The implementation of a global campaign strategy requires careful planning and affects content strategy, the coordination of reputation and demand creation activities within marketing, and marketing’s collaboration with sales and product functions. The organization’s revenue engine must be aligned and working toward shared goals to increased revenue and profitability.
In this e-book, we identify the steps required to develop and implement integrated campaigns and highlight considerations for each step.
Other content in this Stream
Why Are Buyer Insights So Vital for Product, Marketing and Sales Leaders?
Product, marketing and sales leaders need buyer insights to support an audience-centric go-to-market strategy. Most B2B companies struggle to gather the knowledge and insights needed to become...
Portfolio Marketing: Planning Guide 2020
In this guide, we describe six assumptions that portfolio marketing leaders should incorporate into their planning for 2020.
Building B-to-B Buyer Personas: How Personal Should They Be?
Invest time in talking to buyers and doing research to develop a deep understanding that will drive strong value propositions and help your demand and content teams clearly understand the target...
Three Learnings From Leading Sales Knowledge Transfer Programs
Today’s sales enablement efforts often make three common mistakes that can impede their success. Having empathy for the sales role and discarding preconceptions helps portfolio marketers enable...
Five Things High-Performing Portfolio Marketers Do Differently
Portfolio marketing deserves to have a seat at the strategic table alongside other executives. Results of a recent SiriusDecisions survey show that organizations that give portfolio marketing a...
In this e-book, you will gain an understanding of the attributes of high-performing portfolio marketing teams and how they relate to the key priorities of portfolio marketing leaders.
Five Ways to Neutralize Emerging Competitors With Buyer Insights
Portfolio marketers have a unique vantage point in the organization as the bridge between product management and sales; they understand how changing market and buyer dynamics can impact upstream...
Moving from Product to Solution Innovation E-book
Explore the benefits and challenges of moving to a solution-centered go-to-market strategy
Four Ways to Close Sales Knowledge Gaps
Are sales knowledge gaps getting in the way of your sales force’s ability to make quota this year? We’ve researched what works and what doesn’t work when portfolio marketing and sales enablement...
Readsoft Sees 30% Increase in Field Marketing Content Adoption From Buyer Persona Alignment
Understand how Readsoft gained buyer insights and aligned around their audience to improve performance of new content focused on buyer need.
Five Key Benchmarks Every Portfolio Marketer Needs
Portfolio marketers: Do you wish you had a way to benchmark your team? Get the insights you need to achieve high performance by participating in our portfolio marketing benchmark survey.
Marketing Transformation: Dialing Up an Audience-Centric Approach
Pursue a go-to-market strategy built around what buyers want, not what the company’s product line or service offerings dictate.
Top Four Signs Your Digital Transformation Is in Trouble
Digital transformations are complex journeys that often take companies well outside their comfort zone. As a company enters these unfamiliar territories, how can they gauge whether they are going...
Ready, Set, Launch: How Portfolio Marketers Can Avoid Failed Launches By Aligning With Sales
Unused collateral and failed launches can be prevented by better communication. Paul Ferron of SiriusDecisions discusses how two-way communication between sales and marketing can prevent failure...
SiriusFoundations: Portfolio Marketing Webcast Replay
Foundations represents the cornerstones of our research and advisory services, proven to help our clients achieve high performance and intelligent growth.
The European Buyer Insights Gap Index
In this replay, we identify the gap that exists between how buyers want to interact with sales and marketing vs. how sales and marketing attempt to engage their prospects.
The SiriusDecisions Go-to-Market Architecture Model
The SiriusDecisions Go-to-Market Architecture Model provides best practice planning exercises for aligning GTM strategy across product, marketing and sales on a clear view of the buyer audience.
Activating Persona and Buyer Insights for European Demand Creation
In this webcast replay we explore how buyer insights inform the design and activation of demand programs and how to align the sales process to the buying decision process.
Closing Sales Knowledge Gaps Webcast Replay
Most sales leaders find that knowledge gaps among sales reps are a key reason for not achieving quota. However, b-to-b buyers continue to report that the sales rep from the winning provider has a stro
The SiriusDecisions Messaging Nautilus™: Buyer's Journey