demand generation waterfallGuest post by Bonnie Crater, founder & CEO of Full Circle CRM

When I think about upcoming SiriusDecisions Summit, the first thing that comes to mind is, of course, the Demand Waterfall. One of the coolest things about the SiriusDecisions Summit is just how many marketing professionals you can meet who are focused on measuring and tracking the results of marketing campaigns and their impact on their businesses.

As you may remember, last year SiriusDecisions unveiled its new, re-architected waterfall that now includes Marketing, Sales, and Telesales roles within a larger company-wide demand generation waterfall picture. Needless to say we are very excited to attend the session, The Rearchitected Waterfall, One Year Later, on Wednesday May 8th at 4:50pm so we can get more detail about what SiriusDecisions is learning about companies who have adopted the new waterfall and the new best practices.

Whether you use the Demand Waterfall or some other method, tracking funnel metrics is critical for sales and marketing teams. Funnel metrics enable sales and marketing to understand the effectiveness of their campaigns and also help companies as a whole determine the health of their pipeline and build accurate forecasts for the future. So if you are going to the Summit, definitely check out this presentation.

Another session we are excited to attend is Marketing and Sales Operations: Cementing the Relationship on Thursday May 9th at 2:15. Creating a focus on getting sales and marketing operations to collaborate can only help a company build success. With the customer journey approaching 70% being a digital experience, companies are collecting more and more data to analyze and report on, and more insights can be realized from this information.

The 2013 SiriusDecisions Summit includes many terrific sessions but these were just a couple that caught my eye. Of course I would love to hear more from anyone else who is attending this conference and what they are excited to learn about, which sessions they plan on attending, etc. – so please leave your comments and thoughts about the Summit below.

Bonnie Crater is a 5-time VP of Marketing at Genesys, Netscape, Oracle (Network Computer Inc.), Stratify, and VoiceObjects. While valuing the creative side of marketing, Bonnie’s real love is marketing operations — measuring marketing investments and determining investment optimization. Now as CEO of Full Circle CRM, Bonnie is working to help fellow marketers get the data needed to succeed. In 2000, Bonnie was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. Bonnie holds a B.A. in biology from Princeton University.