Q&A with Jay Gaines, CMO at Forrester

MEDIA 7 | July 23, 2019

Q&A with Jay Gaines
Jay Gaines, CMO at Forrester has over 20 years of experience in organizational design and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, and digital strategy in a variety of b-to-b industries.   

In this Q&A, Jay shares insightful thoughts about the audience-centric approach at SiriusDecisions and what marketing means to him.

MEDIA 7: How old were you when you had your first paying job?
JAY GAINES:
 I was 10 years old! I delivered newspapers in my neighborhood on my bike five days a week after school.

M7: You have been recognized as one of the top 10 CMOs in 2019 by The Silicon Review. What skills have enabled you to become a marketing industry leader?
JG:
In my time at SiriusDecisions, I’ve had the good fortune to work closely with many amazing CMOs. That work provided me great insight into what makes for a highly effective and successful marketing leader. There are three primary skills that I think have helped me the most; first, to be a business leader and then a marketing leader. This means focusing on, being accountable for, and consistently reporting on marketing’s contribution to the same business goals that the CEO, CFO, board of directors and head of sales care about most. It also means always speaking the language of business, and avoiding marketing jargon when communicating with my colleagues outside of marketing. Second, is just being a good leader for my team by providing structure and clear goals, defending their focus, and promoting a culture of experimentation and rigor. Third, is constantly staying curious. Marketing is evolving so rapidly in terms of strategies, approaches, technologies, and measurement that part of any leader's job must be keeping up what’s new without chasing every new shiny object.

"Marketing is evolving so rapidly in terms of strategies, approaches, technologies and measurement that part of any leader's job must be keeping up what’s new without chasing every new shiny object."



M7: How impactful are the leadership summits from a marketing outreach perspective, and how significantly have they enabled SiriusDecisions to push towards the forefront as an industry leader?
JG:
Our summits are a key driver of growth for us. We put a huge amount of effort into them and they have become a primary brand experience for our customers and other audiences. We attract thousands of B2B marketing, sales and product leaders to these events and use them to release our latest research, data and insights. Especially as SiriusDecisions has expanded into new geographies (Europe and Asia) and new verticals (healthcare, financial services, etc.) our events have enabled us to quickly establish presence, acquire audiences and build positive perception.

M7: You have been leading marketing initiatives for SiriusDecisions across various geographies including North America, EMEA and APAC. In your experience, how does the approach to marketing strategy vary based on different regions?
JG:
At SiriusDecisions we take a very audience-centric approach in how we go to market through the use of audience frameworks and personas. We typically create personas centrally and then adapt them for geos and vertical industries. Most of the important differences we see are in persona preferences, in how they want to be contacted and engaged, how they consume information, and what their trusted sources of information are. So, while our campaign and program themes remain largely consistent globally the assets, tactics, and channels we utilize vary widely across geographies. For example, in Asia we’ve had great success and lean more heavily on mobile-specific strategies as well as a higher volume of smaller local events.


"Most of the important differences we see are in persona preferences, in how they want to be contacted and engaged, how they consume information, and what their trusted sources of information are."


M7: From a little cottage in Southport, Connecticut to a global leader in B2B marketing solutions, what has been the main force behind the overwhelming success of SiriusDecisions?
JG: 
By far the main driving force for SiriusDecisions has been our relationships with our clients and our commitment to their success. We have a deep culture of customer-centricity and helpfulness that permeates everything we do. For example, every piece of research we produce must pass the test of being supported by data and evidence, and also must include details about how to actually do whatever it is we’re recommending. Unlike many other firms similar to us, we also consider our work with clients to be collaborative. All of our research is based on our work with our clients and our ability to observe and measure what actually works and what doesn’t. This means we learn as much from them as they do from us and their success is our success.


"All of our research is based on our work with our clients and our ability to observe and measure what actually works and what doesn’t."

M7: What is Marketing to you?
JG:
To me marketing is the art and science of engaging target audiences through the delivery of value in order to achieve specific business outcomes. Value can be delivered in any number of ways including information, entertainment and purpose, and business outcomes can span everything from customer acquisition to retention to advocacy.

ABOUT SIRIUSDECISIONS

SiriusDecisions® is the leading global b-to-b research and advisory firm. We deliver actionable intelligence, strategic and operational frameworks, and personal guidance from experienced practitioners.

Sales, marketing and product executives rely on SiriusDecisions® to contextualize problems and bring to light opportunities to drive sustainable growth. Our holistic solutions are founded on proprietary research, a deep understanding of b-to-b complexities, and the tenet that organizational alignment brings better outcomes.

SiriusDecisions was acquired by Forrester (NASD: FORR) in January of 2019.

