Robin Whiting

Principal Editor

Author Insights

Blog

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”
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Blog

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”
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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
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Blog

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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