Identifying and addressing strategic and tactical gaps that impact content engine performance should be one of the top priorities for CMOs and their marketing organizations in 2019 and the foreseeable future. Unfortunately, less than 22% of B2B marketing organizations rate themselves as having advanced content engine maturity according to our 2018 State of B2B Content Study. As marketers, focusing on what needs to be done to drive content transformation is one of the most impactful ways of improving the customer experience. In doing so, you’ll steepen the arc of your evolution and build for more success.Demand Gen Report: The event theme this year is “seeing B2B through a new lens.” What advice would you give marketers looking to evolve their strategies and successfully change things up this year?Ĭhristine Polewarczyk: While many B2B organizations have articulated that digital transformation and customer experience optimization are high priorities, many are still patching problems in their content engines instead of looking holistically at the problems. What all sales leaders should note is the application of these lessons to their own organization in an ever-increasing market. As the national market continues to consolidate and mature, companies like Forrester are moving internationally and increasing their product offering to meet revenue and profit goals.Īs sales leaders, the acquisition should not come as much of a shock given the natural complementary nature of the business and both businesses performance in keeping ahead of the rapidly changing market. Forrester mentions they will accelerate international growth plans, especially through the selling of the SiriusDecisions product via the Forrester global sales force and channel programs. Third, this acquisition highlights the increasing need to expand globally.Īnother core tenant of the acquisition is the ability for Forrester to immediately expand globally. This acquisition continues the trend of data as a key asset and will likely set Forrester apart from a product standpoint. Second to this, the “Sirius Way” was heavily focused on data intensive optimization of marketing, sales and product operations through product like their famous Demand Waterfall. We envision SiriusDecisions joining this party and likely becoming a part of their CX strategy. All focused on data and analytics and Forrester plans to use them as the engines to evolve its CX (customer experience) Index into a real-time CX Cloud. In July, Forrester bought customer feedback player FeedbackNow and the analytics company GlimpzIt. Second, the acquisition highlights the increasing importance of data. SiriusDecisions heavily markets a B2B product, which also represents a building block on top of the B2C products that Forrester offers.
As mentioned above, this represents an almost doubling of the total market opportunity available to the combined business. The company will bring Forrester into financial services, retail, healthcare, energy and utility verticals where they were lacking before. One of the major points brought up following the announcement is the value that SiriusDecisions will add from a vertical standpoint. First, this acquisition highlights the need to be able to reach new verticals and new roles. The acquisition highlights a number of important strategic considerations for CRO’s and sales leaders everywhere. Forrester will help bring SiriusDecisions’ data and consulting tools to new verticals while SiriusDecisions will, in turn, add $100MM in revenue in 2019 and double Forrester’s potential market in strategy from $20B to $40B by opening up B2B industries. Unless you were living under a rock, sales leaders everywhere woke up this week to the news that Forrester would acquire SiriusDecisions for $245MM in cash.
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