SiriusDecisions
SiriusDecisions is a company.
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Key people at SiriusDecisions.
SiriusDecisions is a company.
Key people at SiriusDecisions.
SiriusDecisions is a research and advisory firm specializing in operational intelligence for sales, marketing, and product executives in business-to-business (B2B) organizations.[1][2] Founded in 2001, it provides fact-based research, benchmarking, analyst inquiries, and frameworks like the "Sirius Way" to help clients align sales, marketing, and product functions, enabling 19% faster growth and 15% higher profitability compared to peers.[1][4] Acquired by Forrester in 2019 for $245 million, it now operates as the SiriusDecisions product line within Forrester, enhancing B2B strategy with data-driven tools and expanding into new verticals like financial services, healthcare, and energy.[2][4][5][6]
SiriusDecisions was founded in 2001 in Wilton, Connecticut, by former Gartner employees John Neeson and Rich Eldh, who identified a gap in fact-based research on B2B sales and marketing effectiveness.[1][3] The company grew to employ around 340 people, with both founders remaining involved, delivering primary research, advisory services, events, and benchmarking through online portals.[1][3] A pivotal moment came in late 2018 when Forrester announced its $245 million acquisition, closing in early 2019, integrating SiriusDecisions' operational expertise with Forrester's customer strategy focus to create a combined offering for "customer-obsessed strategies and operations."[4][5]
SiriusDecisions rides the trend of data-driven B2B revenue operations, addressing the need for aligned sales-marketing-product functions amid rising customer expectations in the "age of the customer."[4][6] Its timing aligns with the shift toward analytics-powered CX (customer experience) strategies, as seen in Forrester's prior buys like FeedbackNow and GlimpzIt, positioning the combined entity to lead in real-time optimization.[6] Market forces like vertical expansion (e.g., healthcare, energy) and global scaling favor it, influencing the ecosystem by setting standards for operational excellence and enabling firms to execute high-level strategies daily.[4][5][6]
Integrated into Forrester, SiriusDecisions will likely deepen AI-enhanced analytics for B2B go-to-market (GTM) optimization, evolving tools like the Demand Waterfall into CX clouds for predictive insights.[6] Trends in data democratization, vertical AI applications, and global B2B expansion will shape its path, potentially amplifying Forrester's influence in underserved sectors. Its evolution from independent analyst to powerhouse product line underscores enduring value in bridging strategy and execution for sustained growth.
Key people at SiriusDecisions.
