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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PRWeb | October 25, 2023

Vector Solutions, the leading provider of training and software solutions dedicated to helping schools make their communities safer, smarter, and better, today announced it has acquired PATHWAYos, the leading platform for connecting K-12 schools and students to work-based learning opportunities. The acquisition expands Vector Solutions' footprint at the intersection of education and industry with a move into the Career and Technical Education (CTE) market. The transaction brings together two companies passionate about providing best-in-class technology to support building a stronger and more successful workforce. As the lines between education and employment increasingly blur, Vector Solutions and PATHWAYos aim to support students on their chosen career paths and bridge the gap between education and workforce-ready skills. Today, Vector Solutions provides skills and safety training to over 2,000 industry customers, who use that training to ensure their workforce has the necessary skills to perform their jobs effectively. Together with PATHWAYos career-connected learning software, Vector Solutions will be able to offer CTE courses, industry-recognized credentials, and safety training content to K-12 students, districts, intermediaries, state agencies, and colleges. In the future, Vector Solutions plans to use the PATHWAYos platform to connect its industry customers with trained talent, supporting customers in addressing skills gaps and labor shortages by providing a direct 'skills-based' talent pipeline. Our acquisition of PATHWAYos reaffirms our commitment to helping students excel on their chosen career paths, said Jonathan Cherins, Chief Executive Officer of Vector Solutions. The combined power of our offerings will serve to bridge the skills gap between students seeking more training and work-based learning opportunities and industry customers looking to build a skilled workforce. PATHWAYos was established in 2017 with a mission to unlock work-based learning opportunities for all. Its mission is to change how students view their options, how educators see their workload, and how the industry considers its growing talent pool. Work-based learning (WBL) prepares students for the job market and helps build a pipeline of skilled workers, all while lowering recruitment and training costs for employers, and expanding economic development in local communities. The company's WBL programs have impacted over 800,000 students across 2,000 schools in 30 states, leading to more than three million work-based learning hours logged. "Joining forces with Vector Solutions catapults us to an ambitious new era, where we can serve as an unrivaled catalyst for Career and Technical Education," said Cecilia Retelle Zywicki, CEO of PATHWAYos. "Our aim is nothing short of empowering students at scale by unlocking paths towards the future they want, and granting access to economic mobility that often is reserved for an exclusive subset of students. Together, we aspire to impact countless students, breaking barriers between education and the workforce, and reshaping the landscape." Vector Solutions serves over 24,000 customers and thirty-one million end users across the Education, Commercial, and Public Sector markets. With an increased focus on CTE, Vector Solutions will accelerate its presence in this critical market. The company will support students no matter what path they choose to take into the workforce and enable industry customers to access a pipeline of skilled talent. Post acquisition, PATHWAYos will be a product under a new business unit within Vector focused on CTE. The combined expertise and resources will strengthen Vector Solutions' CTE offerings and solidify its position as a leader in the industry. About Vector Solutions Vector Solutions is the leading provider of impactful technology solutions dedicated to driving safer, smarter, better decision-making in the world's most critical industries. Embedded into daily workflows to drive improvements in compliance, safety, performance, and preparedness, our software includes training management, industry-focused online course libraries, EHS management, workforce scheduling, risk communication, operational readiness, and more. Vector's unique combination of information and technology - delivered when and where it is needed - is integral to our more than 34 thousand clients looking to achieve better outcomes and safeguard lives. Vector is committed to providing resources to support those who need them most and launched a collection of free courses on critical mental health and safety topics through Vector Cares. For more information, visit http://www.vectorsolutions.com. For access to free Vector Cares courses visit https://www.vectorsolutions.com/about-us/vector-cares/. About Vector Solutions for K-12 Education Vector Solutions for K-12 Education is a leading provider of training, software and professional development solutions committed to creating safer, smarter and better school environments. Trusted by more than 5,000 K-12 districts in the United States, Vector's award-winning suite of products save administrators time, improve compliance, and streamline administrative processes. Vector trainings on imperative topics like safety and compliance; inclusive instruction; mental health and well-being; diversity, equity and inclusion; and cybersecurity enable students and teachers alike to make schools safer, more inclusive, and more effective places to work and learn. For more information about Vector Solutions for K-12 Education, visit http://www.vectorsolutions.com/k12. About PATHWAYos PATHWAYos® is the innovative software at the center of all career-connected learning. School districts, states, and career centers can now collaborate with businesses to expand work-based learning programs. The software streamlines processes while allowing partners to provide numerous opportunities that enhance the development of skills required by the workforce of the future. The world-class platform is quickly becoming a household requirement for innovative school districts.

