Robin Whiting

Principal Editor

Author Insights


Existing Products: The Middle Child of the Product Portfolio

Robin Whiting May 6, 2020
  • Many B2B organizations focus mainly on developing and launching new offerings, which starves current offerings of much-needed resources
  • Product managers are often unsure how to manage in-market products to drive financial and market performance
  • Lisa Singer explained how to develop a growth strategy for existing products in her Summit presentation “Managing Products for Growth”

Jellyfish and the Future of B2B Buying

Robin Whiting May 4, 2020
  • B2B buyers are altering their behaviors in response to changes in their environment
  • B2B buyers expect their buying interactions with organizations to be open, connected, intuitive, and immediate
  • Amy Hayes and Steve Casey analyzed these trends in their keynote Summit presentation “The Future of Buying: How to Anticipate and Plan for Your Buyers’ Evolving Expectations”

How to Win Friends and Influence People (So They’ll Approve Your Tech Stack Investment Recommendations)

Robin Whiting December 12, 2019
  • One of the keys to securing investment for your tech stack: Know your audience
  • Those who seek budget for technology would be wise to build a use case that ties that technology to a business need
  • If at first you don’t succeed, find out why, and try, try again

How Treating Your Content Like Data Can Help You Deliver Meaningful Interactions

Robin Whiting December 10, 2019
  • Content must be treated as data to deliver on the increasing expectations of B2B buyers
  • A modular approach to content is key to an organization’s ability to capture and classify valuable insights
  • Marketers must be able to respond to customers in real time with content that motivates the next-best action

Fueling the Revenue Engine by Bridging the Functional Technology Gap

Robin Whiting December 9, 2019
  • The problem with function-specific siloed tech stacks is that they don’t talk to each other
  • Instead of vertical tech stacks, the Revenue Engine Tech Stack Model is built in horizontal layers across channels
  • This new paradigm comprises four layers: data, analytics, orchestration and delivery

Summit 2019 Highlights: The Secrets of Talking to Executives

Robin Whiting May 9, 2019
  • At this year’s SiriusDecisions Summit, Monica Behncke and Phil Harrell shared their secrets for communicating with executives
  • All executives have certain things in common – they have little time and they’re under constant pressure
  • They also have their differences, and leaders who want to their message across must learn to speak to these differences

Attention All Sales Leaders – Should You Be Using Dedicated or Hybrid Sales Roles?

Robin Whiting April 12, 2019
  • Sales leaders must make the best use of dedicated and hybrid sales roles to suit the characteristics of their organizations
  • In highly competitive markets, dedicated sales roles enable organizations to compete for new-logo business and protect existing accounts
  • Startups and organizations experiencing accelerated growth should keep the sales organization simple and choose hybrid roles

Strategic Account Planning – Secrets of How to Win Together

Robin Whiting April 5, 2019
  • High-growth organizations are 60 percent more likely than others to have a central planning process with strong alignment across marketing, sales and product
  • Strategic account planning requires strong alignment between sales account teams and their marketing colleagues
  • A comprehensive sales account plan is the starting point for strategic account planning

Moving From a Perpetual to a Recurring-Revenue Model: Where to Start

Robin Whiting September 4, 2018
  • A revenue stream refers to how revenue is recognized when an offering is sold
  • Many B2B companies have moved from a perpetual to a recurring-revenue business model
  • Sales operations needs to know how to value different types of revenue stream opportunities

Defining Digital Transformation

Robin Whiting May 14, 2018
  • “Digital transformation” has become a buzz phrase with many different meanings
  • Marisa Kopec and Gil Canare delivered a presentation on digital transformation at SiriusDecisions Summit 2018
  • Three types of business change are enabled by technology: relate, operate and evolve

Summit 2018 Preview: Making Sense of Sales Intelligence

Robin Whiting April 23, 2018
  • Relevance to sales leaders, sales managers and sales reps is the key distinction between sales intelligence and business intelligence
  • SiriusDecisions has identified three categories of sales intelligence: operational, diagnostic and interpretive
  • The SiriusDecisions Sales Intelligence Model focuses on the sales intelligence needs that matter most for sales planning and execution processes

