Ellen Lind

Principal Editor

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Blog

Finding The SaaS Goldilocks Zone: Value-Based Pricing That’s Just Right

Ellen Lind October 7, 2020
B2B organizations are increasingly striving to develop a value-based approach to pricing software-as-a-service and subscription offerings, assuming all customers are looking for the same value because they share a requirement for the same type of offering. But every customer has a different idea of what price is “just right.”
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Investigating the Upside Down: Balancing Organizational and Customer Value in B2B Measurement

Ellen Lind May 6, 2020
  • Despite striving toward customer-centricity, too many B2B sales and marketing functions have not evolved the ways in which they measure achievement
  • Internally focused systems of measurement do not provide sufficient insight on how organizations generate value for buyers and customers
  • In their Summit 2020 session, Ross Graber and Anthony McPartlin shared a vision for balancing measurement between organizational and customer value
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Dogs and Cats CAN Live Together: How to Make the Right Post-Acquisition Branding Decisions

Ellen Lind May 6, 2020
  • B2B marketing leaders in today’s highly acquisitive environment must be prepared with a plan to take action on day one after an acquisition
  • From a logical brand integration strategy to a thoughtful approach to communicating with internal and external stakeholders, marketing plays a critical role in successful integrations
  • In a Summit 2020 session, Julie Ogilvie shared a strategic decision-making framework for when and how to integrate acquired brands and a process for ongoing communication with internal and external audiences
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Buyers Come in Many Flavors: What Our Buying Study Shows About Buying Behaviors

Ellen Lind October 11, 2019
  • One of the most popular topics across the SiriusDecisions client base is insights and guidance on understanding buyers’ needs
  • SiriusDecisions’ biennial B2B Buying Study gathers data on buyer preferences across different global regions, industries and buyer personas
  • In their Summit Europe 2019 session, Angela Leech and Paul Ferron shared EMEA-focused insights from this year’s study that organizations can leverage to inform sales, marketing and channel decisions at the regional level
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Revenue Enablement: B2B’s New LBD

Ellen Lind October 10, 2019
  • Though sales enablement is making progress via competency-driven support for sales reps, other customer-facing personas receive less formal enablement
  • B2B organizations vary widely in their approaches to enabling customer-facing associates, which can significantly affect the consistency of outcomes, scalability and measurement of impact
  • In his Summit Europe 2019 session, Peter Ostrow shared how organizations can optimize their revenue engine by using the SiriusDecisions Revenue Enablement Framework
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All Customers Are Asking … Is for a Little Respect (and Relevance)

Ellen Lind May 6, 2019
  • B2B companies are investing heavily in customer insights and personalization technologies to better engage with customers
  • Massive amounts of customer data aren’t helping companies understand customer behavior because they’re looking for out-of-date, siloed behavior patterns
  • SiriusDecisions’ Respect and Relevance Continuum provides a five-step process to help companies focus their customer interaction strategies on customer needs
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The Cat’s Out of the Bag: Satisfied Customers Become Loyal Advocates

Ellen Lind April 11, 2019
  • Although the B2C and B2B post-sale journeys differ, the basics of a positive customer experience are the same
  • Organizations that place a great deal of importance on customer engagement are far more likely to gain and maintain loyal customer advocates
  • SiriusDecisions Command Center® data shows that in organizations with a robust reference program, references make an impact on at least 50 percent of revenue
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The Brand Experience Navigator – A GPS for Reaching Your Best Brand and Customer Experience

Ellen Lind May 9, 2018
  • A great brand captures the essence of what an organization stands for in an authentic way that’s relevant and differentiated for its key audiences
  • For many organizations, however, the brand becomes muddled because employees don’t know or don’t care about it – leading to inconsistent and frustrating customer experiences
  • At Summit 2018, Julie Ogilvie and Lisa Nakano showed how to use the SiriusDecisions Brand Experience Navigator to build an integrated customer, employee and brand experience
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Summit 2018 Preview: Nurture in the Context of the Demand Unit Waterfall™

Ellen Lind April 24, 2018
  • Summit is the premier event for B2B sales, marketing and product leaders to learn best practices for driving greater alignment and topline revenue growth
  • At this year’s Summit, Erin Bohlin and Laura Cross will present a keynote focused on nurture in a Demand Unit Waterfall world
  • This session outlines how to rethink the concept of nurture to plan and deploy the right mix of interactions and content throughout the decisionmaking process
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Marketplace Essentials: Q&A With Rachel Merkin

