siriusdecisions

Kerry is a Featured Thought Leader at Sales Assembly, the industry’s only Scale-as-a-Service platform that leads B2B Tech companies on their journey to scale better, and a Product Marketer at 6sense, an account engagement platform that helps revenue teams identify and close more opportunities by putting the power of AI, big data, and machine learning behind every member of the B2B revenue team. Kerry brings over twenty-five years of experience in B2B demand generation and management, spanning a broad array of industries and markets. Prior to his current roles, he was an analyst at SiriusDecisions and Forrester, where he authored and co-authored a wide range of key models and frameworks. In this episode of the OpsStars Podcast, Kerry Cunningham, Researcher and Thought Leader at 6sense and former VP, Principal Analyst at Forrester, joins Rachael to discuss the future of B2B Marketing and Sales including why now is the time to move past MQLs as a measurement of success and how to better leverage Opportunities to support buying groups.

The MQL is at the heart of demand generation. In this episode, Jamie shares her story on how she built a winning campaign to drive MQLs - only to find out that they weren't converting. Listen in for her advice on what to do when the MQL definition isn't strong enough to drive opportunities, plus grab her top-notch recommended resources.

One major responsibility of product managers is to define and oversee the strategy of a new or existing product. However, ask a product manager to describe the product’s strategy, and the response may be anything from a vague collection of buzzwords to a detailed list of technical functionality. An effective product strategy needs to be well-thought out and comprehensive enough to cover all of the key elements while still being concise and focused enough to be easily communicated and understood. In this talk, Jeff Lash from SiriusDecisions defines product strategy and describes the key elements that product managers need to include in order to define an effective strategy that will increase the chance of product success.

The buzz: Crystal ball for 2017. If #1 on your business wish list is to know what 2017 holds for your company, your industry and the world, we’ve got insightful predictions from more than 75 thought leaders about the technologies, strategies, and trends that can help you grow and compete in 2017 and beyond. Pour a cup of Joe, Earl, or Dom, and join us for SAP Game-Changers Radio 2017 Predictions – Part 5 live. Hear our complete 5-part special on-demand at Coffee Break with Game-Changers Radio. Featured guests: Larry Stolle, SAP; Marisa Kopec, SiriusDecisions; Sheila McGovern, IBM; Tamara Schenk, Miller Heiman Group; Dave Duggal, EnterpriseWeb; Maria Haggen, SAP; Elvia Novak, Deloitte; Christopher Carter, Approyo; Carlos A. Russell, Ternium; Vic Briccardi, RTS Consulting; Rich Seltz, SAP; Matt Donovan, GP Strategies Learning Solutions; Sherryanne Meyer, ASUG; Sathish Gajaraju, Sensify; Ken Redler, cSubs; Padman Ramankutty, Intrigo. Happy new year from SAP Game-Changers Radio!

The buzz: Buy it now! The classic customer engagement model is evolving, as business customers and consumers search a broad set of indirect content –including social media often beyond your marketing team’s direct control – to support their purchasing decisions. – to support their purchasing decisions. With your as-yet-unknown buyer already 70%+ of the way to the real or virtual checkout counter before they initiate any person-to-person contact with your company, how can you capture their early-cycle mindshare? The experts speak. Marisa Kopec, SiriusDecisions: “In 2015, SiriusDecisions reports, b-to-b marketers must create and facilitate, on average, between 11 and 17 distinct buyer interactions to enable a purchase to occur.” Nick Robinson, SAP: “We must learn what customers really want, not what they say they want or what we think they should want” (Eric Ries). Eric Martin, SAP: “Marketing is too important to be left to the Marketing Department” (David Packard). Join us for The Future of Managing Customer Mindshare.

The buzz: Buy it now! The classic customer engagement model is evolving, as business customers and consumers search a broad set of indirect content –including social media often beyond your marketing team’s direct control – to support their purchasing decisions. – to support their purchasing decisions. With your as-yet-unknown buyer already 70%+ of the way to the real or virtual checkout counter before they initiate any person-to-person contact with your company, how can you capture their early-cycle mindshare? The experts speak. Marisa Kopec, SiriusDecisions: “In 2015, SiriusDecisions reports, b-to-b marketers must create and facilitate, on average, between 11 and 17 distinct buyer interactions to enable a purchase to occur.” Nick Robinson, SAP: “We must learn what customers really want, not what they say they want or what we think they should want” (Eric Ries). Eric Martin, SAP: “Marketing is too important to be left to the Marketing Department” (David Packard). Join us for The Future of Managing Customer Mindshare.