{{Blacklisted-links|1= *http://www.siriusdecisions.com/ *:''Triggered by <code>\bsiriusdecisions\.com\b</code> on the local blacklist''|bot=Cyberbot II|invisible=true}} {{Infobox company |name=SiriusDecisions, Inc. |logo=SiriusDecisions logo.png |type=Private |foundation=2001 |founders = John Neeson and Richard Eldh |location=Wilton, Connecticut, USA |key_people=John Neeson<br /><small>(Managing Director)</small><br />Richard Eldh<br /><small>(Managing Director)</small><br />Tony Jaros<br /><small>(SVP of Research)<br /></small>Ally Motz<br /><small>(President and CEO, SiriusDecisions Canada)</small> |industry= Research |num_employees=150 |homepage=[http://www.siriusdecisions.com/ SiriusDecisions.com] }}
'''SiriusDecisions, Inc.''' was a global B2B research and advisory firm with headquarters in Wilton, Connecticut. The company provided advisory, consulting and learning services to help executives improve the performance of their sales, marketing, and product strategies.
SiriusDecisions developed the "Demand Waterfall" model, which is widely used by B2B companies to describe and measure their lead-to-revenue funnel.<ref>{{cite web|title=An Inconvenient Truth About B2B Demand Generation|date=4 August 2013 |publisher=B2B Marketing Directions|url=http://b2bmarketingdirections.blogspot.com/2013/08/an-inconvenient-truth-about-b2b-demand.html}}</ref>
SiriusDecisions clients included Adobe, IBM, GE, HP, Cisco;<ref name="JMI Equity">{{cite web|title=SiriusDecisions Receives Growth Investment from JMI Equity|publisher=JMI Equity|url=http://www.jmi.com/newsarticle/siriusdecisions-receives-growth-investment-from-jmi-equity/}}</ref> SAP;<ref>{{cite web|title=SiriusDecisions Sales and Marketing Summit|publisher=SAP Blogs|url=http://blogs.sap.com/category/siriusdecisions-sales-and-marketing-summit/}}</ref> and Motorola.<ref name="Spiceworks">{{cite web|title=SiriusDecisions Summit Europe 2013 - Key Takeaways|date=8 November 2013 |publisher=Spiceworks|url=http://community.spiceworks.com/topic/405900-siriusdecisions-summit-europe-2013-key-takeaways}}</ref> Forrester Research acquired the company in 2018.
==Company history== SiriusDecisions was founded in 2001 by John Neeson<ref>{{cite magazine|title=John Neeson: Executive Profile|magazine=Bloomberg Businessweek|url=http://investing.businessweek.com/research/stocks/private/person.asp?personId=104924271&privcapId=8440719&previousCapId=18547&previousTitle=ABS%20Capital%20Partners}}{{dead link|date=April 2023|bot=medic}}{{cbignore|bot=medic}}</ref> and Rich Eldh.<ref>{{cite magazine|title=Richard Eldh: Executive Profile|magazine=Bloomberg Businessweek|url=http://investing.businessweek.com/research/stocks/private/person.asp?personId=104924306&privcapId=8440719&previousCapId=8440719&previousTitle=SiriusDecisions,%20Inc.}}{{dead link|date=April 2023|bot=medic}}{{cbignore|bot=medic}}</ref>
SiriusDecisions helped define many business marketing best practices and concepts, including lead scoring and marketing operations.<ref name="CMO.com">{{cite web|title=The CMO.com Interview: SiriusDecisions SVP/Research Tony Jaros|publisher=CMO.com|url=http://www.cmo.com/articles/2013/9/16/SiriusDecisions_cmocom_interview.html}}</ref> Since 2005, the company's "Demand Waterfall'''®'''" model, (updated in 2012 to "The Rearchitected Demand Waterfall" and then to the "Demand Unit Waterfall™" in 2017) has been used by marketers to analyze their lead qualification process, from the inquiry stages through closed sales.<ref>{{cite web|title=At SiriusDecisions: Assessing the revised Demand Waterfall|publisher=AdAge|url=http://adage.com/article/btob/siriusdecisions-assessing-revised-demand-waterfall/289334/}}</ref><ref>{{cite web|title=MarketOne Insights: The New SiriusDecisions Demand Waterfall|publisher=MarketOne|url=http://www.marketone.com/marketone-insights-new-siriusdecisions-demand-waterfall}}</ref><ref>{{cite web|title=The New SiriusDecisions Waterfall and New B2B Marketing Acronyms|publisher=B2B Digital Marketing|url=http://b2bdigital.net/2012/05/23/new-sirius-decisions-waterfall/}}</ref> The model introduced prominent B2B marketing terms, including marketing qualified lead (MQL) and sales qualified lead (SQL)<ref>{{cite web|title=Three Tips for Navigating the New 'Demand Waterfall'|publisher=MarketingProfs|url=http://www.marketingprofs.com/articles/2012/8739/three-tips-for-navigating-the-new-demand-waterfall}}</ref>
SiriusDecisions announced January 8, 2014, that it had received an investment from JMI Equity.<ref name="JMI Equity"/>
Headquartered in Wilton, CT, the company also had offices in London, Toronto, San Francisco, Waltham, Massachusetts, Austin and Singapore.
