Megan Heuer

Vice President, Research

Author Insights

Blog

Revenue Operations and the CMO: Game Changer or Game Over?

Megan Heuer June 13, 2019
  • The rise of revenue operations has some marketing leaders concerned about how this affects their role and marketing in general
  • The trend toward deploying aligned revenue operations is proof positive that marketing is an essential contributor to growth
  • B2B organizations that embrace aligned revenue operations and the strategic role of marketing will be best positioned to thrive in the next three to five years
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Blog

Do We Have It All Wrong When It Comes to B2B Technology Buying?

Megan Heuer April 27, 2018
  • While 63 percent of B2B companies report they’ll spend the same or more on tech in 2018, many investments are doomed to fail because they didn’t start with a clear link to business goals
  • We’re our own worst enemy: The current approach to buying tech in B2B does more harm than good by starting with categories and features rather than capabilities required to deliver on functional needs
  • Change is easy to make: Start the B2B tech buying process with what you need to accomplish, and then consider which categories provide the right capabilities
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Blog

Technology Buying Is a Team Sport – Does Your Team Know the Right Rules?

Megan Heuer October 31, 2016
  • Technology buying in B2B has reached a fever pitch, but investments don’t always live up to their promise, which is not the fault of the technology but the way it was chosen and deployed
  • A single technology category can’t address complex business priorities, so it’s critical for leaders and their teams to understand more than feature and function differences
  • Technology buying must begin with defining a business priority, then defining the mix of technologies, processes and skills required to address it
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Blog

Customer Lifetime Value: What You Don’t Know Can Hurt Your Growth (and Profits)

Megan Heuer August 31, 2016
  • Customer lifetime value is coming back into vogue with B2B companies – and this is a positive step
  • A strategic view of LTV helps marketing, sales and other functions make smart investments both pre- and post-sale
  • Account-based and customer marketers should use LTV to help direct efforts where they’ll have the best impact
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Blog

Technology That Supports Successful ABM Strategies

Megan Heuer May 5, 2016
  • Fully 58 percent of B2B companies said they’re planning to invest in account-based marketing (ABM) technology or services in 2016
  • While there are many ABM specialty technologies, don’t forget about how to adjust the use of existing technology for ABM use cases
  • The top planned technology investments for ABM show that companies are looking to make ABM scale and prove its value to the business
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Blog

2016 State of Account-Based Marketing Survey: How Much Difference Does One Year Make?

Megan Heuer March 10, 2016
  • Last year, we conducted the 2015 State of Account-Based Marketing survey
  • Twenty percent of B2B companies indicated they had an ABM program in place for more than one year
  • More than 60 percent of companies were planning to invest in ABM tools or services in 2015
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Blog

First Steps to Building An Account-Based Marketing Plan (And Talking To Sales About It)

Megan Heuer January 8, 2016
  • This is the third in a series of blog posts from two points of view: SiriusDecisions’ Megan Heuer, and SAP’s Jeff Winter
  • This final part in the series focuses on how to build an ABM plan
  • A successful ABM program that can measure results and justify investments needs support from sales and marketing
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Blog

Account Selection, Early Sales and Customer Engagement: The Unsung Heroes of Account-Based Marketing Success

Megan Heuer December 16, 2015
  • This is the second in a series of blog posts from two points of view: SiriusDecisions’ Megan Heuer, and SAP’s Jeff Winter
  • This second part of the series focuses on how to select accounts in an ABM plan
  • Successful account selection requires support from the account manager, especially in the pilot phase
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Blog

How to Get Started With Account-Based Marketing? Start Selling (Internally, That Is)

Megan Heuer October 8, 2015
  • This is the first in a series of blog posts that tell the story of successful account-based marketing from two points of view
  • See views on ABM from marketing leaders Megan Heuer and Jeff Winter
  • Megan and Jeff will share what they’ve learned to help you deliver ABM results faster and avoid some common mistakes
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Blog

Open Letter to B2B CMOs: What You’re Not But Could Be Doing About Customer Experience

Megan Heuer September 10, 2015
  • The SiriusDecisions 2015 B2B Buyer Study showed that customer experience is the biggest driver of purchase decisions
  • It’s bigger than “fit of the product for my needs” and bigger than price as a driver
  • If marketing wants to improve its pipeline and revenue contribution, there are two clear options
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Blog

Do You Have a Silent Killer in Your Sales Pipeline?

