SiriusDecisions Learning Course Catalog

SiriusPathways®

SiriusPathways® are high-impact e-learning solutions to skills and training challenges faced by today's b-to-b marketing, sales and product teams. They are:

  • Built on the latest SiriusDecisions research and best practices
  • Competency-based learning that affirms previous knowledge
  • Self-paced, asynchronous, always-on adaptive learning for maximum flexibility
  • Scenario-based learning, created by experts so that it's useful and applicable

The catalog below is organized by skill areas. Click on the + sign to the right of each category to see what courses are offered within it. To purchase any of the courses listed below, please purchase one or more learning tokens on our Buy page. Please note that all sales are final; a learning token is non-returnable and non-refundable.

Core Skills for All B-to-B Marketers

Core Skills: Demand Management SiriusPathway® NEW!

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  • Master the core skills of demand management processes, the foundations of a healthy demand creation engine
  • Learn the latest iteration of the SiriusDecisions Demand Waterfall® - the Demand Unit Waterfall
  • Operationalize a  methodical approach for building, operationalizing and optimizing demand management processes designed to increase marketing's contribution to pipeline and growth

Core Skills: Demand Delivery SiriusPathway® NEW!

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  • Master the core skills demand marketers need for successful demand delivery
  • Learn how to determine your digital type, understand your buyer’s digital journey
  • Operationalize your Web site for optimal buyer engagement

Core Skills: Demand Programs SiriusPathway® NEW!

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  • Master the core skills to deliver high-performing demand creation marketing programs that deliver on audience information and knowledge
  • Learn the five pendulums of the Program Pendulum Framework, how to set goals and requirements for a demand creation program - and how to determine the best design approach and measure the program
  • Define, select and measure demand creation offers and identify opportunities for program optimization

Marketing Measurement SiriusPathway®

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  • Lay the foundation for your organization's measurement story with goals, execution and evolution
  • Complete a measurement roadmap
  • Apply measurement frameworks so that you can develop a best-in-class measurement strategy

Campaign Planning SiriusPathway®

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  • Craft a reliable campaign framework that organizes marketing functions throughout the organization for best-in-class execution
  • Create measurements, budget and campaign plans that connect with financial, technological and strategic planning efforts
Demand Generation NEW COURSE AVAILABLE!

Data Privacy SiriusPathway® NEW!

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  • Review new worldwide regulations on data privacy
  • Discover how to ensure proper data practices using  data privacy compliance strategy and process
  • Understand and begin to create good preference management for your organization

Digital Strategy & Planning SiriusPathway®

(All NEW content available!)

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  • Gain the skills and knowledge necessary for creating and maintaining a robust Web presence equipped for optimal lead capture and conversion power
  • Create a digital transformation roadmap to fit your organization’s specific business model, offerings and customers and develop a localization strategy

Demand Delivery Mechanisms SiriusPathway® NEW!

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  • Transform your digital practices with best-in-class digital tactics
  • Operationalize your Web site with persona-based search strategy and a form understand of digital type
  • Perfect your Web content for your digital type, learn to craft effective emails and operationalize your social strategy

Events for the Digital Age SiriusPathway®

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  • Develop a comprehensive event strategy that will support demand creation goals and initiatives as part of an integrated campaign framework
  • Learn how to assess your event discipline, drive an effective event strategy, assign appropriate roles and responsibilities and evaluate key factors impacting pre, during and post-event planning and execution

Pipeline Acceleration SiriusPathway®

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  • Master the three pipeline acceleration zones
  • Map the roles marketing will play at each zone to boost acceleration
  • Employ best-in-class strategies, including rapid-entry, intra-pipe and last mile pipeline acceleration

Lead Nurturing SiriusPathway®

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  • Engage effectively with prospects to increase your conversion rates
  • Increase the number of closed/won deals using pre-MQL, active recycled, reconstituted and passive recycled lead nurturing techniques

