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.

More C-Suite on deck

'The “Swissness” stands for quality around the world' says Henri W.R. Kennedie, President & CEO at Swiss International Hotels & Resorts.

Media 7 | July 12, 2022

Swiss International Hotels & Resorts President & CEO Henri W.R. Kennedie discusses the company's iOS and Android apps, as well as its operations, licensing, revenue, quality, and other relevant topics. Read along for additional information on Swissness, Swiss-Select, and more.

Read More

“The guest experience has never been more important,” says Matthew Cameron-Smith, CEO at Voyages Indigenous Tourism Australia.

Media 7 | June 27, 2022

Voyages Indigenous Tourism Australia's CEO, Matthew Cameron-Smith, discusses, Tali Wiru, Indigenous training and employment across Australia, as well as experience-based vacations, the iconic Red Centre, and tourism facilities. Read more to learn more about eco-friendly, sustainable travel.

Read More

Data is king and informs any marketing strategies we employ’ says Dr. Jens Thraenhart, CEO at Barbados Tourism Marketing Inc.

Media 7 | September 7, 2022

Dr. Jens Thraenhart, CEO at Barbados Tourism Marketing Inc. talks about highlighting small businesses and local entrepreneurs, targeting our audiences digitally. Read on to know unique initiatives in tourism industry.

Read More

'The “Swissness” stands for quality around the world' says Henri W.R. Kennedie, President & CEO at Swiss International Hotels & Resorts.

Media 7 | July 12, 2022

Swiss International Hotels & Resorts President & CEO Henri W.R. Kennedie discusses the company's iOS and Android apps, as well as its operations, licensing, revenue, quality, and other relevant topics. Read along for additional information on Swissness, Swiss-Select, and more.

Read More

“The guest experience has never been more important,” says Matthew Cameron-Smith, CEO at Voyages Indigenous Tourism Australia.

Media 7 | June 27, 2022

Voyages Indigenous Tourism Australia's CEO, Matthew Cameron-Smith, discusses, Tali Wiru, Indigenous training and employment across Australia, as well as experience-based vacations, the iconic Red Centre, and tourism facilities. Read more to learn more about eco-friendly, sustainable travel.

Read More

Data is king and informs any marketing strategies we employ’ says Dr. Jens Thraenhart, CEO at Barbados Tourism Marketing Inc.

Media 7 | September 7, 2022

Dr. Jens Thraenhart, CEO at Barbados Tourism Marketing Inc. talks about highlighting small businesses and local entrepreneurs, targeting our audiences digitally. Read on to know unique initiatives in tourism industry.

Read More

Related News

COMMERCIAL TRAVEL

Travelport Acquires Deem for Furthering Investment in Innovation

Travelport | March 13, 2023

Travelport, a global technology company for travel, has recently acquired Deem for further investment in innovation to modernize the retailing and corporate travel sector. This acquisition would improve Deem's speed to market and allow seamless integration of multi-source content. Deem is a modern technology solutions provider for the corporate travel industry and previously worked under Enterprise Holdings, a mobility solutions provider. It has a suite of online booking and travel technology products designed especially for business travelers, travel managers, travel-management companies and suppliers. It is making the corporate travel experience more efficient for all. It is entitled as one of the 'Fast Company's Most Innovative Companies of 2022'. It aims to continue growth in its share of the corporate travel business, and the Travelport's investment is further increasing that growth at a global level. Travelport is an established NDC leader and launched the end-to-end solution for American Airlines' NDC content. It plans to enhance its position with the swift technical integration of Deem company. It will avail Deem of the NDC offers, products and services. The NDC content is important for travel agencies, corporations and travelers, particularly those in North America. Currently, North American airlines are shifting some content exclusively to NDC. CEO of Travelport, Greg Webb said, "The game-changing acquisition of Deem by Travelport will fulfill a growing, post-pandemic need for a tight, fully-integrated corporate tool that will provide access to all multi-source content, including NDC." He added, "We've been laser-focused on investing in technology innovation, and Travelport+ has simplified the agency workflow, upgraded how travel content is curated, and enabled modern travel retailing. Now with the acquisition of Deem, Travelport will provide corporate travel with award-winning, complementary tools that are as revolutionary, modern, and easy-to-use as Travelport+." (Source – Cision PR Newswire) About Travelport Headquartered in Langley, Berkshire, Travelport, an information technology and services provider for travel, offers solutions for technology, travel commerce, travel, distribution, payment, airlines, travel agents, online travel agencies, travel management companies, corporate travel, B2B, cloud, search, business intelligence, data, and travel industry. It has been working as a worldwide travel retail platform since 1971. Its huge marketplace, Travelport+, connects buyers to sellers for exceptional travel experience and modern digital retailing. It is an independent platform providing solutions for complex travel ecosystems through innovation. It supports bookings of travel suppliers worldwide.

