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

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
, 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
  • 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

“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

Demand Creation and Account-Based Marketing
Citrix and
– 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

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


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

For more information, visit

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