On November 27, 2018, the company announced that it was acquired by Forrester Research.<ref>{{Cite web|url=https://www.forrester.com/Forrester+To+Acquire+SiriusDecisions/-/E-PRE10765|title=Forrester : Marketing : Forrester To Acquire SiriusDecisions|website=www.forrester.com|access-date=2018-11-27}}</ref>
==Products and services== thumb|right|200px|Managing Director John Neeson speaks during the annual SiriusDecisions sales and marketing Summit.
SiriusDecisions’ research services provide information to help executives inform aspects of their marketing, sales and product strategies, including:
*Account-Based Marketing *Brand and Communications *Channel Marketing *Channel Sales *Content Strategy and Operations *Customer Engagement *Demand Creation *Emerging Growth Strategies *Marketing Executive (CMO) *Marketing Operations *Portfolio Marketing *Product Management *Sales Enablement *Sales Executive (CSO) *Sales Operations
==Conferences and events== Since 2006, SiriusDecisions hosted an annual SiriusDecisions Summit, which brought together marketing, sales, and product professionals and executives to discuss how intersections between their disciplines can be used to solve business problems.<ref>{{cite web|title=4 Tactical Takeaways from Case Studies Presented at SiriusDecisions Summit 2013|publisher=Eloqua|url=http://blog.eloqua.com/sds2013/ }}</ref> During the Summit, SiriusDecisions honored B2B organizations that develop innovative sales and marketing integration practices with its Return on Integration (ROI) Awards.<ref>{{cite web|title=Industry Leaders from F5, Iron Mountain and Kronos Headline SiriusDecisions Summit 2011|publisher=PRWeb|url=http://www.prweb.com/releases/siriusdecisions/b2bsummit2011/prweb8173603.htm|archive-url=https://archive.today/20140410175310/http://www.prweb.com/releases/siriusdecisions/b2bsummit2011/prweb8173603.htm|url-status=dead|archive-date=April 10, 2014}}</ref> The company also hosted Summit in London<ref>{{Cite web |date=2017-10-11 |title=Three key takeaways from SiriusDecision Summit 2017 |url=https://www.agent3.com/blog/three-key-takeaways-from-siriusdecision-summit-2017/ |access-date=2023-07-13 |website=Agent3 - Home |language=en-GB}}</ref> and Singapore.<ref>{{Cite web |title=SiriusDecisions APAC Summit 2017: Representing the voice of APAC marketers |url=https://www.linkedin.com/pulse/siriusdecisions-apac-summit-2017-representing-voice-marketers-yeep |access-date=2023-07-13 |website=www.linkedin.com |language=en}}</ref>
Past SiriusDecision Summit keynotes include:
* Former United States Army General Stanley A. McChrystal (2013)<ref>{{cite web |last=Belden |first=Mike |title=SiriusDecisions Summit 2013, Day 1 Recap |url=https://www.forrester.com/blogs/siriusdecisions-summit-2013-day-1-recap/ |website=Forrester |date=2013-05-09 |access-date=2025-11-24}}</ref> * Best-selling author Malcolm Gladwell<ref name=":0">{{cite press release|title=Bestselling Author Malcolm Gladwell to Keynote SiriusDecisions Summit 2014|date=6 March 2014 |publisher=BusinessWire|url=http://www.businesswire.com/news/home/20140306006168/en/Bestselling-Author-Malcolm-Gladwell-Keynote-SiriusDecisions-Summit#.U0bVh6hdUpl}}</ref> (2014) * NBA legend and entrepreneur Magic Johnson (2015)<ref>{{Cite web |date=2015-03-11 |title=NBA Legend and Business Mogul Magic Johnson to Keynote SiriusDecisions Summit 2015 |url=https://www.businesswire.com/news/home/20150311006025/en/NBA-Legend-and-Business-Mogul-Magic-Johnson-to-Keynote-SiriusDecisions-Summit-2015 |access-date=2023-07-13 |website=www.businesswire.com |language=en}}</ref> * Internationally acclaimed chef Marcus Samuelsson (2016)<ref>{{Cite web |last=Lillian |first=Jessica |date=2016-05-24 |title=SiriusDecisions Summit 2016 Highlights: Marcus Samuelsson's Secrets of Success |url=https://www.forrester.com/blogs/siriusdecisions2016highlightsmarcussamuelssonssecretsofsuccess/ |access-date=2023-07-13 |website=Forrester |language=en-US}}</ref> * Renowned and Grammy award-winning singer/songwriter Jewel (2017)<ref>{{Cite web |title=The major themes from SiriusDecisions Summit 2017 {{!}} TechTarget |url=https://www.techtarget.com/searchcustomerexperience/podcast/The-major-themes-from-SiriusDecisions-Summit-2017 |access-date=2023-07-13 |website=www.techtarget.com}}</ref> * Entrepreneur and best-selling author Molly Bloom (2018)<ref>{{Citation |title=Molly Bloom - Poker Entrepreneur - Keynote Speaker - Summit 2018 | date=4 June 2018 |url=https://www.youtube.com/watch?v=Ze40CumNHSA |access-date=2023-07-13 |language=en}}</ref> * Grammy award-winning artist, actor and activist Common (2019)<ref>{{Cite web |title=Live from the Sirius Decisions Summit 2019 |url=https://www.qualified.com/blog/blog-posts/live-from-the-sirius-decisions-summit-2019 |access-date=2023-07-13 |website=www.qualified.com}}</ref>
