leftmaniac.blogg.se - Sirius decisions buyer journey mapping

The building-block approach “creates learning that is easily consumable in a variety of formats and accessible over time to promote rep engagement, retention, and just-in-time reference.” The teams involved in the knowledge transfer include channel marketing, marketing operations, product marketing, sales enablement, and communications. When it comes to sales knowledge transfer, content has to be modular, informed by selling motion, aligned to sales talent lifecycle, and integrated with learning strategy to work well. The Sirius perspective on sales knowledge transfer is to build a framework which provides a consistent approach to enabling sales with knowledge needed to maximize buyer interactions.

Statistics show that sales reps forget 87% of what was taught in the first 30 days. Many case studies discussed strategies & technologies they used to attain this alignment. To make the Sirius models and frameworks successful, the alignment between these two disparate teams is crucial.

Sales & Marketing Alignment: There was a huge emphasis on keeping sales & marketing aligned.

This will be an effective and to target the right persona at the right time. An interesting thought is to take the Nautilus messaging framework and map it to the new nurture model. It’s aligned with the buyer requirements and reduces assumptions on buyer behavior. The simple process is easier to design and build content. My Serious Perspective: I completely agree that the old nurture program was over-complicated. The new nurture simplifies the action in a three-step buyer journey process: activate, validate & accelerate, and map it to buyer action (signal, response, and action in each phase). The flaws in the old nurture model were taking personas as a group instead of the individuals, misunderstanding the role of the nurture, and using rules and linked programs to control the buyer.

The New Nurture in the Demand Unit Waterfall World: Sirius claims to have over-architected the demand waterfall.

Here are two key learnings from the summit with my insights and perspectives.

The summit focused on digital marketing for B2B companies and introduced new research material. The action-packed three-day summit in Vegas, designed to have more networking sessions and a shorter duration than previous years’ summits, consisted of a lot of learning and oodles of entertainment. The SiriusDecisions 2018 Summit was lined up with tons of activities, starting with a plethora of information about the SiriusDecisions frameworks to waterfalls to brands swaggering their case studies, and included keynotes from unconventionally famous celebrities, and concluded with a performance by “Fall Out Boy”.