Read More

AIRLINES AND AIRPORTS

WTTC Announces Hotel Sustainability Basics

World Travel & Tourism Council | March 14, 2023

World Travel & Tourism Council (WTTC), a travel arrangement services company, has recently announced the Hotel Sustainability Basics (Basics) at ITB Berlin. Basics help tourist accommodation providers with their sustainability journey. Basics is a set of globally accepted criteria that hotels should implement at least to generate a responsible and sustainable business in Travel & Tourism. The industry supports it and compiles all tourist accommodation providers, regardless of their size and location. A group of influential global hotel brands came together to demand it. It emphasizes a possible starting point over other sustainability initiatives. It will inspire accommodation providers worldwide to start their sustainability journeys and fulfill the fundamental standards of the sector. It compromises 12 essential criteria and is available to all hotels. This endeavor aims to build a strong base for complex sustainability schemes and enhance sustainability across the industry. It got recognition from the Sustainable Hospitality Alliance as a starting point for the net positive industry. This alliance is the one that announced the latest version of the 'Pathway to Net Positive Hospitality.' WTTC has partnered with Green Key and SGS to design an online verification system to ensure the program's validity. President & CEO of WTTC, Julia Simpson said, "We are incredibly proud to launch our Hotel Sustainability Basics and its verification scheme. The initiative is a response to the sector's need for a baseline for hotels and other tourist lodgings to introduce the exacting sustainability standards." She added, "Our research shows that most business owners are aware of their responsibility to the environment but need a step-by-step guide that is scientifically verifiable. It is a testament to the need for such a scheme that already thousands of hotel properties from around the world have committed to implement Basics, and from today can begin the verification process." (Source – Cision PR Newswire) About World Travel & Tourism Council Headquartered in London, United Kingdom, World Travel & Tourism Council (WTTC) is a non-profitable and non-government organization dedicated to travel and tourism, founded in 1990. It specializes in the authority on world travel & tourism, travel, tourism, research, economics, private sector, government policies, economic impact, Covid-19 recovery, sustainability, and crisis preparedness. It represents the travel & tourism private sector at a global level. It connects industry experts, CEOs of travel & tourism companies and organizations worldwide. Its focuses on Security & Travel Facilitation, Crisis Preparedness & Management, and Sustainable Growth in the travel field.

