Q&A with Jay Gaines, CMO at Forrester

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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Dremio Partners With Carahsoft to Bring Modern Data Infrastructure to the Public Sector

Dremio | January 05, 2024

Dremio, the easy and open data lakehouse, and Carahsoft Technology Corp., The Trusted Government IT Solutions Provider, today announced a partnership. Under the agreement, Carahsoft will serve as Dremio’s Master Government Aggregator®, making the company’s complete cloud and software portfolio for Government, Defense, Intelligence and Education available through Carahsoft’s reseller partners and NASA Solutions for Enterprise-Wide Procurement (SEWP) V, Information Technology Enterprise Solutions – Software 2 (ITES-SW2), National Association of State Procurement Officials (NASPO) ValuePoint, National Cooperative Purchasing Alliance (NCPA) and OMNIA Partners contracts. This collaboration paves the way for Public Sector organizations to harness cutting-edge data analytics capabilities which empower them to make smarter decisions and significantly enhance operational efficiency through lightning-fast data access. Dremio propels agencies into the future by embracing a state-of-the-art data lakehouse architecture in Public Sector organizations. By transitioning to Dremio's solutions, organizations can enjoy sub-second query performance and a remarkable 10-fold improvement in price performance. The new environment eliminates costly and complex legacy data lake solutions and implements a flexible, highly modern architecture. Dremio provides cost-effective self-service analytics and data management, simplifying data pipelines and ETL complexity while accelerating insights across diverse storage locations. With a proven track record of modernizing legacy Hadoop environments and implementing the modern data lakehouse solution, Dremio and Carahsoft aim to transform Public Sector data management by breaking down data silos. Embracing a data mesh concept enables efficient handling of various data sources, fostering cross- collaboration and decentralized data control. Dremio’s expertise supports Public Sector agencies in implementing these principles, eradicating data silos for a more collaborative and efficient approach to data analytics. "Public sector organizations face a range of data infrastructure challenges, many of which are common to both Government and non-government entities. These issues often hinder effective data management, analysis, and decision-making,” said Roger Frey, Vice President of Alliances at Dremio. “Dremio's mission is to make data easily accessible and analyzable for all users, regardless of where it resides. We are excited to partner with Carahsoft to bring our state-of-the-art data analytics solutions to the Public Sector." “Within the Public Sector’s intricate data landscape, complexities often impede efficient data management and decision making,” said Laura Howton, Sales Director who leads the Analytics and Data Management Team at Carahsoft. “By adding Dremio to our AI and Machine Learning portfolio, our reseller partners can now provide modern, cost-effective and easily accessible data analytics tools to Government customers, bolstering their modernization efforts.” Dremio’s solutions are available through Carahsoft’s SEWP V contracts NNG15SC03B and NNG15SC27B, ITES-SW2 Contract W52P1J-20-D-0042, NASPO ValuePoint Master Agreement #AR2472, NCPA Contract NCPA01-86 and OMNIA Partners Contract #R191902. For more information, contact the Carahsoft team at 571-591-6430 or Dremio@carahsoft.com; or register for a complimentary webcast, “The Key Steps in Decreasing Costs and Improving Performance Through Data Lake Modernization,” Thursday, January 25, at 2p.m. About Dremio Dremio is the easy and open data lakehouse, providing self-service analytics with data warehouse functionality and data lake flexibility across all of your data. Use Dremio's lightning-fast SQL query service and any other processing engine on the same data. Dremio increases agility with a revolutionary data-as-code approach that enables Git-like data experimentation, version control, and governance. In addition, Dremio eliminates data silos by enabling queries across data lakes, databases, and data warehouses, and by simplifying ingestion into the lakehouse. Dremio's fully managed service helps organizations get started with analytics in minutes, and automatically optimizes data for every workload. As the original creator of Apache Arrow and committed to Arrow and Iceberg’s community-driven standards, Dremio is on a mission to reinvent SQL for data lakes and meet customers where they are on their lakehouse journey.

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