SiriusDecisions

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

SiriusDecisions, Inc.
TypePrivate
IndustryResearch
Founded2001
FoundersJohn Neeson and Richard Eldh
HeadquartersWilton, Connecticut, USA
Key people
John Neeson
(Managing Director)
Richard Eldh
(Managing Director)
Tony Jaros
(SVP of Research)
Ally Motz
(President and CEO, SiriusDecisions Canada)
Number of employees
150
WebsiteSiriusDecisions.com

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 include Adobe, IBM, GE, HP, Cisco;[2] SAP;[3] and Motorola.[4]

Company history

SiriusDecisions was founded in 2001 by current managing directors John Neeson[5] and Richard Eldh.[6]

SiriusDecisions has 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]

Along with its Wilton headquarters, the company has offices in London, Toronto, San Francisco, Waltham, Massachusetts, Austin and Singapore.

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

Products and Services
Managing Director John Neeson speaks during the annual SiriusDecisions sales and marketing Summit.

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

Conferences and Events

Since 2006, SiriusDecisions has hosted an annual SiriusDecisions Summit, which brings 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 honors B2B organizations that develop innovative sales and marketing integration practices with its Return on Integration (ROI) Awards.[14] The company also hosts a Summit Europe, Summit APAC, Summit Canada, and a Technology Exchange.[15]

The Summit 2014 keynote speaker was author Malcolm Gladwell.[16] Former United States Army General Stanley A. McChrystal delivered the Summit 2013 keynote address[17] and SAP CMO Jonathan Becher gave the Summit 2012 keynote address.[18]

Press Coverage

SiriusDecisions research and commentary from executives has been featured in Forbes,[19][20] AdAge,[21][22][23] CMO.com,[7] Inc.com,[24] Channel Marketer Report,[25][26] CRM Magazine,[27] Marketing Magazine[28] and Demand Gen Report.[29][30][31][32]

References
  1. "An Inconvenient Truth About B2B Demand Generation". B2B Marketing Directions.
  2. "SiriusDecisions Receives Growth Investment from JMI Equity". JMI Equity.
  3. "SiriusDecisions Sales and Marketing Summit". SAP Blogs.
  4. "SiriusDecisions Summit Europe 2013 - Key Takeaways". Spiceworks.
  5. "John Neeson: Executive Profile". Bloomberg Businessweek.
  6. "Richard Eldh: Executive Profile". Bloomberg Businessweek.
  7. "The CMO.com Interview: SiriusDecisions SVP/Research Tony Jaros". CMO.com.
  8. "At SiriusDecisions: Assessing the revised Demand Waterfall". AdAge.
  9. "MarketOne Insights: The New SiriusDecisions Demand Waterfall". MarketOne.
  10. "The New SiriusDecisions Waterfall and New B2B Marketing Acronyms". B2B Digital Marketing.
  11. "Three Tips for Navigating the New 'Demand Waterfall'". MarketingProfs.
  12. "Forrester : Marketing : Forrester To Acquire SiriusDecisions". www.forrester.com. Retrieved 2018-11-27.
  13. "4 Tactical Takeaways from Case Studies Presented at SiriusDecisions Summit 2013". Eloqua.
  14. "Industry Leaders from F5, Iron Mountain and Kronos Headline SiriusDecisions Summit 2011". PRWeb.
  15. "B2B Marketers (Still) Love Selfies: Top Insights from #SDSummit Europe". Babcock & Jenkins.
  16. "Bestselling Author Malcolm Gladwell to Keynote SiriusDecisions Summit 2014". BusinessWire.
  17. "From SiriusDecisions Summit: Reflections on Shared Consciousness". Salesify.
  18. "SiriusDecisions: SAP's Becher urges marketers to look beyond the 'fire drill'". AdAge.
  19. "How To Achieve B-to-B Marketing ROI Nirvana". Forbes.
  20. "Market Like Never Before". Forbes.
  21. "At DMA2012: B-to-B Symposium: a 'conference within a conference'". AdAge.
  22. "Summit focuses on sales, marketing transformation". AdAge.
  23. "SiriusDecisions Summit focuses on successful transformation". AdAge.
  24. "3 Rules for Making Change Stick at Your Company". Inc.com.
  25. "Mobile Powers Up Channel Sales And Partner Engagement". Channel Marketer Report.
  26. "Channel Thought Leaders, Experts Share Predictions For 2014". Channel Marketer Report.
  27. "Growing Profits with Marketing Automation". CRM Magazine.
  28. "How to Avoid the High Cost of the Blown Sales Lead". Marketing Magazine.
  29. "Marketing Operations Goes From Misfits To Major Players". Demand Gen Report.
  30. "B2B Marketers Starting To Track Social Influence From Cold To Close". Demand Gen Report.
  31. "Advanced Analytics: The Next Technology Frontier For Sales And Marketing Organizations". Demand Gen Report.
  32. "SiriusDecisions Highlights Customer Lifecycle Framework For Retention, Loyalty Optimization". Demand Gen Report.
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