Read More

TRAVEL TECHNOLOGY

TravelCenters of America Continues Enhancing Full-Service Restaurants

TravelCenters of America | March 17, 2023

TravelCenters of America Inc., nationwide operator and franchisor of the TA, Petro Stopping Centers and TA Express travel center network, announced today exciting updates to its full-service restaurant business. Chef Maira Isabel now serves as TA’s Corporate Executive Chef, and will focus on adding flavorful, healthy offerings and integrating food trends and regional specialties into the menus of TA’s Country Pride and Iron Skillet restaurants. Before moving to the US, Chef Maira was a chef and on-air talent for multiple television shows for many years and was the Puerto Rico hostess of Bizarre Foods – Travel Channel. Her career has spanned TV, print and online publications including the Cooking Network, Travel Channel and Food & Beverage Magazine and she is a best-selling cookbook author. She has spent time perfecting her culinary skills in Italy, France, Colombia, Spain, Mexico and Morocco. With over 150 full-service restaurants nationwide, TA continues expanding its portfolio to serve the needs of all travelers. In addition to proprietary brands Country Pride and Iron Skillet, TA launched Fork & Compass in January 2023 in Perrysburg, Ohio. Fork & Compass is designed to be an attractive option for all travelers and a destination spot for the community, with unique food options in a casual, comfortable, family-friendly atmosphere. TA also added five IHOPs and two Black Bear Diners in 2022, with plans to open more full-service restaurants this year. TA will continue supporting the health and well-being of all travelers through its collaboration with Cleveland Clinic. Chef Maira’s menus will offer healthy meal options approved by Cleveland Clinic and highlighted with a heart-healthy logo. TA plans to expand beyond these menu offerings by working with Cleveland Clinic to identify healthy snack and grab-and-go food options in its travel stores. “Chef Maira’s diverse background working in restaurants around the world, coupled with her sincere passion and enthusiasm, will elevate the sit-down dining experience at our travel centers,” said Lloyd Sanford, SVP, Hospitality. “Every culinary decision will be focused on ensuring we deliver on our mission of returning every traveler to the road better than they came.” About TravelCenters of America TravelCenters of America Inc. is the nation's largest publicly traded full-service travel center network. Founded in 1972 and headquartered in Westlake, Ohio, its over 18,000 team members serve guests in 285 locations in 44 states, principally under the TA®, Petro Stopping Centers and TA Express® brands. Offerings include diesel and gasoline fuel, truck maintenance and repair, full-service and quick-service restaurants, travel stores, car and truck parking and other services dedicated to providing great experiences for its guests. TA is committed to sustainability, with its specialized business unit, eTA, focused on sustainable energy options for professional drivers and motorists. TA operates over 600 full-service and quick-service restaurants and nine proprietary brands, including Iron Skillet® and Country Pride.

Read More

COMMERCIAL TRAVEL

Travelport Acquires Deem for Furthering Investment in Innovation

Travelport | March 13, 2023

Travelport, a global technology company for travel, has recently acquired Deem for further investment in innovation to modernize the retailing and corporate travel sector. This acquisition would improve Deem's speed to market and allow seamless integration of multi-source content. Deem is a modern technology solutions provider for the corporate travel industry and previously worked under Enterprise Holdings, a mobility solutions provider. It has a suite of online booking and travel technology products designed especially for business travelers, travel managers, travel-management companies and suppliers. It is making the corporate travel experience more efficient for all. It is entitled as one of the 'Fast Company's Most Innovative Companies of 2022'. It aims to continue growth in its share of the corporate travel business, and the Travelport's investment is further increasing that growth at a global level. Travelport is an established NDC leader and launched the end-to-end solution for American Airlines' NDC content. It plans to enhance its position with the swift technical integration of Deem company. It will avail Deem of the NDC offers, products and services. The NDC content is important for travel agencies, corporations and travelers, particularly those in North America. Currently, North American airlines are shifting some content exclusively to NDC. CEO of Travelport, Greg Webb said, "The game-changing acquisition of Deem by Travelport will fulfill a growing, post-pandemic need for a tight, fully-integrated corporate tool that will provide access to all multi-source content, including NDC." He added, "We've been laser-focused on investing in technology innovation, and Travelport+ has simplified the agency workflow, upgraded how travel content is curated, and enabled modern travel retailing. Now with the acquisition of Deem, Travelport will provide corporate travel with award-winning, complementary tools that are as revolutionary, modern, and easy-to-use as Travelport+." (Source – Cision PR Newswire) About Travelport Headquartered in Langley, Berkshire, Travelport, an information technology and services provider for travel, offers solutions for technology, travel commerce, travel, distribution, payment, airlines, travel agents, online travel agencies, travel management companies, corporate travel, B2B, cloud, search, business intelligence, data, and travel industry. It has been working as a worldwide travel retail platform since 1971. Its huge marketplace, Travelport+, connects buyers to sellers for exceptional travel experience and modern digital retailing. It is an independent platform providing solutions for complex travel ecosystems through innovation. It supports bookings of travel suppliers worldwide.

