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SiriusDecisions to Showcase Leading B-to-B Sales, Marketing and Product Programs at Annual Summit

SiriusDecisions, the leading global business-to-business (b-to-b) research and advisory firm, has announced the winners of its two awards being presented at the 12th annual SiriusDecisions Summit, to be held May 16-19 at the Venetian in Las Vegas.

The Return on Integration (ROI) Award winners were recognized for their outstanding achievements in sales, marketing and product alignment, based on the successful implementation of SiriusDecisions’ research, frameworks and best practices to improve company performance and growth. Each ROI winner will detail their successful initiatives and outcomes in keynote presentations at the event. Recipients were selected based on the following criteria:

  • Unique integration of sales, marketing and product
  • Tightly aligned sales, marketing, product and/or customer experience goals
  • Advanced use of infrastructure to support shared/interlocked processes
  • Measurement of alignment results
  • Application of SiriusDecisions models and methods as a part of an alignment initiative

In addition to the ROI Awards, Programs of the Year honorees will present case studies on their achievements, providing attendees with real-world examples of winning sales, marketing and product strategies at the event. The honored organizations were selected from a field of leading b-to-b organizations who have achieved significant and innovative results in an integrated way across their revenue-generating functions.

“As organizations continue their journeys toward functional alignment across sales, marketing and product, an unwavering focus on buyers and customers is what will truly catapult a business ahead of the competition to lasting success,” said John Neeson, Managing Director of SiriusDecisions. “This year’s 23 winners exemplify not only the value of integration, but the use of it to better engage with their key audiences, leading to dramatic business results. Delegates will learn from their successes, receiving actionable recommendations and strategies to fuel marketing, sales and product transformation.”

Programs of the Year Winners:

IHG and Red Hat – Implementing strategies that drive greater sales effectiveness and efficiency to improve sales force productivity

Demand Creation and Account-Based Marketing
Citrix and VersionOne – Coordinating demand efforts across sales, marketing and product to drive greater alignment, productivity and increased pipeline using customer-centric digital engagement and account-based marketing strategies.

Content Strategy and Operations
Hyland and InsightSquared – Demonstrating innovation, leadership and best practices that have measurably improved the quality, processes and performance of the b-to-b content engine and its ability to support sales and marketing goals.

Integrated Communication
Axway, Dell and Medtronic – Implementing brand and communication strategies designed to increase engagement with key influencers, establish brand strength, and drive higher levels of employee engagement.

Product Marketing and Management
CA Technologies and PAREXEL International – Defining an innovation and go-to-market process that drives alignment between product, marketing, and sales to ensure the progression of all key activities and transform an organization from product-centric to audience-centric.

Marketing Operations and Strategy
Hootsuite and Optum – Maximizing marketing's contribution to organizational goals by leveraging buyer-need focused campaigns and best-in-class change management practices.

Customer Engagement
Kronos, Oracle and SAP – Enhancing post-sale engagement throughout the customer journey using best practices to drive loyalty, retention, and growth in multiple go-to-market models.

Third-Party Channels
Tenable and Qlik – Using data to build enablement programs that support multiple partner personas and lifecycle stages to improve channel engagement and productivity; and aligning corporate and channel strategy to improve channel execution.

Return on Integration Winners:

Marketing Operations
SAP Ariba – Reconstructing a marketing engine in a balanced centralized/decentralized way following the company's acquisition by SAP.

Demand Creation/Lead Management
Fuze – Using next-generation market analysis, targeting and predictive analytics methods to drive higher-performing demand.

General Sales and Marketing Alignment
SAP – Through its Franchise4Success program, developing a standard sales and marketing operating model across a large diverse enterprise.

Account-Based Marketing
DXC Technology – Creating a highly disciplined, repeatable, successful large account-based marketing program in conjunction with sales.

Demand Creation/Lead Management
Blackboard – Focusing on the digital transformation of marketing based upon the use of best-in-class education, process and systems approaches.

For more information on SiriusDecisions’ annual Summit, including its sessions and agenda, click here.


SiriusDecisions, Summit, Marketing, Sales, Product, Transformation, Integration, Innovation, Demand Creation, Account Based Marketing, Content Strategy, Customer Engagement, Alignment, B-to-B, B2B, ROI, Programs of the Year, Awards

About SiriusDecisions
SiriusDecisions is the leading global b-to-b research and advisory firm. We deliver the actionable intelligence, transformative frameworks and expert guidance that equip executives to modernize and elevate sales, marketing and product performance.

For more information, visit www.siriusdecisions.com.

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