Core Skills: Demand Programs SiriusPathway®

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 SiriusPathways™ to become SiriusDecisions certified.



This course includes an optional introduction on the foundations of demand creation. The optional introduction helps learners get started with demand programs. If you are not familiar with SiriusDecisions, are new to demand creation or need a refresher on any of the foundational elements of demand creation, we suggest you review this material before you begin the course. It covers: Demand Type, Relative Targeting, The Buyer's Journey and The Demand Waterfall.

Competency 1: Introduction to Demand Programs

Module 1.2: Program Pendulum Model

See It: Program Pendulum Model Overview

In this activity, we introduce the SiriusDecisions Program Pendulum Framework, a planning and execution methodology where momentum begins with business context and is reinforced with performance insights that inform how the program should be optimized.

Apply It: The SiriusDecisions Program Pendulum Framework

The five stages of the SiriusDecisions Program Pendulum Framework provide a step-by-step method for delivering demand creation programs that drive business results, while making the program creation process more efficient and generating insights that can be used to sustain program momentum. Review the stages and become familiar with how each represents an essential step and associated set of outputs in the marketing program development process.


Competency 2: Program Planning & Execution Process

Module 2.4: Program Diagnostics

See It: Program Diagnostics

Demand creation program origination often fails to align with go-to-market strategy or account for process friction points or skill gaps. The SiriusDecisions Program Pendulum Framework is a planning and execution methodology that organizations can use to apply discipline to the development of their demand creation programs. In this activity, we are specifically looking at program diagnostics for the implementation of demand creation programs.

Read It: Piloting a Proposed Demand Initiative

An effective pilot can identify gaps in process or technology, and whether the team has the right skills to achieve solid execution. In this brief, we present a three-step process for effectively piloting proposed demand initiatives.


Apply It: Program Diagnostics Worksheet

Using input and detail from the completed Program Goals, Program Requirements, Program Design and Tactic Deployment worksheets, complete the Program Diagnostics worksheet to create the deliverable for step five in the Demand Creation Program Implementation Process.