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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Space Software Provider Antaris™ Announces Launch Readiness of World's First Cloud-Built Demonstration Satellite

Antaris | December 06, 2022

Antaris, the software platform provider for space, announced today that the first-ever satellite fully conceived, designed and manufactured using the company's end-to-end software is ready for launch. Creation of the satellite, dubbed JANUS-1, involved eight organizations spanning seven countries collaborating virtually through the Antaris cloud-based platform, which features open APIs and core open source elements. The project was completed in just 10 months from concept to launch readiness with a cost savings of 75% over comparable satellite missions. Based on data captured during the build, Antaris anticipates that future spacecraft missions can be ready for launch in as few as six months. "This is a tremendous moment for the space industry," said Antaris Co-Founder and CEO Tom Barton. "Satellite development has historically been slow and extremely costly because of proprietary hardware and software, excessive vertical integration and outdated interfaces, APIs and protocols. Antaris has changed all that. Our cloud-based platform has enabled constellation sponsors, satellite designers, component providers and manufacturers from across the globe to come together seamlessly and collaborate to get a satellite ready for launch in just months, not years, from start to finish. Nothing like this has ever been done before." JANUS-1 is a 6U satellite conceived as a technical demonstration to showcase the unprecedented efficiency and cost-effectiveness of the Antaris platform and will feature five different payloads running on its SatOS™ satellite software once in orbit. XDLINX Labs and Ananth Technologies served as the primary manufacturing partners for the JANUS-1 satellite with ATLAS Space Operations providing ground station services. "The satellite industry has historically lagged behind the tech industry in the adoption of Software-as-a-Service models," said Brad Bode, Chief Technology Officer of ATLAS Space Operations. "The Antaris SaaS platform is a long overdue approach to the design, simulation and operation of satellites and a perfect complement to our own GSaaS, or Ground Software as a Service, model. We're excited to be part of the historic JANUS-1 mission." "Ananth Technologies is pleased to be collaborating with Antaris on this novel demonstration project, We support their mission of driving collaboration across the space economy and see tremendous potential in this new approach to satellite design and operations. The build process for JANUS-1 was highly efficient even for a complex design with multiple payload providers from around the world." Dr. Subba Rao Pavuluri, Chairman and Managing Director of Ananth Technologies. Antaris recently open sourced its SatOS Payload Software Development Kit (SDK), which enables users of the platform to effectively integrate payloads into SatOS-powered satellites. Additionally, Antaris released the go-satcom library to help the broader space community work with open space communications protocols. Payload and subsystem technology providers including AICRAFT, Netra, Morpheus Space, SayariLabs Kenya, SpeQtral, Transcelestial and Zero-Error Systems (ZES) will perform internet of things (IoT) communications, advanced experimental laser communications, radio communications and machine learning (ML) inference during orbit. A virtual twin of JANUS-1 running on Antaris TrueTwin™ technology is functional today, and the physical satellite is expected to launch into orbit from the Satish Dhawan Space Centre of India under a commercial arrangement with NewSpace India Limited (NSIL), the commercial arm of Indian Space Research organization (ISRO). About Antaris Antaris, the software platform provider for space, exists to make space easy. Our software dramatically simplifies the design, simulation and operation of satellites to support mission success. We bring New Space thinking to an Old Space world, giving our customers maximum control and flexibility while mitigating supply chain risk to improve time-to-orbit, reduce cost and optimize engineering reuse. With investors including Lockheed Martin Ventures, Acequia, HCVC and E2MC, Antaris is revolutionizing Software for Space.

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