Q&A with Jay Gaines, CMO at Forrester

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

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Read More

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MEDIA 7 | December 5, 2019

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MEDIA 7 | November 28, 2019

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Read More

Q&A with Cameron Worth, CEO & Founder, SharpEnd

Media 7 | April 22, 2020

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Read More

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MEDIA 7 | December 5, 2019

Andrea Lechner-Becker, Chief Marketing Officer at LeadMD is an experienced Marketing and Sales Executive with a demonstrated history of working in the marketing and advertising industry. Skilled in Business Process, Marketo, Sales, Customer Relationship Management (CRM), and IT Service Management, Andrea is also a strong business development professional and a storyteller. MEDIA 7: What inspired you to get into marketing? ANDREA LECHNER: Frankly, not having better options. I originally attended the University of Wisconsin-La Crosse thinking I’d major in Archaeology. I wanted to be Indiana Jones! But, after visiting the archaeology building – i.e. the cold, dark basement of the science building – where a girl sat to piece together pieces of an old Native American vase, I knew archaeology was not going to be the right path for me. And so, without being good at science and a major in art or art history was unlikely to pay my bills, I decided to go into “business”. I originally registered as a management major, but took my first marketing class and thought it was more interesting and switched my sophomore year. That was pretty much it. I’d never been involved in business classes or DECA in high school – I didn’t really know what to do or what jobs in marketing were even possible. I dumb lucked myself into it really. M7: As a storyteller, do you relate the brand to a story or story to the brand? AL: Both? Neither? I think there are stories in every brand, because there are people working on the brand and people engaging with the brand and people using what the brand creates. People, most often a single person, are at the heart of great stories. You can start with the “point” of the story you’re trying to tell. Say you have a software that help accountants better create reports for board meetings. It’s likely you’ll want to tell a success story about an accountant getting promoted to CFO in part because your software helped better communicate their work product to the board. You could have the idea for that and go looking for that story in your customers. OR, you could hear that story, and say, “That’s amazing!” and share it with customers, partners and internal people. Stories are all around us – the most important thing is to keep your ears and eyes open for finding them.

Read More

Q&A with Ed Breault, Chief Marketing Officer at Aprimo

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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Casa Systems Unveils New AurusXT 5G Industrial IoT Router Series Featuring the World’s First Dynamic Slicing Support

Casa Systems | January 10, 2024

Casa Systems (Nasdaq: CASA), provider of innovative access network solutions serving customers worldwide, today announced the launch of the first solution in its AurusXT 5G Industrial IoT (IIoT) Series, the NTC-500 5G IIoT router, which leverages the speed and coverage of a 5G network to provide high-speed Ethernet-to-cellular connectivity. Casa’s NTC-500 is the first 5G IIoT router to support dynamic network slicing capabilities, allowing operators to provide new and tailored services to their enterprise customers. Casa’s AurusXT Series will offer a range of 5G IIoT devices designed to deliver reliable connectivity to a broad range of both fixed and mobile use cases. The NTC-500 is the first of the AurusXT Series to disrupt the IIoT market with a cost-effective 5G IIoT Router that utilizes the speed and coverage of a 5G Sub-6 GHz network to deliver a fast and reliable connection to machines, equipment, and vehicles. Casa’s industry-first and proprietary 5G Dynamic Slicing Technology sets the NTC-500 apart from every other IIoT router on the market. Other 5G IIoT routers are limited to static slicing, forcing end users to endure labor- and time-intensive manual, on-site reconfigurations whenever they want to make a slicing change. Casa’s Dynamic Slicing Technology empowers mobile operators to unlock new revenue streams by allowing their customers to flexibly establish and rescind network priority on demand. “The proliferation of 5G networks coupled with the sunset of global 3G networks has created a groundswell of demand for 5G IIoT devices,” said Steve Collins, SVP of Access Devices, Casa Systems. “Our AurusXT Series is designed to deliver cost-effective 5G IIoT solutions that will address most use cases. With our dynamic network slicing capabilities, mobile operators will be able to unlock new revenue streams by offering tailored service plans to meet their enterprise customers’ individual requirements.” IIoT routers can be found in installations around the world – wherever Ethernet-to-cellular connectivity is in demand – from remote security cameras in industrial sites or on roadways, to digital signs in shopping malls or other public venues, to standalone ticketing and other vending machines, to anywhere an IIoT device in any industry needs wireless connectivity to transmit data. Enterprises facing the inescapable sunsetting of 3G technology now have a cost-effective and future-proof option for upgrading the hundreds, thousands, or even tens of thousands of IIoT routers within their domain. By opting to deploy Casa’s NTC-500, operators can bypass the adoption of 4G devices and minimize costly truck rolls to replace both 3G and 4G IIoT routers. The NTC-500 supports the latest 3GPP Release 16 features, including 5G Non-standalone (NSA) and 5G Standalone (SA) with failover to 4G LTE. This ensures it will not become obsolete when 4G technology phases out, minimizing the operational impact of updating hardware. The NTC-500 is compatible with both 4G and 5G, enabling customers to enjoy the benefits of 5G with the added assurance that existing 4G devices will deliver the best possible performance. Casa Systems is currently welcoming new resellers globally. Resellers or system integrators interested in becoming a Casa Systems IIoT device reseller are encouraged to contact Casa at https://www.casa-systems.com/. About Casa Systems Casa Systems, Inc. (Nasdaq: CASA) is a next-gen technology leader that supports mobile, cable, and wireline communications services providers with market leading solutions. Casa’s virtualized and cloud-native software solutions modernize operators’ network architectures, expand the range of services they can offer their consumer and commercial customers, accelerate time to revenue, and reduce the TCO of their network infrastructure and operations. Casa’s suite of open, cloud-native network solutions unlocks new ways for service providers to quickly build flexible networks and service offerings that maximize revenue-generating capabilities. Commercially deployed in more than 70 countries, Casa Systems serves over 475 Tier 1 and regional service providers worldwide. For more information, visit http://www.casa-systems.com/.