Ellen Lind October 25, 2017
  • Brainshark, a sponsor of SiriusDecisions events, is a provider of sales enablement and readiness software
  • This spring, Ellen Lind asked Brainshark’s senior marketing program manager, Rachel Merkin, some events-related questions
  • Rachel and her team make sure that even sales reps who weren’t at the event have the tools to speak intelligently about it in followups with delegates
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Summit Europe 2017 Highlights: Building a Localization-Informed B2B Content Engine

Ellen Lind October 6, 2017
  • Three out of four B2B organizations lack a formalized approach to defining and running their global content engines, causing them to underperform
  • At SiriusDecisions Summit Europe 2017, Christine Polewarczyk and Julian Archer shared how to build a strong, successful global B2B content engine
  • Leverage the SiriusDecisions Content Model and the SiriusDecisions Localization Model to help devise an efficient content localization strategy
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Summit Europe 2017 Highlights: Unlocking the Strategic Potential of Sales Operations

Ellen Lind October 5, 2017
  • At SiriusDecisions Summit Europe 2017, Dana Therrien shared sales operations insights from the Command Center® and 2018 planning assumptions
  • Dana categorized these insights into the seven accountabilities of the SiriusDecisions Sales Operations Accountabilities Sunburst
  • Sales operations leaders should create and update a roadmap for investment in enhanced strategic accountabilities like data science
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Summit Europe 2017 Preview: Q&A With Meta Karagianni

Ellen Lind August 18, 2017
  • Summit Europe is the premier destination for Eurocentric B2B research and innovation
  • For a preview of what this event will offer, Ellen Lind interviewed Meta Karagianni, service director for SiriusDecisions
  • Among many other topics, Summit Europe attendees will learn how sales and marketing can work together to align with what buyers want
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Summit Europe 2017 Preview: Q&A With Isabel Montesdeoca

Ellen Lind July 31, 2017
  • Summit Europe is the premier destination for Eurocentric B2B research and innovation
  • For a preview of what this event will offer, Ellen Lind interviewed Isabel Montesdeoca, director of EMEA research at SiriusDecisions
  • Among many other topics, Summit Europe attendees will discover how new data privacy regulations will drive marketers to adopt better marketing practices
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Summit Europe 2017 Preview: Q&A With Julian Archer

Ellen Lind July 27, 2017
  • Summit Europe is the premier destination for Eurocentric B2B research and innovation
  • For a preview of what this event will offer, Ellen Lind interviewed Julian Archer, a senior research director at SiriusDecisions
  • Among many other topics, Summit Europe attendees will learn how to improve localization processes for better content localization performance on a global scale
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Marketplace Essentials: Q&A With Amanda Wynne

Ellen Lind June 28, 2017
  • SAVO, a sponsor of SiriusDecisions events, is a Chicago-based pioneer in sales enablement software
  • This spring, Ellen Lind asked SAVO’s senior director of marketing, Amanda Wynne, some events-related questions
  • Amanda and her team get their reps excited during event booth duty with fun giveaways that customers love
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Marketplace Essentials: Q&A With Heather Foeh

Ellen Lind May 31, 2017
  • LookBookHQ, a sponsor of SiriusDecisions’ Summit, builds software that accelerates B2B purchase decisions
  • Before 2017’s Summit, Ellen Lind asked LookBookHQ’s VP of customer experience, Heather Foeh, about events and customer advocacy
  • Heather and her team leverage events to build relationships with customer advocates by soliciting their feedback on new products
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The Customer Engagement Model: The Secret to a Long-Lasting Relationship

Ellen Lind May 19, 2017
  • On the main stage at SiriusDecisions Summit 2017, Lisa Nakano and Megan Heuer introduced the Customer Engagement Model
  • The model has three main components: drivers, indicators and scores
  • The essential drivers of customer engagement that affect post-sale business goals are growth, advocacy, retention and engagement
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Six Components of a Highly Effective Sales Machine

Ellen Lind May 18, 2017
  • On the main stage at SiriusDecisions Summit 2017, Mark Levinson and Phil Harrell introduced the Sales Operating Model
  • The model has four roles at its core: sales leadership, sales operations, sales enablement and channel sales
  • Each role plays a key part in the six standards sales organizations should implement and utilize to drive operational excellence
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Marketplace Essentials: Q&A With David Buffaloe

Ellen Lind April 26, 2017
  • Zift Solutions, a sponsor of SiriusDecisions’ events, offers Channel as a Service (CHaaS)
  • After the 2017 Sales Leadership Exchange, Ellen Lind asked Zift’s VP of marketing, David Buffaloe, some event-related questions
  • David and his team leverage events to expand relationships with customers by reaching out to other buyers in an account
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