Ellen Lind

Principal Editor, Product Lead

Author Insights

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.”
Blog

Investigating the Upside Down: Balancing Organizational and Customer Value in B2B Measurement

Ellen Lind May 6, 2020
The concept of parallel universes has obsessed science fiction fans and scientists alike for generations. This theme pervades comic books, video games, TV, and movies. In the Netflix series Stranger Things, for example, the Upside Down is an alternate reality that exists in parallel to the human one. It contains familiar places, properties, and characteristics […]
Blog

Dogs and Cats CAN Live Together: How to Make the Right Post-Acquisition Branding Decisions

Ellen Lind May 6, 2020
In the 1984 film Ghostbusters, the titular team of parapsychologists bursts into New York City Hall to warn the mayor of the city’s impending destruction by evil paranormal forces. When the mayor doesn’t quite understand the magnitude of the problem and the urgency of addressing it, Dr. Peter Venkman tries to put it into terms […]
Blog

Buyers Come in Many Flavors: What Our Buying Study Shows About Buying Behaviors

Ellen Lind October 11, 2019
Jelly beans originated in the early 19th century. The first jelly beans came in just a few flavors, and the flavoring was only on the outside. Inside, each bean simply tasted sweet. In 1965, the Herman Goelitz Candy Company in Oakland, California, came up with a breakthrough recipe for mini jelly beans that were flavored […]
Blog

Revenue Enablement: B2B’s New LBD

Ellen Lind October 10, 2019
The little black dress (LBD) has been considered essential to a woman’s wardrobe since its popularization by Coco Chanel in the 1920s. Its versatility, affordability and wearability have made generations of women of all shapes, sizes and fortunes feel elegant and confident. Over nearly 100 years, every major fashion house has designed its own statement […]
Blog

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
Blog

The Cat’s Out of the Bag: Satisfied Customers Become Loyal Advocates

Ellen Lind April 11, 2019
A few months ago, my cat, Cowboy (pictured), started eating less and became lethargic. After several trips to the vet, my husband and I began to suspect that Cowboy had developed an allergy to his long-preferred cat food. Indeed, once we switched him to another kind, he began to recover right away. But what would […]
Blog

The Brand Experience Navigator – A GPS for Reaching Your Best Brand and Customer Experience

Ellen Lind May 9, 2018
A B2B organization’s employees and its customers are ideally on a shared journey toward a higher plane of customer experience, value delivery and loyalty. Uniting in the pursuit of shared goals can have an amazing, transporting effect. But customer experience is so complicated – with so many variables and so many people involved – that […]
Blog

Summit 2018 Preview: Nurture in the Context of the Demand Unit Waterfall™

Ellen Lind April 24, 2018
The concept of a demand unit challenges marketers to broaden their thinking about how to engage all parties involved in a B2B purchase. Unfortunately, data, systems and processes have hindered demand marketers’ ability to create nurture programs that incorporate the context of the buying group. At this year’s SiriusDecisions Summit, Erin Bohlin and Laura Cross […]
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Marketplace Essentials: Q&A With Rachel Merkin

Ellen Lind October 25, 2017
Editor’s note: This post is part of the tenth issue of our B2B Marketplace Newsletter, a resource for marketing and events professionals from leading technology and services providers. Go here to learn more and subscribe. Brainshark, a sponsor of SiriusDecisions events including the 2017 Sales Leadership Exchange in February and the 2017 Summit in May, is […]
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Summit Europe 2017 Highlights: Building a Localization-Informed B2B Content Engine

Ellen Lind October 6, 2017
Many architectural wonders of the world – Stonehenge, the Great Wall of China, the Great Sphinx and pyramids of Giza, the Roman Colosseum – are made of stone, yet each was built using different construction processes and methods. The resulting structures reflect creative designs that are heavily influenced by the local culture of the civilizations […]
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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
Blog

Summit Europe 2017 Preview: Q&A With Meta Karagianni

Ellen Lind August 18, 2017
The eighth annual SiriusDecisions Summit Europe, which will be held in London on October 4–5, will provide two days of data-driven best practices research; the latest updates on innovations across the B2B space; and an opportunity to network with an elite community of European sales, marketing and product leaders. In the third of three interviews […]
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Summit Europe 2017 Preview: Q&A With Isabel Montesdeoca

Ellen Lind July 31, 2017
The eighth annual SiriusDecisions Summit Europe, which will be held in London on October 4–5, will provide two days of data-driven best practices research; the latest updates on innovations across the B2B space; and an opportunity to network with an elite community of European sales, marketing and product leaders. In the second of three interviews […]
Blog

Summit Europe 2017 Preview: Q&A With Julian Archer

Ellen Lind July 27, 2017
The eighth annual SiriusDecisions Summit Europe, which will be held in London on October 4–5, will provide two days of data-driven best practices research; the latest updates on innovations across the B2B space; and an opportunity to network with an elite community of European sales, marketing and product leaders. In the first of three interviews […]
Blog

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
Blog

Marketplace Essentials: Q&A With Heather Foeh

Ellen Lind May 31, 2017
Editor’s note: This post is part of the fifth issue of our B2B Marketplace Newsletter, a resource for marketing and events professionals from leading technology and services providers. Go here to learn more and subscribe. LookBookHQ, one of the sponsors of SiriusDecisions’ recent 2017 Summit, builds software that accelerates B2B purchase decisions. By delivering more of the […]
Blog

The Customer Engagement Model: The Secret to a Long-Lasting Relationship

Ellen Lind May 19, 2017
What’s the secret to any successful relationship? Well, there may be no single success factor, but listening to each other and providing continual support are a great start. And if you want to prove your commitment…maybe you should put a ring on it. In their keynote session today at Summit 2017 in Las Vegas (what […]
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Six Components of a Highly Effective Sales Machine

Ellen Lind May 18, 2017
What if you were offered the opportunity to become the general manager of your favorite sports team? This may be a dream come true for some of us, but we would all need to start our list of things to do upon accepting the job with the same question: What do I need to put […]
Blog

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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