Drew Zalucky

Sr Editor & Inf Arch Mgr

Author Insights


Revenue Enablement: Know Your Customer, Know Your Strategy

Drew Zalucky May 7, 2020
  • B2B revenue enablement demands an understanding of the specific combination of personas, competencies, assets, and communications inherent to every buyer and customer journey
  • As Forrester SiriusDecisions defines it, revenue enablement is a discipline that seeks to bring the skills, knowledge, assets, and process expertise to all customer-facing roles
  • Our research shows that organizations with advanced capabilities around revenue enablement are more likely to outperform others still employing more siloed approaches toward optimizing their customers’ experience

Using the Demand Spectrum to Match Sales Needs With Marketing Strategy

Drew Zalucky May 6, 2020
  • Sales teams employ different strategies to reach different audiences, and marketing needs to tailor its activities to complement, rather than contradict, these strategies
  • Marketing teams run into trouble when they try to provide support for sales without matching their marketing tactics to the strategies used by sales
  • To help B2B organizations solve for this conundrum, the SiriusDecisions Demand Spectrum model shows how to tailor marketing approaches to sales strategies

SiriusDecisions’ Top 10 Research Articles of 2019

Drew Zalucky December 18, 2019
  • SiriusDecisions clients look to us to provide guidance on bringing offerings to market, understanding buyers, marketing measurement and a host of other priorities
  • This year-end blog post reveals the 10 most read pieces of research from 2019
  • Our most popular research includes classics of the SiriusDecisions research canon, along with a couple newer additions expounding on core concepts

Andrew Gordon: Story Is King

Drew Zalucky May 8, 2019
  • At SiriusDecisions Summit 2019, animator Andrew Gordon spoke about how his journey to Pixar and animating some of the most popular characters of all time
  • He also focused much of his talk on how to tell a good story and how to give effective and constructive feedback
  • He emphasized that his advice applies to organizations of all kinds, not just those in the entertainment industry

The Revenue Engine: What Works Now? And What Does the Future Hold?

Drew Zalucky May 6, 2019
  • To be successful in B2B, organizations need to know what good looks like today, and have an eye for the future
  • This means carefully examining what elements must be in place now to operate effectively in sales, marketing and product – while also looking forward to emerging and disruptive trends in the market
  • These requirements were the theme of “The Customer-Obsessed Revenue Engine: What It Means to Deliver High Performance Today While Building for B2B’s Future,” presented by Megan Heuer and Marisa Kopec at this year’s SiriusDecisions Summit in Austin


Marketing Operations: The “High-Performance Oil” for the B2B Revenue Engine

Drew Zalucky April 24, 2019
  • This year’s Summit in Austin will feature presentations dedicated to what it takes to be a high-performing B2B function
  • Marketing operations is the high-performance fuel for the B2B revenue engine
  • Julian Archer and Lucy Gillard will explain why organizations need to make investments in marketing operations headcount and enablement

Summit Europe 2018: Building a Content Marketing Strategy That Crosses All Borders

Drew Zalucky October 4, 2018
  • Global and regional marketing teams can use content marketing to build inbound awareness and seed demand, but they often struggle to craft a strategy to accomplish these goals
  • Organizations can use the Content Marketing Strategy Turbine to achieve their content marketing objectives
  • At Summit Europe 2018, Christine Polewarczyk and Paul Dolan described how to use a globally consistent – yet locally relevant – content marketing approach

Data Privacy and Compliance: Regulations Don’t Have to Be Scary

Drew Zalucky October 3, 2018
  • Regulatory compliance is often thought of as a burden or a threat to an organization’s bottom line
  • But it doesn’t have to be this way, as some rules – such as GDPR – can help enhance cross-functional alignment
  • At Summit Europe 2018, Julian Archer and Phil Harrell described how B2B organizations can use data privacy compliance to their advantage

What Artificial Intelligence Means for B2B

Drew Zalucky May 9, 2018
  • It’s imperative that B2B organizations stay informed on the implications that artificial intelligence (AI) has across all industries
  • The four types of AI can yield significant benefits for an organization’s revenue engine
  • At this year’s Summit in Las Vegas, Monica Behncke and Kerry Cunningham went into detail about AI and its current and future possibilities for B2B

