SiriusLabs

Introduced in 2016, SiriusLabs are track sessions designed for organizations seeking advice on how to implement SiriusDecisions models, tools and templates. There are two types of SiriusLabs, including:

  • Model/Framework. Model/Framework SiriusLabs provide guidance on SiriusDecisions model implementation, using demonstrations of SiriusTools and other deliverables in a workshop environment.
  • Command Center. NEW for 2017, Command Center SiriusLabs focus on the use of the SiriusDecisions Command Center (including specific scenario building), a new b-to-b data application that will debut at this year’s Summit.

There will be 14 SiriusLabs sessions presented across two days of the Summit 2017 program. They include:

Account-Based Marketing: The Content Audit

Model/Framework
Presenter(s): John Grozier

More b-to-b organizations are adopting account-based marketing, a strategic approach that aligns demand creation and customer relationship programs and messaging against a set of defined accounts and goals in a way that is relevant and valuable to those accounts and to sales. To demonstrate maximum relevance at an account-based level, these organizations require pinpointed content that truly resonates with buyers. In this session, we will demonstrate how to conduct a content inventory and audit using the SiriusDecisions Content Inventory Tool.

Addressing the Marketing Skills Gap

Model/Framework
Presenter(s): Kristin Farwell

B-to-b marketers are feeling growing pressure from their organizations as they are asked to do very different jobs than they were even five years ago. In this session, we will provide an overview of our Marketing Enablement Process Model, share tips and tools for providing a marketing skills audit/assessment, and share common pitfalls to avoid when implementing the model.

Avoiding the Sales Planning Nightmare

Model/Framework
Presenter(s): John Thorsen

Every year, sales leaders struggle to develop a plan that is agreed to by all parties and is ready to be implemented by the beginning of the new fiscal year. In this session, we will showcase our Sales Planning Framework and share a process and an associated set of templates that will help sales leaders streamline the sales planning process and ensure it is better integrated with processes occurring both in marketing and product functions.

B-to-B Alignment: The Sirius Foundation

Model/Framework
Presenter(s): Aaron Cullers, Kristin Farwell

While alignment between sales, marketing and product functions is old hat for some b-to-b organizations, many others are just starting this journey. In this session, we will dive deeply into several foundational SiriusDecisions models including relative targeting, demand type and the buying cycle, and use a set of SiriusTools to show attendees how to build a solid foundation for b-to-b alignment.

Customer Lifecycle Mapping

Model/Framework
Presenter(s): Kristin Farwell

The customer lifecycle and the buyer’s journey are different – albeit related – processes. Mapping the customer lifecycle to understand what happens when a buyer becomes a customer is critical to improving post-sale engagement, which in turn drives increased loyalty and retention. In this session, we will walk through the process of mapping a customer lifecycle using SiriusDecisions Customer Lifecycle Mapping Model.

Demand Creation: Conducting an Honest Assessment

Model/Framework
Presenter(s): Jack Androvich, Dawn Ferrara

This year at Summit, we will unveil the newest version of our iconic Demand Waterfall, which will incorporate elements of advanced analytics, account-based marketing and much more. How ready is your organization to take this next leap in demand management and measurement? In this session, we will introduce a process to assess your organization’s current demand creation capabilities and identify key gaps that need to be addressed.

Sales Enablement: Taking an Audience-Centric Approach

Model/Framework
Presenter(s): Ian Savage, Don Drury

When an organization evolves its go-to-market approaches from product-centric to audience-centric, the sales force must be brought along, or it will be unable to continue audience-based conversations that are initiated by marketing. In this session, we will demonstrate the elements of a sales enablement program that are impacted when an organization makes a shift from product-centric to audience-centric selling.

 

The seven sessions below will use the SiriusDecisions Command Center to review a relevant metrics structure (readiness, activity, output and results) and walk through a set of recommended ratios that will lead to the construction of a best-in-class dashboard for each functional area.

B-to-B Brand Measurement: The Sirius Take

Command Center
Presenter(s): Nick Buck, Chris Parr

Demand Creation: Assessing Effectiveness

Command Center
Presenter(s): Aaron Cullers

Getting a Handle on Sales Productivity

Command Center
Presenter(s): John Thorsen

Operating the Product Launch QBR

Command Center
Presenter(s): John Grozier

Optimizing the Customer Engagement Process

Command Center
Presenter(s): Dawn Ferrara

Preparing for the CEO Conversation

Command Center
Presenter(s): Nick Buck, Ian Savage

Third-Party Channels: Tracking Program Progress

Command Center
Presenter(s): Sallie Morris