Q&A with Jay Gaines, CMO at Forrester

MEDIA 7 | July 23, 2019

Q&A with Jay Gaines
Jay Gaines, CMO at Forrester has over 20 years of experience in organizational design and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, and digital strategy in a variety of b-to-b industries.   

In this Q&A, Jay shares insightful thoughts about the audience-centric approach at SiriusDecisions and what marketing means to him.

MEDIA 7: How old were you when you had your first paying job?
JAY GAINES:
 I was 10 years old! I delivered newspapers in my neighborhood on my bike five days a week after school.

M7: You have been recognized as one of the top 10 CMOs in 2019 by The Silicon Review. What skills have enabled you to become a marketing industry leader?
JG:
In my time at SiriusDecisions, I’ve had the good fortune to work closely with many amazing CMOs. That work provided me great insight into what makes for a highly effective and successful marketing leader. There are three primary skills that I think have helped me the most; first, to be a business leader and then a marketing leader. This means focusing on, being accountable for, and consistently reporting on marketing’s contribution to the same business goals that the CEO, CFO, board of directors and head of sales care about most. It also means always speaking the language of business, and avoiding marketing jargon when communicating with my colleagues outside of marketing. Second, is just being a good leader for my team by providing structure and clear goals, defending their focus, and promoting a culture of experimentation and rigor. Third, is constantly staying curious. Marketing is evolving so rapidly in terms of strategies, approaches, technologies, and measurement that part of any leader's job must be keeping up what’s new without chasing every new shiny object.

"Marketing is evolving so rapidly in terms of strategies, approaches, technologies and measurement that part of any leader's job must be keeping up what’s new without chasing every new shiny object."



M7: How impactful are the leadership summits from a marketing outreach perspective, and how significantly have they enabled SiriusDecisions to push towards the forefront as an industry leader?
JG:
Our summits are a key driver of growth for us. We put a huge amount of effort into them and they have become a primary brand experience for our customers and other audiences. We attract thousands of B2B marketing, sales and product leaders to these events and use them to release our latest research, data and insights. Especially as SiriusDecisions has expanded into new geographies (Europe and Asia) and new verticals (healthcare, financial services, etc.) our events have enabled us to quickly establish presence, acquire audiences and build positive perception.

M7: You have been leading marketing initiatives for SiriusDecisions across various geographies including North America, EMEA and APAC. In your experience, how does the approach to marketing strategy vary based on different regions?
JG:
At SiriusDecisions we take a very audience-centric approach in how we go to market through the use of audience frameworks and personas. We typically create personas centrally and then adapt them for geos and vertical industries. Most of the important differences we see are in persona preferences, in how they want to be contacted and engaged, how they consume information, and what their trusted sources of information are. So, while our campaign and program themes remain largely consistent globally the assets, tactics, and channels we utilize vary widely across geographies. For example, in Asia we’ve had great success and lean more heavily on mobile-specific strategies as well as a higher volume of smaller local events.


"Most of the important differences we see are in persona preferences, in how they want to be contacted and engaged, how they consume information, and what their trusted sources of information are."


M7: From a little cottage in Southport, Connecticut to a global leader in B2B marketing solutions, what has been the main force behind the overwhelming success of SiriusDecisions?
JG: 
By far the main driving force for SiriusDecisions has been our relationships with our clients and our commitment to their success. We have a deep culture of customer-centricity and helpfulness that permeates everything we do. For example, every piece of research we produce must pass the test of being supported by data and evidence, and also must include details about how to actually do whatever it is we’re recommending. Unlike many other firms similar to us, we also consider our work with clients to be collaborative. All of our research is based on our work with our clients and our ability to observe and measure what actually works and what doesn’t. This means we learn as much from them as they do from us and their success is our success.


"All of our research is based on our work with our clients and our ability to observe and measure what actually works and what doesn’t."

M7: What is Marketing to you?
JG:
To me marketing is the art and science of engaging target audiences through the delivery of value in order to achieve specific business outcomes. Value can be delivered in any number of ways including information, entertainment and purpose, and business outcomes can span everything from customer acquisition to retention to advocacy.

ABOUT SIRIUSDECISIONS

SiriusDecisions® is the leading global b-to-b research and advisory firm. We deliver actionable intelligence, strategic and operational frameworks, and personal guidance from experienced practitioners.

Sales, marketing and product executives rely on SiriusDecisions® to contextualize problems and bring to light opportunities to drive sustainable growth. Our holistic solutions are founded on proprietary research, a deep understanding of b-to-b complexities, and the tenet that organizational alignment brings better outcomes.

