Robin Whiting

Principal Editor

Author Insights


Existing Products: The Middle Child of the Product Portfolio

Robin Whiting May 6, 2020
Today we learned that Lisa Singer is a middle child (number two of three) and how she feels about that fact. “It was work to get noticed. I went off and followed the Grateful Dead. I snuck out of my second-floor bedroom window to go see the midnight showing of the Rocky Horror Picture Show. […]

Jellyfish and the Future of B2B Buying

Robin Whiting May 4, 2020
Humans, as relatively recent arrivals, have a lot to learn from some of the veterans of evolution, which can teach us a thing or two about adapting to change. Amy Hayes and Steve Casey put this idea in perspective by recounting some facts about jellyfish, the oldest living animal group on Earth, as they introduced […]

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

Robin Whiting December 12, 2019
Besides the many humans who use technology, there are the few who need to approve your tech investment proposals. The gap between these two groups can be vast; those who learn to overcome it are more likely to get what they need. Jennifer Rouse and Jeff Clark revealed how to bridge this gap in their […]

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
“There is a big paradigm shift happening in terms of how operations teams should organize their tech stack,” said John Donlon during today’s TechX keynote session “Built for Growth: The Revenue Engine Tech Stack” — which he co-presented with Gil Canare. “We’re trying to move away from the martech stack vs. the sales stack — […]

Summit 2019 Highlights: The Secrets of Talking to Executives

Robin Whiting May 9, 2019
There’s more than one kind of stage fright. One is the kind you get when you have to stand up in front of a crowd of anonymous faces – people sitting in an audience waiting for you to perform – most of whom you may never see again. Another is the trepidation you may feel […]

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

Robin Whiting April 12, 2019
Mike Pregler wants to help sales leaders organize sales roles more intelligently to ensure they get more bang for the buck, and thinking like a baseball manager might be one way to make sure each sales role is used at the right time. “In a close, tension-filled baseball game, a team manager may tap a […]

Strategic Account Planning – Secrets of How to Win Together

Robin Whiting April 5, 2019
You probably know by now that SiriusDecisions emphasizes the importance of alignment between B2B functions, especially marketing, sales and product. The more these functions are in sync, the more effectively the revenue engine works to reach its goals. According to data from the SiriusDecisions Command Center®, high-growth organizations are 60 percent more likely to have […]

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
If you’re in B2B sales, marketing or product, the term “digital transformation” has become all too familiar. You’ve probably heard it so many times that the meaning has begun to blur. “The reality is that digital transformation has become such an inflated and overused buzz phrase that if you ask 10 different people what it […]

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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