Jay Gaines

CMO and Research Fellow

Author Insights

Blog

A Simple One-Step Guide to Making Smart Technology Choices for B2B Sales and Marketing Leaders

Jay Gaines October 12, 2017
  • SiriusDecisions Technology Exchange (TechX) will reveal the strategy behind building a best-in-class sales and marketing tech stack
  • TechX attendees will gain insight into key emerging technologies through real-world examples of how they are being used
  • TechX attendees will learn best practices for engaging technology providers
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Blog

How to Use Metrics to Drive Alignment and Accountability

Jay Gaines July 18, 2017
  • B2B sales, marketing and product leaders struggle to create focus across teams and functions, and gain and maintain insight into progress toward key goals
  • Alignment and accountability come from identifying the correct metrics that provide leaders with the insight they need
  • Leaders are operating in a fog of metrics;  a simple and structured approach for selecting metrics that matter is crucial
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Blog

Back in the CMO Saddle

Jay Gaines May 30, 2017
  • SiriusDecisions’ marketing analyst Jay Gaines recently became the company’s new CMO
  • Back in the role of marketing leader, Jay can now apply SiriusDecisions’ best practices in his work with the marketing team
  • One of Jay’s priorities as CMO is to show the world how deeply invested SiriusDecisions is in its clients’ success
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Blog

CMOs Must Make Sense of Marketing Tech Mayhem

Jay Gaines November 19, 2015
  • When it comes to marketing technology, B2B CMOs are overwhelmed, inundated and outnumbered
  • CMOs should link technology categories to core marketing jobs in order to simplify their view of the tech landscape
  • Strong evaluation processes and partnering with technology leaders is a wise move for even the most tech-savvy CMOs
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Blog

What Is Your Marketing Org Chart Telling You?

Jay Gaines March 5, 2015
  • Org charts provide a snapshot of the current state of an organization’s structure
  • They don’t show the scope of responsibility each function has in the context of core processes
  • They don’t show how functions are supposed to work together
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Blog

Beware the Pendulum Swing to Decentralization

Jay Gaines October 3, 2014

Virtually every organization SiriusDecisions works with is urgently moving toward greater customer- and buyer-centricity in how it operates and goes to market. This is a good thing. When done properly, it drives many positive outcomes, including …

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Blog

Why Sales Leaders Should Love Lead Nurturing

Jay Gaines June 4, 2014
“While marketing is playing around coddling and nurturing prospects, my sales team still needs to close deals and hit quota. We don’t have time for these games and distractions.” Ouch! Those were the first words out of the mouth of a very competent, experienced and successful chief sales officer (CSO) in a recent meeting I […]
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Blog

The Correct Way to Define a Lead

Jay Gaines April 2, 2014
Too often, when marketing leaders sit down with their counterparts in sales to discuss lead definitions, the only factor considered is what sales wants. While this discussion is relevant and valuable, the result is typically one of two scenarios: “Cream of the Crop” Leads. These leads may fulfill all the requirements of BANT (budget, authority, […]
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Blog

Rise and Fall of a CMO: A Cautionary Tale

Jay Gaines January 15, 2014
What follows is a true story. Names have been changed or omitted to protect the innocent. Once there was a new chief marketing officer whom we will call Pat. S/he entered the role with great fanfare and raised hopes across the enterprise . . . except for sales; they were mostly indifferent, for they had […]
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Blog

Great CMOs Create Great Focus

Jay Gaines October 1, 2013

A universal characteristic of high-performing B2B marketing organizations is focus. One thing a CMO can do is come to the annual strategic planning process prepared to create focus, through what is called a relative targeting exercise.

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Don’t Believe All You Hear About Rising B2B Marketing Budgets

Jay Gaines September 19, 2013

Do you know how marketing budgets will change in 2014? We compare predictions against reality when it comes to marketing budget planning.

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CMO Imperative: Share The Terror

Jay Gaines June 3, 2013

At this year’s Summit, our keynote speaker, General Stanley McChrystal spoke about the heavy burden of real leadership, and the importance of creating an environment of shared purpose, understanding and risk when motivating people to achieve a common goal. Here’s how marketing leaders can apply McChrystal’s principles.

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Blog

Get Rid of Online Marketing

Jay Gaines November 12, 2012

While most companies continue to have “online marketing” as a discrete group (similar to product marketing or corporate marketing), many marketing leaders have come to realize this arrangement is less than optimal, and the online marketing group may no longer have a place in the modern B2B organization.

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Blog

Are You an “Innie” or an “Outie”?

Jay Gaines October 22, 2012

A debate is raging within B2B marketing organizations about which approach is best: inbound marketing or outbound marketing.

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Blog

Long-Term Nurture: You’re Doing It Wrong

Jay Gaines October 8, 2012
In most organizations, “long-term nurture” is either a meaningless phrase, or an out. I will illustrate my point by sharing a conversation I recently overheard at a marketing event: Marketer 1: What do you do with your leads that don’t ever respond to offers in your targeted nurture programs? Marketer 2: We put ’em in […]
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Blog

Sales Accepted Leads: The Most Important (and Most Overlooked) Step in the Demand Creation Process

Jay Gaines August 2, 2012
SiriusDecisions defines the sales accepted lead (SAL) stage of the demand creation process as a formal process for acceptance of leads by inside, field or channel sales. A service-level agreement (SLA) should be created that specifies the characteristics of a sales-ready lead and the resulting steps sales must take within a specific timeframe. Salespeople who […]
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Blog

A Foundation for Focused and Effective Lead Nurturing

Jay Gaines July 2, 2012

Companies with high-performing nurture programs understand that the focus necessary for success starts with the planning process. These organizations often use the SiriusDecisions nurture framework, regardless of the type of nurture they plan to use, to ensure plans and resulting flows are focused and effective.

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Blog

The Problem With Lead Nurturing

Jay Gaines May 2, 2012
One of the best things about being a SiriusDecisions analyst is that we work closely with a broad range of clients, affording us the opportunity to observe what really works and what doesn’t. When it comes to lead nurturing, what doesn’t work is complexity. Marketing automation platforms have provided marketers with the ability to design […]
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Blog

Skilled Marketers’ Biggest Challenge: Outdated Perceptions (Sales, Take Note)

Jay Gaines March 14, 2012
SiriusDecisions spends considerable time working with great marketers who are creating tremendous value for their companies. These marketers are consistently doing things that were once unheard of, including: Measuring, reporting and becoming predictive about marketing’s contribution to sales pipeline and revenue Establishing rigorous processes, and benchmarking their own performance on many fronts to drive continuous […]
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Blog

Sales Is From the Sun; Marketing Is From Pluto

Jay Gaines November 1, 2011
When I began my career in B2B sales, two things quickly became apparent: Selling was largely about relationships, and marketing was mostly useless to me. In fact, marketing actually made my job more difficult. Sure, they made some nice flyers and brochures, but the messages always seemed off; frankly, I also resented their seemingly easy […]
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