==Press coverage== SiriusDecisions research and commentary from executives has been featured in Forbes,<ref>{{cite magazine|title=How To Achieve B-to-B Marketing ROI Nirvana|magazine=Forbes|url=https://www.forbes.com/sites/onmarketing/2012/08/30/how-to-achieve-b-to-b-marketing-roi-nirvana/}}</ref><ref>{{cite magazine|title=Market Like Never Before|magazine=Forbes|url=https://www.forbes.com/sites/sap/2012/07/23/market-like-never-before/}}</ref> AdAge,<ref>{{cite web|title=At DMA2012: B-to-B Symposium: a 'conference within a conference'|publisher=AdAge|url=http://adage.com/article/btob/dma2012-b-b-symposium-a-conference-a-conference/287101/?btob=1}}</ref><ref>{{cite web|title=Summit focuses on sales, marketing transformation|publisher=AdAge|url=http://adage.com/article/btob/summit-focuses-sales-marketing-transformation/280329/?btob=1}}</ref><ref>{{cite web|title=SiriusDecisions Summit focuses on successful transformation|publisher=AdAge|url=http://adage.com/article/btob/siriusdecisions-summit-focuses-successful-transformation/280628/?btob=1}}</ref> CMO.com,<ref name="CMO.com"/> Inc.com,<ref>{{cite magazine|title=3 Rules for Making Change Stick at Your Company|magazine=Inc.com|url=http://www.inc.com/adam-vaccaro/making-change-stick.html}}</ref> Channel Marketer Report,<ref>{{cite web|title=Mobile Powers Up Channel Sales And Partner Engagement|date=20 March 2014 |publisher=Channel Marketer Report|url=http://channelmarketerreport.com/2014/03/mobile/}}</ref><ref>{{cite web|title=Channel Thought Leaders, Experts Share Predictions For 2014|date=7 January 2014 |publisher=Channel Marketer Report|url=http://channelmarketerreport.com/2014/01/channel-thought-leaders-experts-share-predictions-for-2014/}}</ref> CRM Magazine,<ref>{{cite web|title=Growing Profits with Marketing Automation|date=May 2013 |publisher=CRM Magazine|url=http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Growing-Profits-with-Marketing-Automation-89007.aspx}}</ref> Marketing Magazine<ref>{{cite magazine|title=How to Avoid the High Cost of the Blown Sales Lead|magazine=Marketing Magazine|url=http://www.marketingmag.ca/news/marketer-news/cma-conference-tackles-the-salesmarketing-relationship-38305}}</ref> and Demand Gen Report.<ref>{{cite web|title=Marketing Operations Goes From Misfits To Major Players|date=27 March 2013 |publisher=Demand Gen Report|url=http://www.demandgenreport.com/industry-topics/industry-news/2048-marketing-operations-goes-from-misfits-to-major-players.html#.U0bgZ6hdUpn/}}</ref><ref>{{cite web|title=B2B Marketers Starting To Track Social Influence From Cold To Close|date=17 July 2012 |publisher=Demand Gen Report|url=http://www.demandgenreport.com/industry-topics/social-a-mobile/1641-b2b-marketers-starting-to-track-social-influence-from-cold-to-close.html#.U0bgbKhdUpm/}}</ref><ref>{{cite web|title=Advanced Analytics: The Next Technology Frontier For Sales And Marketing Organizations|date=10 July 2012 |publisher=Demand Gen Report|url=http://www.demandgenreport.com/industry-topics/data-management/1635-advanced-analytics-the-next-technology-frontier-for-sales-and-marketing-organizations.html#.U0bgb6hdUpm/}}</ref><ref>{{cite web|title=SiriusDecisions Highlights Customer Lifecycle Framework For Retention, Loyalty Optimization|date=29 May 2012 |publisher=Demand Gen Report|url=http://www.demandgenreport.com/industry-topics/revenue-strategies/1265-siriusdecisions-highlights-customer-lifecycle-framework-for-retention-loyalty-optimization-.html#.U0bgdKhdUpm/}}</ref>
==References== {{reflist|2}}
Category:Marketing companies of the United States Category:Business-to-business