Sirius Keynote Sessions

SiriusDecisions helps b-to-b organizations grow through the alignment of their revenue-producing functions: sales, marketing and product. To do this, we prescribe highly actionable models and frameworks that address business problems experienced in the pursuit of this growth.

At TechX, you’ll find three types of sessions that will help you address one (or more) of these business problems, tailored to the stage that you’re in. They include:

  • Adopt. These sessions will introduce a new model or framework that has been built to address an emerging growth-related issue, or to better address an existing one. Adopt sessions define the business issue, dig into the specifics of the model or framework, and give you the evidence you need to justify its implementation to address a particular issue.
  • Operationalize. These sessions provide a detailed look at how best to implement our models including best practices, advice, tools and templates to speed model implementation.
  • Optimize. These sessions focus on the next generation of a model or framework, extensions to models, and how multiple models can work together. If your organization has already implemented the Demand Waterfall, the PMM Model, the Channel Program Model or many more, what’s next in order to broaden and deepen the model’s impact?

Each session is coded as focusing on one (or two) types. This will help you tailor your TechX experience to include a perfect mix of new ideas and best practices and tips for issues you are already addressing.

Creating the Business Justification for Technology

Gil Canare

SESSION FOCUS: ADOPT
Presenters: Gil Canare

Technology is a critical component of every marketing and sales organization, yet many sales and marketing leaders lack a consistent process and approach to justify technology purchase decisions with stakeholders such as IT, finance and executive management. As a result, organizations struggle to secure required technology infrastructure investments and risk falling behind in their capabilities to their competitors. This presentation will provide the following benefits:

For sales, marketing and product:

  • Demonstrate how to identify the true costs of technology investments, including the costs of process changes and resource investments
  • Show how to identify the financial and operational benefits of the new technology to address and justify the purchase decision
  • Provide a step-by-step justification framework that can be applied to any b-to-b marketing and sales technology purchase

Moving Beyond Technology Adoption to End-User Engagement

Cheri Keith

SESSION FOCUS: OPERATIONALIZE
Presenters: Cheri Keith, Steve Silver

B-to-b organizations spend millions of dollars annually on technologies designed to improve marketing and sales productivity. However, user adoption rates and perceptions of value remain low, and organizations struggle to develop a logical path to increase end-user engagement and drive value. This presentation will provide the following benefits:

Steve Silver

For sales, marketing and product:

  • Define the difference between adoption and end-user engagement and understand the stages of end-user engagement
  • See three case studies that demonstrate ways to promote and measure end-user engagement
  • Provide best practices for improving engagement that lead to greater value and efficiencies from technology investments

Tech Decisions: Avoiding the APPocolypse

Jacques Bégin

SESSION FOCUS: ADOPT
Presenter: Jacques Bégin, Jeff Clark

Technology budgets continue to rise, but where is all that money really going, and what’s the best way to reach those who make the decisions? We have the answers. This session will present highlights from our 2017 buying study and other proprietary research as well as SiriusDecisions’ benchmark data on b-to-b technology spend and utilization. We’ll show you where b-to-b companies plan to invest, and explore differences among buyer personas and how they make technology decisions. This presentation will provide the following benefits:

Jeff Clark

For sales, marketing and product:

  • Understand key characteristics of how technology decisions are made in b-to-b
  • See key trends and behavior in technology budget spending across sales and marketing
  • Learn why technology investments have a huge impact on your organization, sales and marketing personnel – and your career

Personalizing the Buyer’s Journey Without the 'Creep Factor' Through Technology

Phyllis Davidson

SESSION FOCUS: ADOPT
Presenters: Phyllis Davidson, Jonathan Tam

Personalized outreach and engagement drives higher conversion rates, helps close more deals and retains more customers. However, with dozens of touchpoints for each contact and hundreds at each company, how do you do this at scale? How can organizations engage buyers – whenever and wherever they are – in a cohesive manner? This presentation will provide the following benefits:

Jonathan Tam

For sales, marketing and product:

  • Hear data on the current state of personalization in b-to-b
  • Learn how to determine what level of personalization is “enough” for each stage of a prospect’s buyer’s journey
  • See best practices for executing personalization programs cohesively throughout your marketing and sales tech stack

How to Implement the SiriusDecisions Demand Unit Waterfall™

Mark B. Levinson

SESSION FOCUS: OPERATIONALIZE
Presenters: Mark B. Levinson, Terry Flaherty

In b-to-b, the SiriusDecisions Demand Waterfall® is recognized as the standard for measuring the health of demand creation and demand management processes. The latest version of the Demand Waterfall is the Demand Unit Waterfall, which supports a more account-centric approach to creating and managing demand. This session will focus on how and why the Demand Unit Waterfall should be implemented within your organization. We’ll address key challenges with operationalizing the Demand Unit Waterfall, along with specific and practical guidance for how to address these challenges. This presentation will provide the following benefits:

Terry Flaherty

For sales and marketing:

  • Discover how the Demand Waterfall® is changing to accommodate a more account-centric approach to demand creation and demand management
  • Understand the key system and process changes required to implement the Demand Unit Waterfall in your organization
  • Learn how to migrate from a lead-centric approach to a Demand Unit Waterfall focused on buying centers