Making Sense of Configure, Price and Quote Applications

Robin Whiting March 22, 2018
  • Configure, price, quote (CPQ) applications help sales reps configure solutions, establish pricing and keep track of quotes and proposals
  • CPQ applications streamline and automate manual processes, allowing sales reps to deliver a better customer experience
  • CPQ applications aid in reducing margin erosion caused by excessive discounting, incorrect pricing/quoting and resulting product giveaways

Sales Enablement: Prioritizing and Executing

Robin Whiting June 5, 2017
  • The goal of sales enablement is to ensure sales reps have the right knowledge, skills and process to maximize every buyer interaction
  • Sales enablement should improve the lifetime revenue contribution of reps
  • The key to sales enablement success is methodical prioritization, defined execution strategy and aligned structure

Navigating by the Stars…the Sirius Way: Building Alignment and Accountability Into an Organization

Robin Whiting May 18, 2017
  • Alignment is key to reducing redundant efforts, but payoff hinges on members of every function knowing exactly what they need to do
  • As companies seek to transform and grow, they must instill a system of accountability to stay focused on achieving business objectives
  • The Aligned Accountability Framework provides a structure for identifying the correct metrics to drive progress, alignment and accountability

Summit Europe 2016 in Pictures

Robin Whiting September 29, 2016
  • SiriusDecisions was honored to welcome EMEA’s leading B2B marketing, sales and product professionals to our 2016 Summit Europe
  • Delegates learned from their peers and analyst experts about a range of topics critical to delivering business growth
  • Here is a virtual scrapbook of all of the excitement at this year’s Summit Europe

Summit Europe 2016 Highlights: Helping Corporate and Regions Work Together

Robin Whiting September 26, 2016
  • The relationship between B2B companies’ corporate and region functions can be compared to the communication breakdowns of parents and kids
  • To create harmony between corporate and regional groups, the Corporate-Regional Alignment Roadmap was introduced at Summit Europe 2016
  • This roadmap explains how areas of responsibility should be aligned within four different phases of corporate-regional alignment

SiriusDecisions Summit 2016 Highlights: Dr. Kopec’s Prescription for Moving From Product- to Audience-Centricity

Robin Whiting May 27, 2016
  • Many B2B companies can see their products and solutions, but they have a hard time seeing their buyers
  • At SiriusDecisions 2016 Summit, Marisa Kopec introduced the SiriusDecisions Go-to-Market Design Process Framework to remedy this
  • The framework’s dials sharpen a company’s view of its audience, prescribing a go-to-market strategy based on 20/20 buyer vision

SiriusDecisions Summit 2016 Highlights: An Advance Warning System for Detecting B2B Disruptions

Robin Whiting May 27, 2016
  • Jay Gaines and Monica Behncke of SiriusDecisions developed an advance warning system for B2B leaders
  • The new model, the SiriusDecisions Disruption Radar, is a methodology for identifying and assessing potential disruptive trends
  • The Disruption Radar system tracks the disruption’s progress by weighting and scoring four elements

B2B Sales in the Spotlight

Robin Whiting February 18, 2016
  • Despite rumors to the contrary, the B2B sales rep is alive and well, according to recent SiriusDecisions research
  • B2B sales reps enjoy a level of trust that buyers rely on throughout their decision-making process
  • Contact us to learn more about our Sales Leadership Exchange, which will explore more about B2B sales and buying behavior

TechX 2015 Highlights: The Future of B2B Sales, Marketing and Product Technology

Robin Whiting November 19, 2015
  • SiriusDecisions’ first Technology Exchange opened with a future-oriented view of how technology can impact business results
  • Apply four steps to tighten technology integration, and develop new skills: information, integration, interpret and impact
  • Before B2B organizations embark on this technology self-improvement program, certain conditions must exist
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