SiriusDecisions

SiriusDecisions, Inc.

Company type	Private
Industry	Research
Founded	2001
Founders	John Neeson and Richard Eldh
Headquarters	Wilton, Connecticut, USA
Key people	John Neeson (Managing Director) Richard Eldh (Managing Director) Tony Jaros (SVP of Research) Ally Motz (President and CEO, SiriusDecisions Canada)
Number of employees	150
Website	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.^[1]

SiriusDecisions clients included Adobe, IBM, GE, HP, Cisco;^[2] SAP;^[3] and Motorola.^[4] Forrester Research acquired the company in 2018.

Company history

SiriusDecisions was founded in 2001 by John Neeson^[5] and Rich Eldh.^[6]

SiriusDecisions helped define many business marketing best practices and concepts, including lead scoring and marketing operations.^[7] 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.^[8][9][10] The model introduced prominent B2B marketing terms, including marketing qualified lead (MQL) and sales qualified lead (SQL).^[11]

SiriusDecisions announced January 8, 2014, that it had received an investment from JMI Equity.^[2]

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.^[12]

Products and Services

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.^[13] During the Summit, SiriusDecisions honored B2B organizations that develop innovative sales and marketing integration practices with its Return on Integration (ROI) Awards.^[14] The company also hosted Summit in London^[15] and Singapore.^[16]

Past SiriusDecision Summit keynotes include:

• Former United States Army General Stanley A. McChrystal (2013)
• Best-selling author Malcolm Gladwell^[17] (2014)
• NBA legend and entrepreneur Magic Johnson (2015)^[18]
• Internationally acclaimed chef Marcus Samuelsson (2016)^[19]
• Renowned and Grammy award-winning singer/songwriter Jewel (2017)^[20]
• Entrepreneur and best-selling author Molly Bloom (2018)^[21]
• Grammy award-winning artist, actor and activist Common (2019)^[22]

Press Coverage

SiriusDecisions research and commentary from executives has been featured in Forbes,^[23][24] AdAge,^[25][26][27] CMO.com,^[7] Inc.com,^[28] Channel Marketer Report,^[29][30] CRM Magazine,^[31] Marketing Magazine^[32] and Demand Gen Report.^{[33][34][35][36]}

References

1. "An Inconvenient Truth About B2B Demand Generation". B2B Marketing Directions. 4 August 2013.
2. "SiriusDecisions Receives Growth Investment from JMI Equity". JMI Equity.
3. "SiriusDecisions Sales and Marketing Summit". SAP Blogs.
4. "SiriusDecisions Summit Europe 2013 - Key Takeaways". Spiceworks.
5. "John Neeson: Executive Profile". Bloomberg Businessweek.^{[dead link‍]}
6. "Richard Eldh: Executive Profile". Bloomberg Businessweek.^{[dead link‍]}
7. "The CMO.com Interview: SiriusDecisions SVP/Research Tony Jaros". CMO.com.
8. "At SiriusDecisions: Assessing the revised Demand Waterfall". AdAge.
9. "MarketOne Insights: The New SiriusDecisions Demand Waterfall". MarketOne.
10. "The New SiriusDecisions Waterfall and New B2B Marketing Acronyms". B2B Digital Marketing.
11. "Three Tips for Navigating the New 'Demand Waterfall'". MarketingProfs.
12. "Forrester : Marketing : Forrester To Acquire SiriusDecisions". www.forrester.com. Retrieved 2018-11-27.
13. "4 Tactical Takeaways from Case Studies Presented at SiriusDecisions Summit 2013". Eloqua.
14. "Industry Leaders from F5, Iron Mountain and Kronos Headline SiriusDecisions Summit 2011". PRWeb. Archived from the original on April 10, 2014.
15. agent31133_b02a5750 (2017-10-11). "Three key takeaways from SiriusDecision Summit 2017". Agent3 - Home. Retrieved 2023-07-13.
16. "SiriusDecisions APAC Summit 2017: Representing the voice of APAC marketers". www.linkedin.com. Retrieved 2023-07-13.
17. "Bestselling Author Malcolm Gladwell to Keynote SiriusDecisions Summit 2014" (Press release). BusinessWire. 6 March 2014.
18. "NBA Legend and Business Mogul Magic Johnson to Keynote SiriusDecisions Summit 2015". www.businesswire.com. 2015-03-11. Retrieved 2023-07-13.
19. Lillian, Jessica (2016-05-24). "SiriusDecisions Summit 2016 Highlights: Marcus Samuelsson's Secrets of Success". Forrester. Retrieved 2023-07-13.
20. "The major themes from SiriusDecisions Summit 2017 | TechTarget". www.techtarget.com. Retrieved 2023-07-13.
21. Molly Bloom - Poker Entrepreneur - Keynote Speaker - Summit 2018, retrieved 2023-07-13
22. "Live from the Sirius Decisions Summit 2019". www.qualified.com. Retrieved 2023-07-13.
23. "How To Achieve B-to-B Marketing ROI Nirvana". Forbes.
24. "Market Like Never Before". Forbes.
25. "At DMA2012: B-to-B Symposium: a 'conference within a conference'". AdAge.
26. "Summit focuses on sales, marketing transformation". AdAge.
27. "SiriusDecisions Summit focuses on successful transformation". AdAge.
28. "3 Rules for Making Change Stick at Your Company". Inc.com.
29. "Mobile Powers Up Channel Sales And Partner Engagement". Channel Marketer Report. 20 March 2014.
30. "Channel Thought Leaders, Experts Share Predictions For 2014". Channel Marketer Report. 7 January 2014.
31. "Growing Profits with Marketing Automation". CRM Magazine.
32. "How to Avoid the High Cost of the Blown Sales Lead". Marketing Magazine.
33. "Marketing Operations Goes From Misfits To Major Players". Demand Gen Report. 27 March 2013.
34. "B2B Marketers Starting To Track Social Influence From Cold To Close". Demand Gen Report. 17 July 2012.
35. "Advanced Analytics: The Next Technology Frontier For Sales And Marketing Organizations". Demand Gen Report. 10 July 2012.
36. "SiriusDecisions Highlights Customer Lifecycle Framework For Retention, Loyalty Optimization". Demand Gen Report. 29 May 2012.