CA, Cognos and newScale Named Best in Sales and Marketing Integration

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Recipients of SiriusDecisions' Second Annual Return on Integration (ROI) Awards Honored at 2008 Summit

We take great pride in the consistent, technology-enabled framework we've developed at Cognos, so we view this award as exciting validation from SiriusDecisions that the focus of our sales and marketing alignment efforts has been right on target

SiriusDecisions, the world's leading source for business-to-business sales and marketing best practice research and data, has named CA, Cognos and newScale as recipients of its Second Annual Return on Integration (ROI) awards.

Designed to recognize and celebrate superior sales and marketing alignment performance, the awards were presented by SiriusDecisions during its 2008 "Growth through Integration" Summit held May 14-16 at the Loews Lake Las Vegas Resort in Henderson, NV. The winners were selected from organizations SiriusDecisions has observed implementing winning strategies by applying innovative sales and marketing integration practices to maximize topline growth.

To learn more about CA, one of the world's largest independent software companies; Cognos, an IBM company and the world leader in business intelligence and performance management solutions; and newScale, the leader in IT Service Catalog and Service Portfolio Management software solutions, go to http://www.ca.com, http://www.cognos.com and http://www.newscale.com, respectively.

"During these turbulent and challenging economic times, it's more critical than ever that sales and marketing functions work together to optimize business opportunities and avoid costly mistakes that waste valuable resources," notes Richard Eldh, SiriusDecisions co-founder and conference chair. "The three companies honored at this year's Summit are, to sum it up, organizations with executive leadership dedicated to sales and marketing integration - and the growth they've realized is testimony to their hard work, talent and innovation."

The 2008 award winners each utilize a threefold strategy for sales and marketing integration, according to Eldh. That includes: the use of a consistent, multidimensional communications strategy; the leveraging of leading-edge technologies; and the achievement of a general consensus in terms of sales and marketing goals, resources and processes.

The Second Annual SiriusDecisions ROI awards were presented to the following executives on behalf of the three companies:

  • CA -- Don Friedman, Executive Vice President and Chief Marketing Officer
  • Cognos -- Drew Clarke, Vice President of Americas Marketing and Field Operations, and Lucy Gillard, Director of Global Demand Generation Programs and Advertising
  • newScale -- Mark Hamilton, Vice President, Marketing, and David Satterwhite, Senior Vice President, Worldwide Sales

All three winners were selected for demonstrating the following criteria:

  • Unique integration of sales and marketing processes
  • Interdependent relationship between sales and marketing
  • Strong alignment of goals between sales and marketing
  • Advanced systems to enable alignment
  • Ability to measure results effectively

"I'm proud to accept this award on behalf of all my CA colleagues," said Don Friedman. "SiriusDecisions has been an outstanding partner in our marketing efforts. This award confirms our alignment leadership position, as well as the great strides we've made to address some extremely significant challenges in recent years."

"We take great pride in the consistent, technology-enabled framework we've developed at Cognos, so we view this award as exciting validation from SiriusDecisions that the focus of our sales and marketing alignment efforts has been right on target," said Drew Clarke. Cognos colleague Lucy Gillard added: "SiriusDecisions is the premier source when it comes to evaluating the creation and management of best practices and processes in business-to-business high tech Marketing and Sales, so this really is an honor for all of us."

"Since SiriusDecisions is laser-focused on the issues I face every day, receiving this award really is meaningful - a great honor," noted Mark Hamilton of newScale. Colleague David Satterwhite concluded: "SiriusDecisions has become the gold standard for excellence in the sales and marketing function; a role Gartner fills for IT. I'm thrilled about receiving this type of award from SiriusDecisions."

About SiriusDecisions

SiriusDecisions is the world's leading source for business-to-business sales and marketing best practice research and data. SiriusDecisions Executive Advisory Services, Management Consulting Services, Benchmark Assessment Services and Events provide senior-level executives with the sales and marketing operational intelligence required to improve topline performance. The unique combination of thought leadership, benchmark data, analytic tools, best practices and access to a peer and analyst network allow SiriusDecisions clients to quickly receive the critical insight they need to make decisions effectively. Additional information can be found on the company's Web site at http://www.siriusdecisions.com or by calling (203) 665-4000.

Contact:

Geoff Hilton, Editorial Director
SiriusDecisions
203-665-4000
http://www.siriusdecisions.com

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