Sirius Plenary Sessions

SiriusDecisions helps b-to-b organisations 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.

Reimagining Corporate and Regional Interplay

Session Focus: Adopt, Operationalise

Presenters: Meta Karagianni, Tony Jaros

As a new generation of organisations and employees operating in a highly transparent, connected world evolves, the interplay between corporate and multiple regional teams must be re-examined. Rather than continue to focus solely on their differences, these teams must work together to unlock shared strengths and tackle common issues. This presentation will provide the following benefits:

For sales, marketing and product:

  • Understand the trends that are changing the traditional b-to-b corporate/regional interaction model
  • Explore areas where the corporate/regional relationship must be redefined across sales, product and marketing
  • Identify specific initiatives that your organisation can undertake to seed a community of global employees working together

Field Marketing and Sales: The Relationship Evolves

Session Focus: Optimise

Presenter: Mark Levinson

Of all the relationships in the b-to-b revenue ecosystem, one of the most important – and perhaps the most in flux – has been the relationship between field marketing and sales. Driven by changing buyer habits, altered organisational structures upstream, and changing and expanding sales needs downstream, marketing and sales leaders alike have been challenged to crystallise and evolve field marketing’s role, funding and resource allocation. This presentation will provide the following benefits:

For sales:

  • Learn how best-in-class sales teams are leveraging field marketing in a way that provides increased productivity to reps and partners
  • Gain insight on the areas to measure to demonstrate the impact field marketing will have on sales as the relationship evolves

For marketing:

  • Understand the factors that must be considered when trying to architect the optimal role for field marketing
  • See how the roles and competencies within field marketing are changing due to a variety of internal and external factors

Preparing Your Organisation for Account-Based Marketing

Session Focus: Adopt

Presenters: Nicky Briggs

Account-based marketing (ABM) has been a hot topic in b-to-b for some time now with organisations reporting increased win rates and higher average deal size from target accounts, as well as improved sales and marketing alignment. APAC marketers have been evaluating the ABM discipline with interest to help them prioritise and focus scarce marketing resources in a high-growth environment. But what is the best way to get started? How do you create the case for ABM and secure the necessary buy-in? Preparing your organisation for ABM success including establishing the scope, assessing organisational readiness and identifying capability gaps, and working with key stakeholders. This presentation will provide the following benefits:

For marketing and sales:

  • Understand foundational elements needed for a best-in-class approach to ABM
  • Know the critical components to consider when preparing to launch ABM in order to maximise business alignment and be set up for success
  • Learn which stakeholders need to be engaged internally, how to engage them, what they’ll need to know and the outputs required

The B-to-B Buyer’s Journey: The Asia-Pacific View

Session Focus: Adopt, Operationalise

Presenters: Meta Karagianni, Tim Kimber

As b-to-b organisations endeavour to become more audience-centric and achieve higher relevance with their campaigns and messaging, their need to understand target personas’ buying process, behaviours and potential regional nuances becomes more critical than ever before. Organisations that take a collaborative approach across marketing teams to define and support the buyer’s journey and then use this insight to inform campaign strategies report increased engagement with buyers earlier in the buying cycle, higher-quality leads and overall growth in the pipeline. This presentation will provide the following benefits:

For sales, marketing and product:

  • Understand how to develop appropriate organisational capabilities and workflows to map the buyer’s journey, including the role of portfolio marketing and demand functions across both global and regional teams
  • Learn how to use buyer insights to guide the development of the buyer’s journey and demand creation plans
  • Explore best practices for portfolio marketers to create buyer’s journey maps that address regional needs while they ensure alignment with corporate efforts

The Demand Unit Waterfall®: Which Approach Is Right for You?

Session Focus: Adopt

Presenters: Paul Dolan, Kerry Cunningham

SiriusDecisions introduced the newest member of the Demand Waterfall® family in May 2017. Already, many organisations have adopted the Demand Unit Waterfall, and many more are in the process of doing so. Still other organisations are adopting elements of the Demand Unit Waterfall while not fully migrating demand management to the new approach all at once. This session will provide a decision support framework for determining when and how organisations should adopt the Demand Unit Waterfall while surfacing how elements of the demand unit approach can be helpful even for organisations that do not fully migrate to the Demand Unit Waterfall.

For product:

  • Learn how the Demand Unit Waterfall helps drive alignment with your partners in marketing and sales
  • Understand how to define demand units for your company
  • Gain a framework for determining how the demand unit approach benefits product management and marketing organisations

For marketing:

  • Learn how the Demand Unit Waterfall can help your organisation more accurately capture the value of demand creation efforts
  • Understand how the Demand Unit Waterfall drives alignment from product through to sales
  • Determine what factors to consider and what steps to take toward adopting some or all elements of the Demand Unit Waterfall to support your demand management needs

For sales:

  • Learn how the Demand Unit Waterfall drives alignment with your partners in marketing and product
  • Understand how the demand unit approach enables effective measurement for account-focused marketing and sales strategies

Optimising the Regional Program Design and Marketing Mix

Session Focus: Adopt, Operationalise

Presenters: Gil Canare, Paul Dolan

For regional marketing leaders, designing and delivering effective marketing programs involves unique challenges. Programs for the regions must incorporate requirements and guidance from headquarters while meeting the unique needs of each country in the region. The ability to balance these two imperatives will impact the overall effectiveness of the regional marketing plan. This presentation will provide the following benefits:

For marketing:

  • Learn how the localisation framework can be used to determine where regions should focus their planning efforts
  • Review the SiriusDecisions Program Pendulum framework and how it can be applied to regional planning
  • See common Program Pendulum variations based on localisation framework guidance

Dynamics, Opportunities and Challenges in the Asia-Pacific Market: A Panel Discussion

Session Focus: Optimise

Moderator: Tony Jaros

Taking into consideration the dynamics across the Asia-Pacific market, our panelists will discuss key areas of interest and topics reflected in the day’s sessions, including corporate/regional interplay, account-based marketing and the evolving role of regional teams, and will provide their views and advice on key opportunities and challenges for b-to-b marketing and sales professionals in the region.