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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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Trellix Launches Advanced Research Center, Finds Estimated 350K Open-Source Projects at Risk to Supply Chain Vulnerability

Trellix | September 22, 2022

Trellix, the cybersecurity company delivering the future of extended detection and response (XDR), announced the establishment of the Trellix Advanced Research Center to advance global threat intelligence. Comprised of hundreds of the world’s most elite security analysts and researchers, the Advanced Research Center produces actionable real-time intelligence and threat indicators to help customers detect, respond and remediate the latest cybersecurity threats. “The threat landscape is scaling in sophistication and potential for impact We do this work to make our digital and physical worlds safer for everyone. With adversaries strategically investing in talent and technical know-how, the industry has a duty to study the most combative actors and their methods to innovate at a faster rate.” -Aparna Rayasam, Chief Product Officer, Trellix Trellix Advanced Research Center has the cybersecurity industry’s most comprehensive charter and is at the forefront of emerging methods, trends and actors across the threat landscape. The premier partner of security operations teams across the globe, Trellix Advanced Research Center provides intelligence and cutting-edge content to security analysts while powering our leading XDR platform. Python Tarfile Vulnerability Highlights Software Supply Chain Complexities In coordination with today’s launch, Trellix Advanced Research Center also published its research into CVE-2007-4559, a vulnerability estimated to be present in over 350,000 open-source projects and prevalent in closed-source projects. It exists in the Python tarfile module which is a default module in any project using Python and is found extensively in frameworks created by Netflix, AWS, Intel, Facebook, Google, and applications used for machine learning, automation and docker containerization. The vulnerability can be exploited by uploading a malicious file generated with two or three lines of simple code and allows attackers arbitrary code execution, or control of a target device. “When we talk about supply chain threats, we typically refer to cyber-attacks like the SolarWinds incident, however building on top of weak code-foundations can have an equally severe impact This vulnerability’s pervasiveness is furthered by industry tutorials and online materials propagating its incorrect usage. It’s critical for developers to be educated on all layers of the technology stack to properly prevent the reintroduction of past attack surfaces.” -Christiaan Beek, Head of Adversarial & Vulnerability Research, Trellix. Open-source developer tools, like Python, are necessary to advance computing and innovation, and protection from known vulnerabilities requires industry collaboration. Trellix is working to push code via GitHub pull request to protect open-source projects from the vulnerability. A free tool for developers to check if their applications are vulnerable is available on Trellix Advanced Research Center’s GitHub. About Trellix Trellix is a global company redefining the future of cybersecurity and soulful work. The company’s open and native extended detection and response (XDR) platform helps organizations confronted by today’s most advanced threats gain confidence in the protection and resilience of their operations. Trellix, along with an extensive partner ecosystem, accelerates technology innovation through machine learning and automation to empower over 40,000 business and government customers with living security. More at https://trellix.com. About Trellix Advanced Research Center Trellix Advanced Research Center brings together an elite team of security professionals and researchers to produce insightful and actionable real-time intelligence to propel customer outcomes and the industry at large. Driven by the industry’s most comprehensive charter, our skilled researchers detect trends ahead of the market to empower our customers and partners to solve for emerging threats. More at https://www.trellix.com/en-us/threat-center.html.

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