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Corporate Learning Systems

D2L Unveils D2L for Business

PR Newswire | September 21, 2023

D2L, a global learning technology company, today announced the formal launch of D2L for Business – a corporate learning solution designed to maximize return on investment (ROI) in learning and help empower employers to attract, retain, onboard, and upskill their workforce. D2L for Business combines the benefits of an existing network of world-class education providers, skill development solutions, and expert consulting services along with D2L's world class Learning Experience Platform (LXP) and authoring tools, creating one integrated, easy-to-use corporate solution. The 2023 World Economic Forum's Future of Jobs Report predicts that 44% of workers' skills will be disrupted in the following five years – rising significantly from 35% in 2016. And, according to D2L's 2023 White Paper, 80% of U.S. adults expressed some interest in pursuing additional skills training over the next 12 months. "With recent rapid advancements in AI, the changing nature of jobs, and skills shortages, it's essential for employees to continue to upgrade their skillsets – and for businesses to offer the right learning to remain competitive in the talent market," said John Baker, CEO of D2L. "For over two decades, we've helped hundreds of organizations drive their business forward with the right learning for the skills they need. D2L for Business will help take our customers to the next level with a simple, seamless, and personalized mix of technology and services to help fuel a skilled workforce prepared to take on the future." D2L for Business helps employers maximize organization-wide learning ROI and their workforce's satisfaction, retention, and internal mobility through: Skills Mapping and Pathways: D2L for Business uses AI-driven algorithms and industry experts to help develop a comprehensive skills audit, map skills to careers, and identify custom learning pathways for desired careers and skill sets. This helps businesses create a skills pipeline aligned with business objectives, fill open roles, and close skills gaps. Network of World-Class Education Partners: D2L for Business can help businesses streamline their learning administration through a curated provider network of industry-leading universities, colleges, and training organizations. Employers can easily deploy a centralized catalog of career-aligned programs and courses to talent at every level of the organization. Customized Learning: D2L for Business can help businesses create and deliver their own customized digital learning experiences through D2L's LXP. This can enable organizations to rapidly scale and deploy learning that aligns with their strategic goals. Learning Analytics: D2L for Business offers built-in insights to help maximize businesses' ROI with a birds-eye-view into learner progress and outcomes. Employers can gather integrated, organization-wide data about course completion rates and employee skill development, and then make data-informed decisions to help ensure future-readiness. "When it comes to revamping your learning and development program, it's important to have a plan in place that's going to take your business to the next level, and into the future," said Melissa Stein, Officer of Learning & Development at Tompkins Financial. "Tompkins specifically chose D2L as its corporate learning platform for its flexibility, ability to provide content in all areas of learning, and its two decades of trends-focused, forward-looking innovation." D2L for Business can help empower companies to make their skilled teams a competitive advantage, future-proofing their organization to fuel growth. For more information on D2L for Business, please visit https://www.D2L.com/solutions/corporate/. About D2L D2L is transforming the way the world learns—helping learners of all ages achieve more than they dreamed possible. Working closely with clients all over the world, D2L is supporting millions of people learning online and in person. Our growing global workforce is dedicated to making the best learning products to leave the world better than they found it. Learn more about D2L for K-12, higher education and businesses at www.D2L.com.