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RespireRX Pharmaceuticals Inc. | December 06, 2022

RespireRx Pharmaceuticals Inc. a leader in the discovery and development of innovative and revolutionary treatments to combat diseases caused by disruption of neuronal signaling, is pleased to announce that RespireRx has been accepted into the NIH HEAL Initiative® NINDS Preclinical Screening Platform for Pain program. The Company’s lead GABAkine, KRM-II-81, has been shown to be effective in relieving acute, chronic, and neuropathic pain in a number of models without tolerance development or sedation. The Helping to End Addiction Long-term Initiative, or NIH HEAL Initiative, is an aggressive, trans-agency effort to speed scientific solutions to stem the national opioid public health crisis. Launched in April 2018, the initiative is focused on improving prevention and treatment strategies for opioid misuse and addiction, and enhancing pain management. The PSPP program, part of the NIH HEAL Initiative, evaluates non-opioid assets in a battery of established preclinical models. 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Biodex Medical Systems | November 30, 2022

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RespireRx Pharmaceuticals Inc. Enters a Collaboration With National Institute for Neurological Disorders and Stroke to Advance its Lead GABAkine

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RespireRx Pharmaceuticals Inc. a leader in the discovery and development of innovative and revolutionary treatments to combat diseases caused by disruption of neuronal signaling, is pleased to announce that RespireRx has been accepted into the NIH HEAL Initiative® NINDS Preclinical Screening Platform for Pain program. The Company’s lead GABAkine, KRM-II-81, has been shown to be effective in relieving acute, chronic, and neuropathic pain in a number of models without tolerance development or sedation. The Helping to End Addiction Long-term Initiative, or NIH HEAL Initiative, is an aggressive, trans-agency effort to speed scientific solutions to stem the national opioid public health crisis. Launched in April 2018, the initiative is focused on improving prevention and treatment strategies for opioid misuse and addiction, and enhancing pain management. The PSPP program, part of the NIH HEAL Initiative, evaluates non-opioid assets in a battery of established preclinical models. 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In cellular studies, KRM-II-81 preferentially bound to specific subtypes of GABAA receptors and boosted the ability of GABA to inhibit pain sensory neurons in the spinal dorsal root ganglia. In intact animal models of acute and chronic pain, the analgesic efficacy of KRM-II-81 was comparable to or greater than commonly used analgesics. At the same time, KRM-II-81 did not display side effects such as sedation and motor impairment, but even more importantly, it did not produce tolerance, dependence, respiratory depression, or behavioral changes indicative of abuse liability, which are produced by opioid narcotics and are at the heart of the opioid epidemic. Unrelated to the NINDS project, KRM-II-81 has also shown promising results in multiple animal models of treatment resistant epilepsy and in human translational studies by reducing epileptiform electrical signaling in brain tissue removed from treatment resistant epileptic patients undergoing surgery. Dr. Cerne commented “We believe that the expansion of our understanding of GABAA receptor structure and function has created a new surge in the discovery and development of GABAkines that target such receptors in a unique manner. This opens the promise of improved medicines for pain, epilepsy and other disorders caused by disruption of neuronal signaling.” “We are very excited about developing KRM-II-81 and expanding the IND enabling studies so as to begin human studies. Pending clinical validation, we believe that KRM-II-81 has the potential to represent a breakthrough treatment for pain, epilepsy, and other neuropsychiatric disorders.” Dr. Lippa About RespireRx Pharmaceuticals Inc. RespireRx Pharmaceuticals Inc. is a leader in the discovery and development of medicines for the treatment of psychiatric and neurological disorders, with a focus on treatments that address conditions affecting millions of people, but for which there are few or poor treatment options, including attention deficit hyperactivity disorder epilepsy, pain, recovery from spinal cord injury ertain neurological orphan diseases and obstructive sleep apnea. RespireRx is developing a pipeline of new and re-purposed drug products based on our broad patent portfolios for two drug platforms: (i) pharmaceutical cannabinoids, which include dronabinol, a synthetic form of ∆9-tetrahydrocannabinol that acts upon the nervous system’s endogenous cannabinoid receptors and (ii) neuromodulators, which include AMPAkines and GABAkines, proprietary chemical entities that positively modulate AMPA-type glutamate receptors and GABAA receptors, respectively. The Company holds exclusive licenses and owns patents and patent applications or rights thereto for certain families of chemical compounds that claim the chemical structures and their uses in the treatment of a variety of disorders, as well as claims for novel uses of known drugs. EndeavourRx: Neuromodulators GABAkines. Under a License Agreement with the University of Wisconsin-Milwaukee Research Foundation, Inc. and on behalf of its EndeavourRx business unit, RespireRx has licensed rights to certain selectively acting GABAkines because of their ability to selectively amplify inhibitory neurotransmission at a highly specific, subset of GABAA receptors, thus producing a unique efficacy profile with reduced side effects. Preclinical studies have documented their efficacy in a broad array of animal models of interrelated neurological and psychiatric disorders including epilepsy, pain, anxiety, and depression in the absence of or with greatly reduced propensity to produce sedation, motor-impairment, tolerance, dependence and abuse. The Company currently is focusing on developing KRM-II-81 for the treatment of epilepsy and pain.