Megan Heuer April 29, 2015
  • Sales and marketing must examine the quality of customer experience when determining the health of the pipeline
  • If the quality of your customer experience is poor, it won’t be long prospects decide to go with another.company
  • Organizations should use customer surveys and service and support feedback and be ready to act on this information
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Blog

Is Account-Based Marketing “The Next Big Thing” in B2B?

Megan Heuer March 11, 2015
  • Account-based marketing (ABM) focuses on the needs and opportunity in a single account or a group of named accounts
  • Service companies are expanding their ABM capabilities to meet market demand
  • Technology developments are erasing concerns about ABM as a manual, resource-intensive effort that can’t scale
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Blog

Why Marketing Must Measure More Than Leads: Four Tips for the New, Customer-Focused Reality

Megan Heuer February 26, 2015
  • Demand creation success is limited by the quality of the overall customer experience, especially post-purchase
  • Marketing is taking on new responsibilities in support of customer-lifecycle-focused objectives
  • There is increased focus on post-sale marketing support for customer engagement and customer advocacy
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Blog

Customer Experience Mapping: Why and How to Get Started Now

Megan Heuer February 5, 2015
  • Customer experience mapping is the first step toward taking stock of customer experience activities
  • While 64 percent of B2B companies have a customer experience function, just 43 percent are doing customer experience mapping
  • Taking a fresh look at new methods for customer experience mapping can help organizations achieve better retention, loyalty and advocacy
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Blog

No One Cares What You Have to Say About Yourself: Why Marketing Plans Need Customer Advocacy More Than Ever

Megan Heuer December 23, 2014
Have your marketing results been a little lackluster lately? Are your carefully scripted product videos or clever infographics being met with a collective yawn? There’s a reason for those shrinking response rates, but you may not like it. Allow me to be blunt: No one cares what you have to say about yourself. Across all […]
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Blog

Four Ways to Justify Investing in Customer Experience

Megan Heuer October 1, 2014

Customer experience is a top priority these days, but to get the investment you need to do it right, you need to make a strong case.

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The Customer Is Always Right: Three Things Recurring-Revenue Companies Get That Others Don’t

Megan Heuer September 19, 2014
The business model has many names – the cloud, software as a service, recurring revenue, subscription. They’re not exactly the same, of course, but companies with these business models have something essential in common: Their revenue engines depend on customers who renew regularly and/or who grow their transaction or use volume over time. As a result, […]
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Blog

Customer Experience Improvement Made Practical: Summit Questions Answered

Megan Heuer August 5, 2014
Hooray! It’s been great to see so many B2B companies focusing more on defining and improving their customer experience! Delivering a great experience is the gift that keeps on giving when it comes to supporting revenue growth and encouraging customer advocacy. During our recent Summit, several clients asked us great questions about customer experience strategy […]
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Blog

Customer-Centric Marketing: Three Critical Areas

Megan Heuer July 25, 2014

Whether you’re a Dr. Seuss or Longfellow fan – or are a marketing leader looking to significantly improve your ability to focus on customers … you’ll want to read on.

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Blog

What’s in Your B2B Customer Experience Function?

Megan Heuer July 15, 2014
What’s in your customer experience function? This is not a trick question. The definition of customer experience is a moving target. We know this because we asked more than 200 B2B companies with a customer experience function what they include in it. What we found is that most organizations have room to evolve the customer […]
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