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Online Education

Imagine Learning Expands Core Curriculum Offering with Launch of Traverse, A Groundbreaking Digital Social Studies Curriculum

Business Wire | October 17, 2023

Imagine Learning, the largest provider of digital curriculum solutions in the U.S., serving 15 million students in more than half of school districts nationwide, today announced the launch of Traverse, a groundbreaking, innovative, and digital-first social studies, living core curriculum solution for grades 6–12. Traverse, created by a team of Imagine Learning developers and educators, represents a significant milestone for the organization as it expands its comprehensive suite of dedicated and immersive digital core curriculum courses for teachers and students across the country. Gone are the days of large history books that cannot be easily updated. Traverse turns that paradigm on its head and provides an on-ramp to ensuring that our students are taught the most updated information, yet customized to meet the standards of local communities, said Jonathan Grayer, CEO of Imagine Learning. This launch is a significant step forward for Imagine Learning as we now provide thousands of school districts -- large and small -- a complete array of solutions, from supplemental to intervention to core. In today’s evolving world, the demand for teaching social studies appropriately has never been greater. Districts have been searching for a modern curriculum that can adapt to their needs and empower teachers to meet the required content and instructional standards while encouraging critical thinking and civic engagement for students. Pairing advanced technology and engaging media with inquiry-based learning, Imagine Learning developed Traverse to address this market demand with a highly adaptable and engaging curriculum. Mr. Grayer continued, “Traverse represents a real breakthrough in how social studies can and should be taught in this country. In a rapidly changing world where there is a greater urgency placed on teaching our students how to be responsible citizens contributing to the well-being of our society, Traverse solves an enormous problem facing our schools by equipping students with the knowledge and skills to navigate a complex and ever-changing global landscape. Like other Imagine Learning curricula, Traverse shares responsibility for this process with teachers, empowering them to cultivate the active, informed, and engaged citizens our society needs. We are very excited to bring Traverse to market.” For the first time, students will be engaged in a comprehensive learning experience that combines content, inquiry, and skills development. Students are exposed to a wide array of multimedia resources, primary and secondary sources, lessons designed to build their skills, collaborative learning activities, and assessments to deepen their engagement with the subject matter. Traverse will prepare students for civic engagement beyond their classrooms by using a standards-backed, inquiry-based approach to learning. It aligns with the College, Career, and Civic Life (C3) Framework and state standards, providing teachers with a cohesive instructional social studies program for grades 6-12. The Traverse Solution Traverse is authored by renowned educators Kathy Swan and Sam Wineburg, and designed by Imagine Learning’s development group, the same team that created the award-winning ELA program StudySync. Its digital-first instructional design allows districts to easily support changing curriculum standards with adaptable courses that are built with powerful media and interactives. Through a combination of video, activities, and tools, Traverse leverages interactive media to enhance engagement in instruction. Aligned to the C3 Framework, Traverse prepares students for college, career, and civic life by connecting the lessons to real-life social issues. Students are further supported through active learning and are encouraged to collaborate with their peers and find answers themselves through careful and critical study of the standards-based resources provided. As part of its modern, new approach to social studies, Traverse: Maximizes student learning by focusing only on the content standards teachers are expected to teach. Enables students to critically evaluate issues, both inside and outside the classroom. Blends technology and multimedia to empower learners. Supports teachers in facilitating an equitable learning environment by providing the necessary resources to create personalized learning experiences. Includes Imagine Learning’s exceptional digital and print implementation support and toolkits that work with districts according to their needs. Offers varied modalities for lessons and is compatible with multiple devices. Traverse is the latest digital-first curriculum to be added to Imagine Learning’s core product line, joining Imagine Learning Illustrative Mathematics, Twig Science, and Imagine Learning EL Education. It is available for U.S. History: Beginnings to the Civil War; U.S. History: Reconstruction to the Present; World History: Beginnings to the Reformation; World History: Emergence of the Modern World to the Present; World Geography; U.S. Government; and Economics. For more information on Traverse, visit www.imaginelearning.com/traverse. About Imagine Learning Every classroom, every student is bursting with potential. That’s why we pursue relentless innovation at the intersection of technology, people, and curricula. Imagine Learning creates K–12 digital-first solutions fueled by insights from educators, working alongside educators to support 15 million students in over half of the districts nationwide. Our core portfolio includes Twig Science®, Imagine Learning Illustrative Mathematics®, and Imagine Learning EL Education®. Our robust supplemental and intervention suite equips learners with personalized instruction for English and Spanish literacy, math, coding, and more. Imagine Edgenuity™ is our flagship courseware solution, complemented by Imagine School Services’ Certified Teachers. Imagine Learning. Empower potential. Learn more: imaginelearning.com.

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