Marketing Automation SiriusPathway®

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  • Execute effectively organized management and utilization of a marketing automation platform
  • Develop and empower effective automation teams

Lead Scoring SiriusPathway®

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  • Obtain knowledge of the need and benefits of developing an effective lead scoring infrastructure and the roles, responsibilities, and steps required for developing a lead scoring model
  • Explore the six steps for rolling out the lead scoring model to your organization and the process required for measuring the results of the model once it has been implemented
Account-Based Marketing

Account-Based Marketing SiriusPathway®

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  • Understand how to deliver account-based marketing to support three key sales models: Large/Strategic Account, Named-Account and Current Account (Existing Customer)
  • Includes account profiling, selection, plan development and measurement
Channel Marketing

Channel Marketing for Partners SiriusPathway®

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  • Upskill channel partners to meet the challenges of an ever-changing marketing landscape
  • Includes ten modules that cover the topics channel partners need to succeed in b-to-b marketing: Demand Type, Digital Planning, Relative Targeting, The Buyer's Journey, Lead Scoring, Basic Campaigns, The Demand Waterfall, Account-Based Marketing in the Channel, Lead Nurturing and Pipeline Acceleration 

Account-Based Marketing in the Channel for Suppliers SiriusPathway® 

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  • Formalize and define an internal process for account-based marketing
  • Design a comprehensive account-based marketing initiative with a clear understanding and selection process for the appropriate type, tier and route-to-market focus

Customer Engagement in the Channel for Suppliers SiriusPathway®

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  • Assess the current state of customer engagement at your organization
  • Establish a best-in-class customer experience function that is equipped to grow
  • Improve retention and growth
  • Adopt a process for delivering customer experience support and operationalizing success through partners

Core Skills for Suppliers SiriusPathway® 

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  • Design and deliver high performing demand creation programs for partners
  • Arm yourself with the skills you need to meet the needs of your channel partners
Product Management

Product Management SiriusPathway®

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  • Craft a viable business case, market research and buyer persona analysis
  • Refine product requirements and product tools
  • Enable sales through a product dashboard and robust optimization framework

Pricing & Packaging SiriusPathway®

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  • Understand the components of a pricing strategy and develop value-based pricing
  • Understand pricing in the organization and develop product packaging
  • Develop packaging for new markets
Portfolio Marketing

Product Marketing SiriusPathway®

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  • Learn to apply the complete Product Marketing and Management (PMM) model and create a product marketing plan
  • Master the innovative techniques for messaging with buyer personas and the Messaging Nautilus
  • Deploy effective means of empowering sales and measuring product success

Segment/Industry Marketing SiriusPathway®

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  • Define and refine the marketing opportunity for an industry with proper market sizing, segmentation and relative targeting
  • Message appropriately with the audience framework, industry marketing plan and the Messaging Nautilus
  • Optimize sales with a robust enablement plan

Solution Marketing SiriusPathway®

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  • Determine the right portfolio of solutions for each target market and buyer
  • Plan strategically for launch using the Messaging Nautilus and the solutions model
  • Optimize sales by enabling with a solutions handbook and enablement plan
Strategic Communications

Content Strategy SiriusPathway®

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  • Organize your content plan in a way that aligns with buyer needs and personas
  • Execute a measurable, effective content plan that is scalable and sustainable
Marketing Operations Strategies

Advanced Measurement SiriusPathway®

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  • Build a comprehensive, organized measurement framework for the organization
  • Adjust, analyze, report and improve reporting systematically

Data Management SiriusPathway®

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  • Create clear standards and processes for building data strategy, integrity and collection
  • Respond to new challenges, integrate new systems and adjust to new business drivers
Customer Engagement 

Customer Engagement SiriusPathway® 

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  • Assess the current state of customer engagement at your organization
  • Learn how to establish a customer engagement function that is best-in-class and equipped to grow
  • Improve retention and growth