Events: Their Use in Pipeline Acceleration Programs

Drew Zalucky September 27, 2017
  • Not all organizations utilize events in a disciplined manner, particularly when it comes to pipeline acceleration
  • SiriusDecisions has identified three ways in which sales and marketing can collaborate to leverage events for accelerate opportunities through the pipeline
  • SiriusDecisions also offers specific recommendations for optimizing sales and marketing alignment around events for each of these pipeline acceleration scenarios

Event Marketers: Essential Knowledge and Skills

Drew Zalucky August 28, 2017
  • B2B event marketing departments need to have the right people with the right skills to be successful, not just the right technology and processes
  • From an organizational design perspective, this means having several roles set up to cover all aspects of event planning and execution
  • Event marketers must be knowledgeable about the organization’s offerings and value proposition, key industries and market segments

Event Strategy: Q&A With Paralee Walls of Kapost

Drew Zalucky July 25, 2017
  • Kapost creates solutions that help B2B organizations manage every aspect of the buyer’s journey
  • Paralee Walls is Kapost’s director of content marketing, focused on digging into the best content strategies for clients and prospects, thought leadership and the educational component of content marketing
  • At this year’s Summit in Las Vegas, we got a chance to chat with Paralee and ask her about how Kapost approaches its event strategy

SiriusPerspective: Using Social Media to Maximize Event Effectiveness

Drew Zalucky June 28, 2017
  • We asked SiriusDecisions thought leaders across several advisory services and business units about using social media to maximize event effectiveness
  • One common theme was using social before, during and after an event, and not as a set of isolated tactics
  • Additionally, the use of social media at events should be part of a wider social influencer strategy

The People’s Shark: Daymond John Delivers an Insightful Closing Keynote at Summit 2017

Drew Zalucky May 20, 2017
  • As the closing keynote speaker at Summit 2017, Daymond John took the audience down his path to success
  • He also introduced his five SHARK points to help guide future entrepreneurs on their way
  • One SiriusDecisions theme was ever present during his talk: audience-centricity

Making the Transformation From a Product Focus to an Audience-Centric Go-to-Market Model

Drew Zalucky May 18, 2017
  • As organizations mature, they must find a way to tailor their offerings to satisfy audience needs
  • At Summit 2017, Ross and Marisa introduced the SiriusDecisions Go-to-Market Execution Model
  • Organizations should work to understand the level of traction they have with key audiences

Event Strategy: The Four Program Families

Drew Zalucky April 25, 2017
  • An event cannot simply be a one-off activity performed for its own sake
  • To properly align execution to goals, marketing leaders should build out their event strategy using the four program families
  • This allows organizations to do a better job of selecting the right tactics and staffing levels for events

Events and Technology: Enhancing Attendee Experience and Data

Drew Zalucky February 23, 2017
  • Events give an organization a powerful opportunity to present its ideas, brand and culture
  • Event tech support is now much more sophisticated, which enhances the event experience and allows for greater personalization
  • By making appropriate use of the latest technology, events professionals and marketers can keep people engaged with the event

Summit Sponsor Essentials: Q&A With Georgie Donahue

Drew Zalucky January 25, 2017
  • Here are three key points Georgie would like to share about this year’s Summit
  • We’ve created an interactive show floor map to allow delegates to more easily navigate the show floor
  • This year, the Marketplace will open at 12 p.m. on Tuesday, May 16, as Summit delegates will be onsite and ready to learn

Summit Europe 2016 Highlights: Customer Marketing – The Role of Regional Teams

Drew Zalucky September 27, 2016
  • Customer experience has become the critical differentiator in B2B buying decisions
  • In 2016 SiriusDecisions conducted the B2B Customer Experience Study of 650 B2B customers in the U.S. and Europe
  • In that study, we found that 81 percent of a buyer’s vendor selection decision is based on customer experience

SiriusDecisions Summit 2016 Highlights: How Should Product Leaders Identify and Prioritize Customer Needs?

Drew Zalucky May 25, 2016
  • The SiriusDecisions Needs Aperture is a straightforward process so product teams can drive growth and better inform key processes
  • Jeff Lash and Rachel Young presented this on stage at Summit 2016 to create a comprehensive view of the process to identify and select needs
  • The goal is to help organizations move from a product-focused orientation to one that is customer-driven
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