The Most Important Metric for Sales Leaders in Subscription Businesses to Track and Use to Drive Revenue Growth

Subscription businesses that charge customers monthly for using their offerings are expanding rapidly in response to consumers’ and b-to-b buyers’ desire to try a product and walk away easily if they’re not achieving the expected value. However, the subscription-based business model puts tremendous pressure on sales organizations to facilitate a seamless transition between the buyer and customer journey and ensure customers are seeing the value they were promised during their evaluation. Many sales leaders are drowning in data and struggling to figure out what key metrics they should track to reveal their progress in growing subscription revenue. One powerful, simple metric enables sales leaders to pull the right levers to grow revenue: the ratio of customer lifetime value (LTV) to customer acquisition cost (CAC).

Spotlight

Champlain College

Founded in 1878, Champlain College is a small, private college overlooking Lake Champlain and Burlington, Vermont, with additional campuses in Montreal,Canada, and Dublin, Ireland. Our career-driven approach to higher education prepares students for their professional life from their very first semester. Champlain offers: over 90 degree programs, including on-campus Undergraduate Degrees, online continuing undergraduate degrees and graduate degrees, a number of professional certificates in business, technology.

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Education Technology

Mathematics Needs More Prominence on the Education Agenda for the AI Era

Article | July 20, 2022

After almost two years of disruption due to the pandemic, our ongoing recovery has highlighted the value of embracing change and working much more flexibly than before, refusing to give up at the first hurdle and a willingness to work together to achieve a common goal. These transferable skills are becoming ever more important for us to thrive in our increasingly automated world, and they are skills that can be developed and embedded through the medium of mathematics. Fluency, reasoning, and problem-solving are the three foundations of our mathematics curriculum. By valuing them all, we will ensure that our future workforce has the confidence and skills to work together much more effectively to solve problems, overcome hurdles, and sustain our recovery. Let’s begin with fluency. Although AI is becoming increasingly prevalent, benefiting both our social and working lives, we still need number skills, perhaps now more than ever. Too many high-profile technology projects have failed due to basic mathematical errors. We need our education system to nurture the types of number skills needed in industry, especially a much greater focus on using and applying number skills. We must encourage students to develop their confidence in estimating quantities and a willingness to check calculations, even when they’ve used a spreadsheet or calculator. From NASA’s disintegrating space probes to trains that don’t fit their platforms and submarines that are just too big, the tech world is littered with avoidable, costly mistakes. Acquiring number fluency means developing a ‘feel’ for numbers so that we can easily spot when something is not quite right; the NASA probe disintegrated due to a simple error converting units, the trains would not fit because no-one checked the platform sizes, and the submarines needed refitting due to an error entering spreadsheet error. Each of those three were incredibly costly, totalling millions, if not billions of pounds, but they were all avoidable too. We must nurture a willingness to estimate and develop a ‘feel’ for numbers, known as ‘number sense,’ alongside the more traditional approach of performing more formal calculations when needed. After all, few people head to the shops armed with a pencil, squared paper, and a ruler in readiness to calculate their change at the cash register. We need to value number sense and rethink our expectations of the primary curriculum. Encouraging a different approach towards the teaching and learning of mathematics may also help to address the gender imbalance in the subject. If you filled a room with a hundred math professors, the chances are that less than ten would be female. However, female mathematicians have played key roles in the fight against COVID. Mathematical modellers such as Professor Julia Gog, based at the University of Cambridge, drew on her research as an adviser to the government’s SAGE committee. Nevertheless, even though more students study A-Level mathematics than any other subject, few female students choose to apply to study mathematics at university. My own research with female A-Level candidates reveals their preference for careers which help others and contribute towards a better society. However, they often do not appreciate how studying mathematics might help them to realise their dreams by helping thousands, if not millions, of others through research on climate change, medicine, and networks. We know that the gender gap in mathematical performance starts at a young age, and researchers have suggested that the changing expectations in the curriculum as students progress through their schooling might dissuade girls from continuing to study mathematics at a higher level. At primary school, pupils are expected to master written calculations such as long division and long multiplication to achieve ‘age-related expectations.’ However, to progress further, they also need to be able to solve problems, and this seems to be the point where female students lose out. It has been argued that the switch from being rewarded for learning procedures to solving problems favours boys over girls, and the persistent gender gap in results for higher-achieving primary pupils appears to add weight to that argument. Effort are being made to encourage more females to consider studying mathematics, including the Maths 4 Girls project which organises school visits from female role models and the careers arm of the Institute of Mathematics and its Applications which organises poster competitions to encourage more school students to think carefully about studying mathematics, both projects which I support. Yet more needs to be done. Our curriculum and assessment system are designed to value number sense, estimating and problem-solving skills and perhaps rethink the time schools devote to rehearsing written calculations. Otherwise, we risk overlooking the huge potential of our current female students to contribute and build on the work of their predecessors, including Florence Nightingale, Mary Boole, Ada Lovelace, and Julia Gog, among many others. To continue our recovery from COVID and rebuild our economy, we must embrace the potential of mathematics for developing and embedding the skills and attitudes that our students will need to thrive in their increasingly automated world: a willingness to "play" with numbers, estimate and check their answers; an enthusiasm for solving problems and working together; and an understanding that it’s OK to get stuck sometimes. We can overcome the hurdles that we face by working together as a team.

