SiriusDecisions explained

SiriusDecisions, Inc.
Type:Private
Foundation:2001
Founders:John Neeson and Richard Eldh
Location:Wilton, Connecticut, USA
Key People:John Neeson
(Managing Director)
Richard Eldh
(Managing Director)
Tony Jaros
(SVP of Research)
Ally Motz
(President and CEO, SiriusDecisions Canada)
Num Employees:150
Homepage:SiriusDecisions.com

SiriusDecisions, Inc. was a global B2B research and advisory firm with headquarters in Wilton, Connecticut. The company provided advisory, consulting and learning services to help executives improve the performance of their sales, marketing, and product strategies.

SiriusDecisions developed the "Demand Waterfall" model, which is widely used by B2B companies to describe and measure their lead-to-revenue funnel.[1]

SiriusDecisions clients included Adobe, IBM, GE, HP, Cisco;[2] SAP;[3] and Motorola.[4] Forrester Research acquired the company in 2018.

Company history

SiriusDecisions was founded in 2001 by John Neeson[5] and Rich Eldh.[6]

SiriusDecisions helped define many business marketing best practices and concepts, including lead scoring and marketing operations.[7] Since 2005, the company's "Demand Waterfall®" model, (updated in 2012 to "The Rearchitected Demand Waterfall" and then to the "Demand Unit Waterfall™" in 2017) has been used by marketers to analyze their lead qualification process, from the inquiry stages through closed sales.[8] [9] [10] The model introduced prominent B2B marketing terms, including marketing qualified lead (MQL) and sales qualified lead (SQL).[11]

SiriusDecisions announced January 8, 2014, that it had received an investment from JMI Equity.[2]

Headquartered in Wilton, CT, the company also had offices in London, Toronto, San Francisco, Waltham, Massachusetts, Austin and Singapore.

On November 27, 2018, the company announced that it was acquired by Forrester Research.[12]

Products and Services

SiriusDecisions’ research services provide information to help executives inform aspects of their marketing, sales and product strategies, including:

Conferences and Events

Since 2006, SiriusDecisions hosted an annual SiriusDecisions Summit, which brought together marketing, sales, and product professionals and executives to discuss how intersections between their disciplines can be used to solve business problems.[13] During the Summit, SiriusDecisions honored B2B organizations that develop innovative sales and marketing integration practices with its Return on Integration (ROI) Awards.[14] The company also hosted Summit in London[15] and Singapore.[16]

Past SiriusDecision Summit keynotes include:

Press Coverage

SiriusDecisions research and commentary from executives has been featured in Forbes,[22] [23] AdAge,[24] [25] [26] CMO.com,[7] Inc.com,[27] Channel Marketer Report,[28] [29] CRM Magazine,[30] Marketing Magazine[31] and Demand Gen Report.[32] [33] [34] [35]

Notes and References

  1. Web site: An Inconvenient Truth About B2B Demand Generation. 4 August 2013 . B2B Marketing Directions.
  2. Web site: SiriusDecisions Receives Growth Investment from JMI Equity. JMI Equity.
  3. Web site: SiriusDecisions Sales and Marketing Summit. SAP Blogs.
  4. Web site: SiriusDecisions Summit Europe 2013 - Key Takeaways. Spiceworks.
  5. John Neeson: Executive Profile. Bloomberg Businessweek.
  6. Richard Eldh: Executive Profile. Bloomberg Businessweek.
  7. Web site: The CMO.com Interview: SiriusDecisions SVP/Research Tony Jaros. CMO.com.
  8. Web site: At SiriusDecisions: Assessing the revised Demand Waterfall. AdAge.
  9. Web site: MarketOne Insights: The New SiriusDecisions Demand Waterfall. MarketOne.
  10. Web site: The New SiriusDecisions Waterfall and New B2B Marketing Acronyms. B2B Digital Marketing.
  11. Web site: Three Tips for Navigating the New 'Demand Waterfall'. MarketingProfs.
  12. Web site: Forrester : Marketing : Forrester To Acquire SiriusDecisions. www.forrester.com. 2018-11-27.
  13. Web site: 4 Tactical Takeaways from Case Studies Presented at SiriusDecisions Summit 2013. Eloqua.
  14. Web site: Industry Leaders from F5, Iron Mountain and Kronos Headline SiriusDecisions Summit 2011. PRWeb. https://archive.today/20140410175310/http://www.prweb.com/releases/siriusdecisions/b2bsummit2011/prweb8173603.htm. dead. April 10, 2014.
  15. Web site: agent31133_b02a5750 . 2017-10-11 . Three key takeaways from SiriusDecision Summit 2017 . 2023-07-13 . Agent3 - Home . en-GB.
  16. Web site: SiriusDecisions APAC Summit 2017: Representing the voice of APAC marketers . 2023-07-13 . www.linkedin.com . en.
  17. Bestselling Author Malcolm Gladwell to Keynote SiriusDecisions Summit 2014. 6 March 2014 . BusinessWire.
  18. Web site: 2015-03-11 . NBA Legend and Business Mogul Magic Johnson to Keynote SiriusDecisions Summit 2015 . 2023-07-13 . www.businesswire.com . en.
  19. Web site: Lillian . Jessica . 2016-05-24 . SiriusDecisions Summit 2016 Highlights: Marcus Samuelsson's Secrets of Success . 2023-07-13 . Forrester . en-US.
  20. Web site: The major themes from SiriusDecisions Summit 2017 TechTarget . 2023-07-13 . www.techtarget.com.
  21. Web site: Live from the Sirius Decisions Summit 2019 . 2023-07-13 . www.qualified.com.
  22. How To Achieve B-to-B Marketing ROI Nirvana. Forbes.
  23. Market Like Never Before. Forbes.
  24. Web site: At DMA2012: B-to-B Symposium: a 'conference within a conference'. AdAge.
  25. Web site: Summit focuses on sales, marketing transformation. AdAge.
  26. Web site: SiriusDecisions Summit focuses on successful transformation. AdAge.
  27. 3 Rules for Making Change Stick at Your Company. Inc.com.
  28. Web site: Mobile Powers Up Channel Sales And Partner Engagement. 20 March 2014 . Channel Marketer Report.
  29. Web site: Channel Thought Leaders, Experts Share Predictions For 2014. 7 January 2014 . Channel Marketer Report.
  30. Web site: Growing Profits with Marketing Automation. CRM Magazine.
  31. How to Avoid the High Cost of the Blown Sales Lead. Marketing Magazine.
  32. Web site: Marketing Operations Goes From Misfits To Major Players. 27 March 2013 . Demand Gen Report.
  33. Web site: B2B Marketers Starting To Track Social Influence From Cold To Close. 17 July 2012 . Demand Gen Report.
  34. Web site: Advanced Analytics: The Next Technology Frontier For Sales And Marketing Organizations. 10 July 2012 . Demand Gen Report.
  35. Web site: SiriusDecisions Highlights Customer Lifecycle Framework For Retention, Loyalty Optimization. 29 May 2012 . Demand Gen Report.

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