John Donlon

VP, Product Management

Forrester Bio

Author Insights


What Baking Shows Taught Me About B2B Technology

John Donlon April 22, 2019
  • SiriusDecisions Summit now includes a distinct technology track that features both foundational and advanced sessions
  • Many of these Summit sessions will have technology implications, making it critical for both business and operations leaders to attend
  • The future of B2B technology will be built on a series of layers that bring consolidated approaches to data, analytics and orchestration

Data Management: Tales from a Race Director

John Donlon November 1, 2016
  • Data issues abound, even in relatively small data sets – growing data management proficiency is critical
  • Focus on several key areas: process, interlock, skills and roles, measurement and culture
  • Join John Donlon and Steve Silver at the SiriusDecisions TechX event in Austin this month

Data-Driven Marketing: Three Forums and Takeaways

John Donlon August 17, 2016
  • Data is the fuel for your marketing engine that can turbocharge your demand creation efforts
  • New data privacy legislation is in effect in the EU, and organizations need to adapt quickly
  • Revisit data requirements with internal stakeholders to manage the right data in the right way

Data Governance: From Project to Program

John Donlon June 9, 2016
  • Shifting from a defined project to an ongoing program is a challenge for many organizations
  • Leverage the enthusiasm for a data cleanup project to establish ongoing data governance
  • Ownership, a roadmap and internal promotion are key to transitioning into a sustainable program

Three Takeaways From Our Data Management Roundtables

John Donlon April 25, 2016
  • Dump those old contacts; they’re probably not worth hoarding
  • Marketing operations still needs to control the list upload process, but that doesn’t let everyone else off the hook
  • Data unification is an increasingly hot topic for marketing

Behind Every Data Problem…

John Donlon August 11, 2015
  • Behind every data problem, there’s a process problem – and behind every process problem, there’s likely a people problem
  • First, think about the processes in place to bring data into your systems and manipulate it once it’s been captured
  • Once these processes are identified, think next about who performs those activities

A SiriusView to Contact Data Management Vendors

John Donlon April 10, 2015
  • Contact data management vendors offer a range of services
  • SiriusDecisions’ recently published SiriusView, “Contact Data Management 2015,” evaluates 13 vendors
  • Selecting the right contact data vendor is an important piece of an organization’s overall data management strategy

The Steak and the Sizzle

John Donlon February 23, 2015
  • Marketers often spend too much time promoting their contribution to the business vs. marketing measurement
  • It’s important not to give short shrift to deal forensics – touch analysis, identifying what tactics do and don’t work
  • The results of measurement provide the insights that prove marketing’s real impact

What Love Taught Me About Customers

John Donlon January 23, 2015
  • Marketing content must be written in a way that appeals to the buyer audience, using terminology that buyers understand
  • Identifying buyer personas and understanding their attributes and preferences are the keys to effective messaging and content
  • Marketers must never be complacent about gaining insight into what will resonate with buyers and customers

Where Are Your Buyer and Customer Sensors?

John Donlon December 15, 2014
Buyer and customer sensors? Wait a minute. First things first: What the what do you mean by “sensors”? Glad you asked. A sensor is any sort of mechanism that can detect activity and transmit information about that change or event so that it can be used for analysis and reaction, either in real time or […]

Scapegoats? Just Say “Naaaaah”

John Donlon November 25, 2014
This just in: My favorite football team, the New England Patriots, may be in trouble. Many of you will revel in this notion, some will nod in solemn agreement, and others may say, “Football? Oh, you mean American football…” The Patriots went into the season with high expectations, and though they’ve somewhat righted the ship, […]

Do You Have a Tess McGill Strategy?

John Donlon September 26, 2014

How can you successfully unify your internal and external data in a way that drives better insights into your prospects and customers?


Dog Days of Data

John Donlon August 8, 2014

How many times have we let one sales rep’s impression of what it takes to win a deal influence our entire marketing strategy? How many times has the HIPPO (Highest Paid Person’s Opinion) – one opinion, mind you – won out, leading to a copy rewrite that resonates with that person, but not with the target persona?


Bright Spots and Butterflies

John Donlon July 11, 2014

If your organization is facing change, are the bright spots clear? Is it obvious what behaviors will thrive going forward?


Making Process Changes Stick

John Donlon June 26, 2014
You’ve done it! You made all the right moves. You updated your process based on what your customers deem important. You resisted the urge to buy the shiny new piece of technology until after the process was squared away. You’ve flipped the switch on the new way of doing things and launched it to the […]

Tupperware and Data Segmentation

John Donlon June 6, 2014
Does anybody else have the same problem I do? The Tupperware drawer in my kitchen is a complete nightmare. There are containers of all sorts of shapes and sizes, and lids that may or may not match the containers. While a few of the pieces are the same size, others are merely similar and don’t […]

Charting a Path for Marketing Ops Resources

John Donlon May 14, 2014

The marketing operations function is maturing, and strong individuals are thriving, but what’s next for them? Here’s a progression that we have seen work well.


Process Improvement: It’s Not All About You

John Donlon April 8, 2014
OK, so we’ve talked about some of the hidden pitfalls of driving real process improvement in sales and marketing. When we last visited our (process) hero, we saw how stepping up and taking ownership of a process can go a long way to ensure that activities will be continuously optimized. But now you’re saying, “What do […]

Process Improvement: If Not You, Who? If Not Now, When?

John Donlon March 4, 2014
In my last post on exposing the hidden hurdles to real process improvement in sales and marketing, we explored how being an efficient middle man can give a false sense of security. In this post, we’ll delve into another topic: lack of ownership. While process improvement may be urgently needed, marketing and sales leaders are […]

Are You the Efficient Middleman?

John Donlon January 31, 2014

This is the first of a series of blog posts, where SiriusDecisions analyst John Donlon explains some of the not-so-obvious gotchas that hold back real process improvement, what you can do to avoid them, and how to emerge as a process hero. The topic of this article is the Fallacy of the Efficient Middleman.