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Telix Announces Executive Leadership Appointments

Telix Pharmaceuticals Limited | December 05, 2022

Telix Pharmaceuticals Limited announces several key executive leadership appointments and promotions, reflecting the increased commercial focus of the Company and ongoing succession planning. Richard Valeix promoted to Group Chief Commercial Officer Richard Valeix, who has been in the role of Chief Executive Officer of Telix's Europe Middle East and Africa operations since joining Telix in May 2021, has been appointed to the newly created role of Group Chief Commercial Officer. This key global leadership role will oversee commercialisation strategy and activities for Telix's late-stage pipeline assets including the global rollout of Illuccix and launch of TLX250-CDx, Telix's kidney cancer imaging agent for which the Company recently reported positive Phase III data. Richard is a highly experienced business leader, with marketing and sales and general management experience in large pharmaceutical companies, having previously held senior roles at Advanced Accelerator Applications a Novartis company, Ipsen and Roche. Raphael Ortiz has been promoted to Chief Executive Officer - EMEA. He has held the position of Chief Operating Officer - EMEA since joining in January 2022. Raphael has more than 20 years of pharmaceutical industry experience across finance, business development, marketing, sales and general management and has previously held senior roles at AAA, where he established radioligand therapy operations for the Asia Pacific region. Genevieve holds Honours degrees in Science and Law from Monash University and a Graduate Diploma of Applied Corporate Governance from the Governance Institute of Australia. Genevieve is a Solicitor of the Supreme Court of Victoria and a Fellow of the Governance Institute of Australia. She replaces Melanie Farris who has retired from the role of Group Company Secretary to take on a broader portfolio as Senior Vice President Global Governance, Risk and Compliance. Melanie has served as Group Company Secretary since March 2017, prior to the Company's listing on the ASX, and has over 18 years' experience in governance and corporate operations. "These leadership appointments are a result of ongoing succession planning to ensure Telix has an optimal mix of skills and experience as we prepare to enter a new phase with a portfolio of multiple commercial products. I congratulate Richard, Raphael and Melanie on their new roles and am pleased that we are able to identify and develop talent to support the Company as it continues to grow. I'm also pleased to welcome Genevieve Ryan as Group Company Secretary, who brings a new depth of experience working within ASX-200 companies." Dr. Christian Behrenbruch, Telix Group CEO and Managing Director About Telix Pharmaceuticals Limited Telix is a biopharmaceutical company focused on the development and commercialisation of diagnostic and therapeutic radiopharmaceuticals. Telix is headquartered in Melbourne, Australia with international operations in the United States, Europe and Japan. Telix is developing a portfolio of clinical-stage products that aims to address significant unmet medical need in oncology and rare diseases. Telix is listed on the Australian Securities Exchange.

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Mirion Technologies to Divest Biodex Physical Medicine

Biodex Medical Systems | November 30, 2022

Mirion Technologies, Inc. announced that it has entered into a definitive agreement to sell the physical medicine assets of Biodex Medical Systems, Inc. to Salona Global Medical Device Corporation for $5 million in cash at closing and up to an additional $3 million in deferred cash payments. The deferred cash payments are contingent on the performance of the assets during the 12-month period following closing. The assets generated approximately $18 million in revenue with estimated gross margins of 30% during the most recent trailing twelve-month period. “Divesting the physical medicine assets of Biodex enables Mirion Medical to focus on our strategic priorities and better aligns the group with Mirion’s mission of harnessing our unrivaled knowledge of ionizing radiation for the greater good of humanity. We are pleased to see the physical medicine business in the hands of an owner whose core mission and strategy is better aligned with investing in the future of the product line and finding valued employees the right home for their skills and contributions,” Mike Rossi, President of Mirion Medical About Mirion Mirion Technologies is a leading provider of detection, measurement, analysis and monitoring solutions to the nuclear, defense, medical and research end markets. The organization aims to harness its unrivaled knowledge of ionizing radiation for the greater good of humanity. Many of the company's end markets are characterized by the need to meet rigorous regulatory standards, design qualifications and operating requirements. Headquartered in Atlanta (GA – USA), Mirion employs around 2,800 people and operates in 13 countries. About Biodex Medical Systems Biodex Medical Systems, Inc. is part of Mirion Medical, Inc., a group of healthcare-focused brands within Mirion Technologies. Mirion Technologies, Inc. uses science and technology to drive treatment innovation across physical medicine, nuclear medicine and medical imaging categories. With a history of manufacturing and engineering excellence that spans more than 60 years, the Biodex™ mission is to provide innovative solutions and customer-driven support to medical facilities and wellness centers around the globe.

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