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Online Education

Computer Science Guide: Learning Opportunities in COVID-19

Article | July 12, 2022

The pandemic has only increased businesses’ acceleration towards digital transformation and underscored the power of technology and computer science skills to help overcome economic disruption across industries.Download our free computer science guide for an overview of key computer science learning opportunities, from cloud computing to cybersecurity, in today’s unusual economic landscape. Whether you want to explore computer science for the first time, advance your career, or earn a degree, there’s a path at edX for you.

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Education Technology, Continuing Education

Welcoming Districts and Schools to the Desmos 2020-21 Middle School Math Program

Article | August 8, 2022

In January, we announced our core middle school math program, which pairs the open-source middle school curriculum from OpenUp Resources/Illustrative Mathematics with powerful technology, humanizing pedagogy, and intuitive design from Desmos. We were extremely grateful to receive interest from thousands of sites and teachers. In order to provide the best possible support for as many partners as possible, we’ve decided to limit participation this year to a small set of applicants.

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Rethinking assessment practices

Article | August 25, 2020

In the fourth blog in the series from contributing authors to Advance HE’s recent publication, On Your Marks: Learner-focused Feedback Practices and Feedback Literacy, Senior Lecturer in Education, Dr Rachel Shanks, shares her thoughts on how assessment tasks and marking could reflect online professional practice.

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Spotlight

Champlain College

Founded in 1878, Champlain College is a small, private college overlooking Lake Champlain and Burlington, Vermont, with additional campuses in Montreal,Canada, and Dublin, Ireland. Our career-driven approach to higher education prepares students for their professional life from their very first semester. Champlain offers: over 90 degree programs, including on-campus Undergraduate Degrees, online continuing undergraduate degrees and graduate degrees, a number of professional certificates in business, technology.

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SiriusDecisions Expands Benchmarking Performance Capabilities and Global Coverage

SiriusDecisions | July 10, 2017

SiriusDecisions has expanded its core industry benchmark database, the SiriusIndex™, the only one of its kind in the b-to-b industry, with new metrics across four major categories, including readiness, activity, output and results, and offered its clients unparalleled access to data from their peers with the introduction of its new Command Center™ platform. Now commercially available, it will enable business leaders to drive strategic and tactical changes informed by insights, best-in-class frameworks, readiness and performance metrics, and peer comparisons with the data, and qualitative guidance from SiriusDecisions analysts they know they can trust. With the data to support a variety of decisions from investments and organizational structures, to strategy development and process design, SiriusDecisions’ Command Center™ helps marketing, sales and product leaders realize competitive advantages, ensure smarter allocation of budget and human resources, and respond more nimbly to specific situations and opportunities.“We have made a major investment in data collection, analysis and the reporting engine fueling our client delivery portal called the SiriusDecisions Command Center™, which provides real-time access to more than 750 b-to-b industry metrics at your fingertips,” said Bruce Brien, Chief Technology Officer of SiriusDecisions. “The new platform will empower leaders to move quickly to energize their organizations’ performance and seize opportunities, with wiser organizational investment and resource allocation.”

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Diving into the new SiriusDecisions Demand Unit Waterfall

SiriusDecisions | May 30, 2018

SiriusDecisions since around the time when Rich Eldh and John Neeson gave birth to the company. I’ve found their frameworks especially useful in helping focus my teams’ actions and report on the value of our contributions. Perhaps you’ve found the same. For many years, the SiriusDecisions Demand Waterfall has been used as the standard framework for managing demand generation processes. The beauty of the original Demand Waterfall was its clarity and simplicity. Built as a useful guide, it was never meant to become “the law.” Yet over the past few years, many marketers have found themselves ensnared by a rigid, faithful type of application. From helpful leading indicators, we’ve created rigid sets of KPIs that lock us into a way of doing things and shape how we “see” our world. A host of short-sighted KPIs are now constraining our ability to innovate. At worst, they’re locking us into counterproductive behaviors that actually hurt our ROI. I’m talking here about KPIs that drive up volumes even as they drive down quality; about filters that ignore tangible evidence of demand in favor of titles and contacts at accounts that aren’t in the market at all. The newly announced SiriusDecisions Demand Unit Waterfall concept contains major insights that could open the door to a new wave of progress. These observations should help keep many of us from going over the falls in a barrel crafted of our own short-sightedness.

