Q&A with Jay Gaines, CMO at Forrester

MEDIA 7 | July 23, 2019

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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With System P4, Murdock, Heil, and Fletcher see similar opportunities to reduce the time it takes to build housing—while relieving workers in the construction trades of physical stress. Our constant focus is making homes attainable, and making construction more precise, more productive, and easier, Fletcher said. The P4 Housing Collective is a team of separate companies united around this shared passion. We've made huge progress with data-driven methods for smarter construction and standard products plus automation to take the back-breaking work off of people. System P4 is powered by KUKA, and backed by data-driven preconstruction, off-the-shelf products, and people development programs—all designed to work together with System P4. This is great news for developers, municipalities, and modular builders looking to establish their own steady stream of quality housing. KUKA: KUKA is a global automation corporation with sales of around 3.3 billion euro and roughly 14,000 employees. 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iOffice + SpaceIQ Leverages Strategic Alliance with Autodesk to Bring Digital Twin Technology to Building Operators

Autodesk | September 28, 2022

iOffice + SpaceIQ, the global workplace technology company, has announced the release of Building Information Modeling (BIM) Viewer, which will leverage digital twins — digital representations of company assets and facilities — to transform and optimize operational performance. With the introduction of BIM Viewer, iOffice + SpaceIQ aims to help businesses eliminate operations blind spots by making it easier to connect asset and facilities data — enabling users to explore, locate, interact with, and report on space and asset data that was previously difficult to access. By reducing the knowledge gaps that occur in the handover from construction to operations, BIM Viewer businesses run their facilities and equipment as intended, ultimately contributing to a lower carbon future. Last year, iOffice + SpaceIQ announced a strategic investment by Autodesk to enhance the integration between Autodesk's BIM platform and Archibus, iOffice + SpaceIQ's integrated workplace management system. This release marks a major step forward for digital transformation initiatives in the historically fragmented building lifecycle by addressing several key challenges companies face when considering the implementation of digital twins, including difficulty with integration, overall system complexity, and the time and cost of building out the digital twin. The Archibus BIM Viewer uses Autodesk Forge® APIs to render BIM models stored in Autodesk Construction Cloud® or Autodesk Build, speeding the set-up process and significantly reducing the time it takes to train operations teams to use the technology. BIM Viewer enhances 3D BIM models with asset, operations, and space data, allowing asset and maintenance managers to quickly explore where their assets are, how they connect, which areas need attention, and how they impact the building and the business. By combining the power of design, operational, and performance data into a single platform, users will be able to improve efficiency and make smarter, more strategic decisions about their portfolios. "The voice of our customers drove us to find a new way to provide richer and more connected building and asset data. We're proud to be an innovator in this industry, BIM Viewer will ease the challenges many users have faced when adopting and deploying digital twin strategies, enabling companies to get up to speed on digital twin technology faster — with less complexity and quicker implementation." -Brandon Holden, Chief Executive Officer of iOffice + SpaceIQ. The new offering arrives amid growing interest in digital twins and calls to ramp up digital transformation initiatives. According to a recent Microsoft report, the adoption of digital twins has lagged behind other digital investments due to difficulties with integration and internal skill gaps. About iOffice + SpaceIQ: iOffice + SpaceIQ empowers how tomorrow will work, helping employees and companies adapt and thrive to produce better outcomes for the world. Our smart workplace technology enables over 10,000 organizations in 85 countries to improve business performance through intuitive, people-first space planning and operations. More than 2M end users rely on iOffice + SpaceIQ platforms to optimize more than 2B square feet of space valued at more than $64B, maintain mission-critical assets, and enhance how people interact with the workplace.

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