B2B Foundations SiriusPathway™ Demo

About SiriusPathways™

SiriusPathways™ start with expert content from SiriusDecisions best-in-class research. We then organize that content into competencies that cover the key things that someone in a job role or functional job area needs to know in order to succeed. That means that your success is measured by a mastery of a set of skills rather than how long it takes you to watch a video, or how well you do on a vocabulary test. It also means the content is brain-adaptive and flexible which ensures that it will stick with our learners.

SiriusPathways™ recognize that learners come with varied backgrounds, skill levels, and learning styles. Someone with several years of experience in Marketing might want to skip the first competency and move immediately to its assessment, whereas someone new to Marketing might want to complete each activity in each module of the first competency before attempting the assessment. Various learning styles are respected by our See It, Read It, Apply It model. You can see examples of this model in this preview.

Each competency ends with an assessment that uses business case scenarios to apply the concepts in that competency. Learners must receive a cumulative score of 90 or greater on a SiriusPathway™ to become SiriusDecisions certified.

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SiriusPathway™ Competency 1: Defining 21st Century B-to-B Marketing

Module 1.1: B-to-B Marketing, Seeing the Big Picture

21st Century B-to-B Marketing

Key Requirements for All B-to-B Marketers

Read It: The Five Things B-to-B Marketers Must Know

A SiriusDecisions blog perspective.

From the many ways buyers can easily access information, to more sophisticated data and the seemingly endless rollout of new technology enhancements, the challenges facing b-to-b marketers have never been greater. With this change has come a need for marketers to keep their skills and knowledge current.

Here are five key requirements that we see as imperative for all b-to-b marketers:

• Foundational elements. Every b-to-b marketer must possess the following: a fundamental understanding of the b-to-b buyer's journey, the importance of accountability for metrics, comfort with marketing automation technology, understanding of lead nurturing, and basic knowledge of what comprises a lead.

• Mission/execution. Marketers should take responsibility for creating their own training and improvement plan. Map out what you hope to achieve in your role and exactly what skills and knowledge will be needed to make it happen.

• Sales alignment. SiriusDecisions is built around the importance of aligning marketing with sales. However, this alignment requires more than just an organizational commitment. Marketers must arm themselves with insight and knowledge into what the sales organization is doing and how marketing can help impact, support and ultimately drive revenue. Take the time to learn, ask questions and participate in what sales is doing.

• Nomenclature. Organizations and teams are more successful when they can rely on a common language and mindset to drive marketing and sales alignment.

• Interlock. Marketers can only succeed by being aware of what their internal counterparts are doing. It's imperative to have a complete view of how others in the organization are working, understand what is important to them and what drives their success. This ties into the concept of "the well-rounded marketer” that we see as being crucial to successful marketing teams. By broadening your knowledge of other functions within the company, you'll be better equipped to succeed in your own role.

Apply It: The Basics, Covered

Integrate the video and brief above by reviewing the key concepts presented.