SiriusDecisions Strengthens Focus on Product Marketing and Management, Announces Three New Models

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SiriusDecisions unveils new capabilities at its eighth annual B-to-B Sales & Marketing Summit

High-performing organizations are seeking to align not only sales and marketing, but also the product function.

SiriusDecisions, the leading source for business-to-business (b-to-b) sales and marketing best practice research and data, today announced new solutions focusing on the needs of b-to-b product managers and product marketers.

The new solutions were among the announcements made by SiriusDecisions at its annual B-to-B Summit, a three-day sales, marketing and product event currently underway at the Manchester Grand Hyatt in San Diego.

SiriusDecisions’ new Product Management research service provides research and advice on the definition, structure and responsibilities of the product management function in b-to-b enterprises. Coverage areas include product innovation strategy, business planning, structured roadmaps, product portfolio optimization and enhancement prioritization.

Led by Marisa Kopec, vice president and group director of go-to-market strategy at SiriusDecisions, the service will meet the needs of today’s rapidly innovating b-to-b organizations that seek a customer-centric approach.

"Product Management is a natural addition to SiriusDecisions’ research services,” Kopec commented. “High-performing organizations are seeking to align not only sales and marketing, but also the product function.”

SiriusDecisions’ new Portfolio Marketing research service provides research and advice support the product, solution and industry marketing functions in b-to-b enterprises. Coverage areas include product-to-solution evolution, sales enablement, personas, messaging and launch.

Both of the new services are based on SiriusDecisions’ Product Marketing and Management (PMM) Model, which was introduced in 2011. The PMM Model creates a strong interlock between product, marketing and sales functions by depicting the series of activities and key deliverables required to bring a product or solution to life.

As a part of its enhanced product focus, SiriusDecisions is also introducing at the Summit its new Innovation Strategy Framework, a decision support tool designed to help b-to-b organizations make optimal product investment decisions. Jeff Lash, research director of SiriusDecisions’ Product Management service at SiriusDecisions, will preview the new model at the Summit.

“Product managers need to be able to allocate innovation investments between the next generation of existing products and new innovation concepts,” explained Lash. "Our Innovation Strategy Framework will help product leaders ensure that decisions around innovation and investment are aligned with their growth strategy.”

A second model, the SiriusDecisions Unified Integration Model, is also making its debut at the Summit. The new model represents a major development in helping to enable the various Sirius models and frameworks work in harmony. The model will be previewed by Jay Gaines, vice president and group director of demand at SiriusDecisions.

“We have created a number of models and frameworks over the past decade to help our clients develop processes that drive performance in the sales, marketing and product functions,” said John Neeson, SiriusDecisions co-founder and managing director. “These models were designed to work together, and with the Unified Integration Model, we now have the architecture to help clients better integrate these processes.”

A third model being introduced at the Summit is the SiriusDecisions Content Model. This workflow process model was designed to help business leaders rethink marketing's role as a content factory.

“Our research indicates that nearly 70 percent of marketing-generated content sits on portal shelves, unused – creating tremendous waste and leaving key content requirements unmet,” said Erin Estep, service director in the strategic communications management practice at Sirius. “The driving force behind today's content conundrum is that organizations are creating too much content about products and not enough content to fuel conversations in inbound marketing and provocative selling scenarios.”

To address this problem, the SiriusDecisions Content Model allows marketing leaders to audit their existing content processes and integrate the efforts of content creators and content users across marketing, sales, and product. With this model, organizations can understand how functions across the entire organization should be contributing to and participating in the new b-to-b content paradigm.

About the SiriusDecisions Summit
SiriusDecisions Summit 2013 is a unique three-day conference produced by the research and advisory firm, SiriusDecisions. Held annually, this year’s theme of “Aligning Sales, Marketing and Product” will bring together over 1,500 of the top sales, marketing and product leaders from Fortune 500 companies and major SMBs to share how b-to-b organizations are solving critical issues that hinder functional performance and predictable growth. Each year, the theme focuses on certain aspects of how sales, marketing and product functions can improve performance. For additional information, please contact Rebecca Barber at 203-665-4003 or visit

About SiriusDecisions
SiriusDecisions ( helps business-to-business companies worldwide improve sales and marketing effectiveness. Management teams make more informed business decisions through access to our industry analysts, best practice research, benchmark data, peer networks, events and continuous learning courses. SiriusDecisions has offices in Boston, London, Montreal, San Francisco and Wilton, CT.

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Rebecca Barber