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Enterprise Iot

Telit Cinterion Partnership with floLIVE and Skylo Enables Ubiquitous Global Cellular IoT Connectivity with Satellite

Telit Cinterion | January 08, 2024

Telit Cinterion, an end-to-end IoT solutions enabler, today announced a solution featuring cellular and satellite connectivity services on its ME910G1 and ME310G1 modules. In partnership with floLIVE and Skylo Technologies, the new solution ensures that mobile assets — shipping containers, agricultural equipment, trucks, and other high-value assets — are continually trackable and monitored anywhere on earth, from cities and rural highways to deserts and oceans. The new Telit Cinterion solution is ideal for enterprises in transportation, logistics, construction, mining, agriculture and other verticals whose mission- and business-critical applications require guaranteed global connectivity with their mobile assets. The solution will provide OEMs, system integrators, and enterprises with a turnkey, end-to-end suite featuring: Telit Cinterion cellular LPWA module that is fully compliant with the new 3GPP R17 NB-IoT over non-terrestrial network (NTN) standard. This will enable satellite data communication using the NB-IoT protocol — without any special hardware changes required for the integration of the cellular module in the customer application. Telit Cinterion cellular and satellite data service plans, as well as a connectivity management portal. This drastically simplifies access to global connectivity with unique, centralized support and an advanced monitoring platform for full control of device fleets. Satellite connectivity services from Skylo — a direct-to-device Non-Terrestrial Network (NTN) operator focused on connecting anything, anywhere — in conjunction with floLIVE — the creator and owner of the world's first and largest hyperlocal global network and a leading IoT connectivity enabler. The Telit Cinterion ME910G1 module is currently under certification and approval by Skylo, making it one of the first modules that will be commercially available for customers globally. The solution will debut in Europe and North America following the launch of the floLIVE-Skylo service in 2024. "The ability to leverage local cellular connectivity across the globe in tandem with satellite connectivity truly opens the globe to IoT and digital transformation," said Chen Porat, floLIVE SVP of Sales, APAC and Africa. "floLIVE offers MNOs and IoT MVNOs with a global hyperlocal infrastructure that becomes the backbone to anywhere, 'always-on' connectivity. This expansion into the NTN domain signifies our dedication to supporting our partners through continuous growth in carrier relations, global presence, and service offerings." "We are thrilled to partner with Telit Cinterion, a recognized leader in the IoT industry. This collaboration will enable us to leverage Telit Cinterion's expertise in cellular connectivity to expand the reach and capabilities of standards-based NB-IoT-over-NTN with the Skylo solutions," said Sriram Subramanian, Director of Product Management at Skylo. "Together, we will empower businesses across industries to unlock the true potential of connected devices and drive digital transformation on a global scale." "Transportation companies, logistics providers and mine operators are just three examples of enterprises that need to monitor their high-value mobile assets anywhere and everywhere on earth," said Manish Watwani, Chief Marketing and Product Officer, Telit Cinterion. "Our strategic partnership with Skylo and floLIVE meets that need by providing the world's first turnkey package of hardware and seamless, ubiquitous, global connectivity that leverages the best of cellular and satellite — all based on the new 3GPP R17 NB-IoT over NTN standard." About Telit Cinterion Telit Cinterion is a global end-to-end IoT solutions enabler providing complete solutions that reduce time to market and costs, delivering custom designed, ready for market connected devices in addition to maintaining the industry's broadest portfolio of enterprise-grade wireless communication and positioning modules, cellular MVNO connectivity plans and management services, edge-cloud software and data orchestration, and IoT and Industrial IoT platforms. As the largest western provider pioneering IoT innovation, Telit Cinterion delivers award-winning and highly secure IoT solutions, modules and services for the industry's top brands.

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