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SiriusDecisions

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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.

C-Suite On Deck

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Q&A with Jay Gaines, CMO at Forrester

MEDIA 7 | July 23, 2019

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.

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Events

Related News

SIRIUSDECISIONS EXPANDS BENCHMARKING PERFORMANCE CAPABILITIES AND GLOBAL COVERAGE

SiriusDecisions | July 10, 2017

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SiriusDecisions has expanded its core industry benchmark database, the SiriusIndex™, the only one of its kind in the b-to-b industry, with new metrics across four major categories, including readiness, activity, output and results, and offered its clients unparalleled access to data from their peers with the introduction of its new Command Center™ platform. Now commercially available, it will enable business leaders to drive strategic and tactical changes informed by insights, best-i...

Read More

SIRIUSDECISIONS REVEALS WINNERS OF THE 2018 ROI AWARDS

SiriusDecisions | March 30, 2018

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The ROI Awards are designed to honor companies who excel in product development, marketing and sales through the use of SiriusDecisions’ research, frameworks and best practices. This year’s winners include: Cisco for its next-generation, blended approach to the engagement and retention of both partners and customers.Huron Consulting Group for centralizing marketing sales resources, revamping company branding and positioning and developing cross-functional processes.Illumina for creat...

Read More

DIVING INTO THE NEW SIRIUSDECISIONS DEMAND UNIT WATERFALL

SiriusDecisions | May 30, 2018

news image

SiriusDecisions since around the time when Rich Eldh and John Neeson gave birth to the company. I’ve found their frameworks especially useful in helping focus my teams’ actions and report on the value of our contributions. Perhaps you’ve found the same. For many years, the SiriusDecisions Demand Waterfall has been used as the standard framework for managing demand generation processes. The beauty of the original Demand Waterfall was its clarity and simplicity. Built as a useful...

Read More

GROUND-BREAKING COLLABORATION TO OFFER NEW HEART DISEASE DRUG TO NHS PATIENTS

Pharmacy Business | January 14, 2020

news image

The government on Monday announced a collaboration with Novartis to launch a clinical trial for ‘yet to be approved’ drug inclisiran. The drug could benefit thousands of patients at risk of heart disease in coming years. The ground-breaking collaboration includes Novartis, NHS England and the National Institute for Health Research (NIHR) and Oxford University. The Department of Health and Social Care (DHSC) expects this to position the UK as a world-leading destination to develop cut...

Read More
news image

SIRIUSDECISIONS EXPANDS BENCHMARKING PERFORMANCE CAPABILITIES AND GLOBAL COVERAGE

SiriusDecisions | July 10, 2017

SiriusDecisions has expanded its core industry benchmark database, the SiriusIndex™, the only one of its kind in the b-to-b industry, with new metrics across four major categories, including readiness, activity, output and results, and offered its clients unparalleled access to data from their peers with the introduction of its new Command Center™ platform. Now commercially available, it will enable business leaders to drive strategic and tactical changes informed by insights, best-i...

Read More
news image

SIRIUSDECISIONS REVEALS WINNERS OF THE 2018 ROI AWARDS

SiriusDecisions | March 30, 2018

The ROI Awards are designed to honor companies who excel in product development, marketing and sales through the use of SiriusDecisions’ research, frameworks and best practices. This year’s winners include: Cisco for its next-generation, blended approach to the engagement and retention of both partners and customers.Huron Consulting Group for centralizing marketing sales resources, revamping company branding and positioning and developing cross-functional processes.Illumina for creat...

Read More
news image

DIVING INTO THE NEW SIRIUSDECISIONS DEMAND UNIT WATERFALL

SiriusDecisions | May 30, 2018

SiriusDecisions since around the time when Rich Eldh and John Neeson gave birth to the company. I’ve found their frameworks especially useful in helping focus my teams’ actions and report on the value of our contributions. Perhaps you’ve found the same. For many years, the SiriusDecisions Demand Waterfall has been used as the standard framework for managing demand generation processes. The beauty of the original Demand Waterfall was its clarity and simplicity. Built as a useful...

Read More
news image

GROUND-BREAKING COLLABORATION TO OFFER NEW HEART DISEASE DRUG TO NHS PATIENTS

Pharmacy Business | January 14, 2020

The government on Monday announced a collaboration with Novartis to launch a clinical trial for ‘yet to be approved’ drug inclisiran. The drug could benefit thousands of patients at risk of heart disease in coming years. The ground-breaking collaboration includes Novartis, NHS England and the National Institute for Health Research (NIHR) and Oxford University. The Department of Health and Social Care (DHSC) expects this to position the UK as a world-leading destination to develop cut...

Read More

Resources

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Why Sales Leaders Need to Digitally Transform Their Teams

Article

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The Most Important Metric for Sales Leaders in Subscription Businesses to Track and Use to Drive Revenue Growth

Article

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The SiriusDecisions B-to-B Marketing Automation Study Infographic

infographic

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The SiriusDecisions B-to-B Buying Decision Process Framework

Whitepaper

resource image

Why Sales Leaders Need to Digitally Transform Their Teams

Article

resource image

The Most Important Metric for Sales Leaders in Subscription Businesses to Track and Use to Drive Revenue Growth

Article

resource image

The SiriusDecisions B-to-B Marketing Automation Study Infographic

infographic

resource image

The SiriusDecisions B-to-B Buying Decision Process Framework

Whitepaper

Events

C-Suite On Deck

Responsive image

Q&A with Jay Gaines, CMO at Forrester

MEDIA 7 | July 23, 2019

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.

Read More