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SiriusDecisions Reveals Winners Of The 2018 ROI Awards

SiriusDecisions | March 30, 2018

The ROI Awards are designed to honor companies who excel in product development, marketing and sales through the use of SiriusDecisions’ research, frameworks and best practices. This year’s winners include: Cisco for its next-generation, blended approach to the engagement and retention of both partners and customers.Huron Consulting Group for centralizing marketing sales resources, revamping company branding and positioning and developing cross-functional processes.Illumina for creating content which is more accessible, scalable and relevant to its representatives. Imprivata for refocusing the company to target a single market, updating its ABM efforts and implementing SiriusDecisions’ Demand Unit Waterfall; and Vocera for enhancing its solutions and constructing a new marketing campaign to accompany the changes. “In today’s highly competitive market, companies with integrated marketing, sales and product capabilities have a distinct competitive advantage,” said Tony Jaros, President and Chief Product Officer of SiriusDecisions, in a statement. “This year’s ROI Awards winners seized opportunities to unify goals across departments and build programs that consistently achieve those shared objectives through unique implementations of SiriusDecisions’ models and methods.”

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SiriusDecisions Expands Benchmarking Performance Capabilities and Global Coverage

SiriusDecisions | July 10, 2017

SiriusDecisions has expanded its core industry benchmark database, the SiriusIndex™, the only one of its kind in the b-to-b industry, with new metrics across four major categories, including readiness, activity, output and results, and offered its clients unparalleled access to data from their peers with the introduction of its new Command Center™ platform. Now commercially available, it will enable business leaders to drive strategic and tactical changes informed by insights, best-in-class frameworks, readiness and performance metrics, and peer comparisons with the data, and qualitative guidance from SiriusDecisions analysts they know they can trust. With the data to support a variety of decisions from investments and organizational structures, to strategy development and process design, SiriusDecisions’ Command Center™ helps marketing, sales and product leaders realize competitive advantages, ensure smarter allocation of budget and human resources, and respond more nimbly to specific situations and opportunities.“We have made a major investment in data collection, analysis and the reporting engine fueling our client delivery portal called the SiriusDecisions Command Center™, which provides real-time access to more than 750 b-to-b industry metrics at your fingertips,” said Bruce Brien, Chief Technology Officer of SiriusDecisions. “The new platform will empower leaders to move quickly to energize their organizations’ performance and seize opportunities, with wiser organizational investment and resource allocation.”

Read More

Diving into the new SiriusDecisions Demand Unit Waterfall

SiriusDecisions | May 30, 2018

SiriusDecisions since around the time when Rich Eldh and John Neeson gave birth to the company. I’ve found their frameworks especially useful in helping focus my teams’ actions and report on the value of our contributions. Perhaps you’ve found the same. For many years, the SiriusDecisions Demand Waterfall has been used as the standard framework for managing demand generation processes. The beauty of the original Demand Waterfall was its clarity and simplicity. Built as a useful guide, it was never meant to become “the law.” Yet over the past few years, many marketers have found themselves ensnared by a rigid, faithful type of application. From helpful leading indicators, we’ve created rigid sets of KPIs that lock us into a way of doing things and shape how we “see” our world. A host of short-sighted KPIs are now constraining our ability to innovate. At worst, they’re locking us into counterproductive behaviors that actually hurt our ROI. I’m talking here about KPIs that drive up volumes even as they drive down quality; about filters that ignore tangible evidence of demand in favor of titles and contacts at accounts that aren’t in the market at all. The newly announced SiriusDecisions Demand Unit Waterfall concept contains major insights that could open the door to a new wave of progress. These observations should help keep many of us from going over the falls in a barrel crafted of our own short-sightedness.

Read More

SiriusDecisions Reveals Winners Of The 2018 ROI Awards

SiriusDecisions | March 30, 2018

The ROI Awards are designed to honor companies who excel in product development, marketing and sales through the use of SiriusDecisions’ research, frameworks and best practices. This year’s winners include: Cisco for its next-generation, blended approach to the engagement and retention of both partners and customers.Huron Consulting Group for centralizing marketing sales resources, revamping company branding and positioning and developing cross-functional processes.Illumina for creating content which is more accessible, scalable and relevant to its representatives. Imprivata for refocusing the company to target a single market, updating its ABM efforts and implementing SiriusDecisions’ Demand Unit Waterfall; and Vocera for enhancing its solutions and constructing a new marketing campaign to accompany the changes. “In today’s highly competitive market, companies with integrated marketing, sales and product capabilities have a distinct competitive advantage,” said Tony Jaros, President and Chief Product Officer of SiriusDecisions, in a statement. “This year’s ROI Awards winners seized opportunities to unify goals across departments and build programs that consistently achieve those shared objectives through unique implementations of SiriusDecisions’ models and methods.”

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