SiriusDecisions was acquired by Forrester (NASD: FORR) in January of 2019.

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Media 7 | April 22, 2020

Cameron Worth, CEO & Founder of SharpEnd leads the company’s mission to help brands move closer than ever to consumers by connecting packaging, retail and experiential activity. He is a regular speaker and writer on how to build brands in a connected world. He has spoken at Cannes, the Festival of Marketing, LuxePack Monaco and New York, Ad:Week Europe and New York, DMA, the Connected Consumer Conference, Mobile World Congress and the IoT World Forum. MEDIA 7: How did the idea of “the agency of things” come to your mind? CAMERON WORTH: SharpEnd was created in 2015 as the world’s first Internet of Things focused agency, so there is a slight play on words when we say we’re the Agency of Things. I think the idea of giving things their own agency is an interesting concept, and the strapline fits our capabilities on multiple levels. M7: In what way does technology drive the association of SharpEnd with global brands? What approaches are followed to enable sustainability? CW: Our simple proposition is to help build brands in a connected world, and to do that you must always start with identified consumer needs or pain points and look at technology as just an enabler to deliver an appropriate solution (when appropriate).  Take the issue of sustainability, which is often a pain point for brands that grapple with issues such as how we can reward sustainable behaviour change. One of our approaches to this could be to look at communicating the recycling credentials of the different products. Whilst the consumer can engage with a product as part of a wider consumer experience, the same technology could also house content that could tell you whether the product is recyclable, which type of bin it goes in etc. SharpEnd’s work with Unilever is a case in point. We built a digital product that incentivised recycling through gamification but also served to educate through informing people how and where to recycle in a clear fashion. All users had to do was simply scan their packaging to have all this information at their disposal.

Read More

Q&A with Sangram Vajre, Co-founder & Chief Evangelist at Terminus

MEDIA 7 | January 9, 2020

Sangram Vajre, Co-Founder & Chief Evangelist at Terminus is also an author and host of the podcast FlipmyFunnel. He is one of the leading minds in B2B marketing. MEDIA 7: What are you passionate about? SANGRAM VAJRE: Three things: Lead professionally. Grow personally. Love family. M7: Terminus has been recognized as one of Georgia’s 40 fastest-growing companies by ACG Atlanta. What factors contribute to this pace? SV: One of our core values is #OneTeam – which means we think and act as one team and know that if we treat our team right, they will treat our customers amazing. There are no great companies, only great people that make those companies.

Read More

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MEDIA 7 | November 28, 2019

Ed Breault, Chief Marketing Officer at Aprimo is a marketer with over 18 years of industry experience. At Aprimo, Ed is responsible for the global brand and growth which includes all Paid/Owned/Earned media, Brand Experience, Product Marketing, Industry Marketing, Influencer Marketing, Strategic Communications, Content Marketing, Analyst Relations, Alliance Marketing, Public Relations, Events, Demand Generation and Account-Based Marketing. MEDIA 7: What’s your superpower? ED BREAULT: I would say it’s applying the full spectrum of art and science that is required in marketing today. Not just left or right brained, but whole-brained strategy. Being human yet data-driven and really understanding numbers and (the right) metrics to make connections to business drivers. Add storytelling to that, so I can effectively communicate to my team, the CEO and CFO as well as my Board of Directors on those metrics, and connecting all that we are doing in marketing to the mission of the business. Then quickly shifting gears to the art and creative aspects of marketing that are required to engage an audience and tell great commercial stories that take complex concepts and craft them in a way that is interesting for people to pay attention to. I have to be the ultimate point of truth for the brand. M7: At Aprimo, how have marketing leadership roles and responsibilities evolved over the past few years? EB: There are so many dimensions needed by marketing leaders today. There are several elements driving this evolution, it’s the new experience battlefront that is emerging and also marketers themselves driving changes. From a market perspective, there is a clear appetite for disruption and consumers are wanting more experiential elements to their buying experience and interactions with brands. Take a few direct to consumer disruptions like trialing products in-home, purchasing directly from a brand or even wanting to ensure that the producer’s trade practices are in line with the buyer’s or even a regulator’s for that matter. Then we want to try before we buy, and we emotionally care about the supply chain of products. Do we TRUST this brand to do business with them? Behind all of this is a story that needs to be told, and it is those marketers who know their audience well and make connections that will win the commercial game. Back to the marketer, there are so many diverse backgrounds that marketers bring now and I’m really intrigued by those who have unconventional backgrounds because they contribute something uniquely new to the field. I love hearing about the marketer’s journey.

Read More

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