Resources for the Marketing Executive

SiriusDecisions helps CMOs elevate marketing’s role and their own standing within the organization by forging tighter bonds between marketing and business strategy, improving marketing’s link to company performance, gauging whether marketing structural changes are needed, and boosting marketers’ talent and productivity. Explore content for this role below.

  • It Was Never About Leads: Why Adapting to Buying Groups Is a Must

    It Was Never About Leads: Why Adapting to Buying Groups Is a Must

    Forrester’s SiriusDecisions Demand Unit Waterfall™ provides a structured process for engaging, tracking, and winning opportunities linked to buying groups.

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  • Healthcare Highlights from the SiriusDecisions 2019 Global CMO Study

    Healthcare Highlights from the SiriusDecisions 2019 Global CMO Study

    Explore how healthcare marketing leaders are adapting their marketing strategy to support their organization’s growth objectives.

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  • Key Findings from the 2019 CMO Global Study

    Key Findings from the 2019 CMO Global Study

    The annual SiriusDecisions Global CMO Study is a key deliverable that informs our research by exploring how marketing leaders are adapting their marketing strategy to support their org's growth.

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  • Six Things B2B Leaders Can Do to Create a Customer-Obsessed Culture

    Six Things B2B Leaders Can Do to Create a Customer-Obsessed Culture

    Let’s face it; most of us have had previous experiences with initiatives that didn’t result in changing the way people behaved or the way they did their work. Evolving an organization’s culture...

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  • Check out featured stories from our SiriusStars

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  • Chief Marketing Officers: Planning Guide 2020

    Chief Marketing Officers: Planning Guide 2020

    In this guide, we describe five important trends that will impact the priorities of CMOs and marketing executives in 2020.

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  • Revenue Operations and the CMO: Game Changer or Game Over?

    Revenue Operations and the CMO: Game Changer or Game Over?

    Revenue operations makes alignment easier by defining a clear set of accountabilities and actions, then formalizing the elements that expand the potential for alignment to succeed. But many...

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  • The SiriusDecisions Campaign Implementation Process

    The SiriusDecisions Campaign Implementation Process

    Implement a fully integrated, audience-centric marketing campaign.

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  • Not Just Leads and Pipeline: How to Show the Full Value of Marketing

    Not Just Leads and Pipeline: How to Show the Full Value of Marketing

    B2B CMOs often are expected to articulate marketing’s value in a holistic and succinct way. We often hear about this challenge in our conversations with our clients across all regions. This came...

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  • The Revenue Engine Planner

    The Revenue Engine Planner

    The SiriusDecisions Revenue Engine Planner helps organizations align their cross-functional planning efforts to ultimately hit their revenue goals.

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  • The Top Five Ways CMOs Can Transform Marketing in Finance-Led Organizations

    The Top Five Ways CMOs Can Transform Marketing in Finance-Led Organizations

    Most b-to-b organizations have power centralized in either the product, sales or finance/operations functions. This blog post (my third in this series) looks at organizations where the historical...

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  • Large-Enterprise Marketing Leaders: The Keys to High Performance

    Large-Enterprise Marketing Leaders: The Keys to High Performance

    In this e-book, you will gain insight into the traits of high-performing marketing organizations and which areas they are investing in to promote growth and enable marketing to achieve its priorities.

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  • What Does a Center of Excellence Look Like?

    What Does a Center of Excellence Look Like?

    Data from SiriusDecisions’ 2018 Global CMO Study shows that CMOs are interested in establishing centers of excellence (COEs). But what are the attributes and expectations of a COE?

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  • The SiriusDecisions B2B Marketing Value Model

    The SiriusDecisions B2B Marketing Value Model

    Define the full scope and unlock the potential value of the marketing function.

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  • Emerging-Growth Marketing Leaders: The Keys to High Performance

    Emerging-Growth Marketing Leaders: The Keys to High Performance

    In this e-book, you will gain insights into the characteristics of high-growth marketing organizations and what sets them apart from their peers.

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  • Marketing Executive Strategies: Planning 2020 Webcast Replay

    Marketing Executive Strategies: Planning 2020 Webcast Replay

    In this replay, we describe five trends that will affect the priorities of CMOs and marketing leaders in 2020.

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  • Healthcare Spotlight: Steve Hardy, VP Head of Marketing at PerkinElmer4:55

    Healthcare Spotlight: Steve Hardy, VP Head of Marketing at PerkinElmer

    Steve Hardy discusses the challenge he faced of marketing residing in different business units and how he was able to bring these teams together and improve the impact of marketing at PerkinElmer.

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  • Healthcare Spotlight: Interview with Kathy English, SVP Marketing at Vocera4:58

    Healthcare Spotlight: Interview with Kathy English, SVP Marketing at Vocera

    Healthcare marketing leaders! Listen as Kathy English of Vocera explains how she leveraged the SiriusDecisions Plan on a Page template and the analyst team to accelerate the business.

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  • The SiriusDecisions Campaign Framework

    The SiriusDecisions Campaign Framework

    Enhance your relevance and strategic alignment, and improve your execution efficiency with our best-in-class framework.

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  • High Performance: Marketing Executive Webcast Replay

    High Performance: Marketing Executive Webcast Replay

    You'll walk away with data and tips on how to invest in people, programs and technology, what skills your team needs, and what strategies and actions set apart teams and leaders who deliver more.

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  • Expanding the Economics of Alignment Infographic

    Expanding the Economics of Alignment Infographic

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