Read More

AIRLINES AND AIRPORTS

WTTC Announces Hotel Sustainability Basics

World Travel & Tourism Council | March 14, 2023

World Travel & Tourism Council (WTTC), a travel arrangement services company, has recently announced the Hotel Sustainability Basics (Basics) at ITB Berlin. Basics help tourist accommodation providers with their sustainability journey. Basics is a set of globally accepted criteria that hotels should implement at least to generate a responsible and sustainable business in Travel & Tourism. The industry supports it and compiles all tourist accommodation providers, regardless of their size and location. A group of influential global hotel brands came together to demand it. It emphasizes a possible starting point over other sustainability initiatives. It will inspire accommodation providers worldwide to start their sustainability journeys and fulfill the fundamental standards of the sector. It compromises 12 essential criteria and is available to all hotels. This endeavor aims to build a strong base for complex sustainability schemes and enhance sustainability across the industry. It got recognition from the Sustainable Hospitality Alliance as a starting point for the net positive industry. This alliance is the one that announced the latest version of the 'Pathway to Net Positive Hospitality.' WTTC has partnered with Green Key and SGS to design an online verification system to ensure the program's validity. President & CEO of WTTC, Julia Simpson said, "We are incredibly proud to launch our Hotel Sustainability Basics and its verification scheme. The initiative is a response to the sector's need for a baseline for hotels and other tourist lodgings to introduce the exacting sustainability standards." She added, "Our research shows that most business owners are aware of their responsibility to the environment but need a step-by-step guide that is scientifically verifiable. It is a testament to the need for such a scheme that already thousands of hotel properties from around the world have committed to implement Basics, and from today can begin the verification process." (Source – Cision PR Newswire) About World Travel & Tourism Council Headquartered in London, United Kingdom, World Travel & Tourism Council (WTTC) is a non-profitable and non-government organization dedicated to travel and tourism, founded in 1990. It specializes in the authority on world travel & tourism, travel, tourism, research, economics, private sector, government policies, economic impact, Covid-19 recovery, sustainability, and crisis preparedness. It represents the travel & tourism private sector at a global level. It connects industry experts, CEOs of travel & tourism companies and organizations worldwide. Its focuses on Security & Travel Facilitation, Crisis Preparedness & Management, and Sustainable Growth in the travel field.

Read More

TRAVEL TECHNOLOGY

TravelCenters of America Continues Enhancing Full-Service Restaurants

TravelCenters of America | March 17, 2023

TravelCenters of America Inc., nationwide operator and franchisor of the TA, Petro Stopping Centers and TA Express travel center network, announced today exciting updates to its full-service restaurant business. Chef Maira Isabel now serves as TA’s Corporate Executive Chef, and will focus on adding flavorful, healthy offerings and integrating food trends and regional specialties into the menus of TA’s Country Pride and Iron Skillet restaurants. Before moving to the US, Chef Maira was a chef and on-air talent for multiple television shows for many years and was the Puerto Rico hostess of Bizarre Foods – Travel Channel. Her career has spanned TV, print and online publications including the Cooking Network, Travel Channel and Food & Beverage Magazine and she is a best-selling cookbook author. She has spent time perfecting her culinary skills in Italy, France, Colombia, Spain, Mexico and Morocco. With over 150 full-service restaurants nationwide, TA continues expanding its portfolio to serve the needs of all travelers. In addition to proprietary brands Country Pride and Iron Skillet, TA launched Fork & Compass in January 2023 in Perrysburg, Ohio. Fork & Compass is designed to be an attractive option for all travelers and a destination spot for the community, with unique food options in a casual, comfortable, family-friendly atmosphere. TA also added five IHOPs and two Black Bear Diners in 2022, with plans to open more full-service restaurants this year. TA will continue supporting the health and well-being of all travelers through its collaboration with Cleveland Clinic. Chef Maira’s menus will offer healthy meal options approved by Cleveland Clinic and highlighted with a heart-healthy logo. TA plans to expand beyond these menu offerings by working with Cleveland Clinic to identify healthy snack and grab-and-go food options in its travel stores. “Chef Maira’s diverse background working in restaurants around the world, coupled with her sincere passion and enthusiasm, will elevate the sit-down dining experience at our travel centers,” said Lloyd Sanford, SVP, Hospitality. “Every culinary decision will be focused on ensuring we deliver on our mission of returning every traveler to the road better than they came.” About TravelCenters of America TravelCenters of America Inc. is the nation's largest publicly traded full-service travel center network. Founded in 1972 and headquartered in Westlake, Ohio, its over 18,000 team members serve guests in 285 locations in 44 states, principally under the TA®, Petro Stopping Centers and TA Express® brands. Offerings include diesel and gasoline fuel, truck maintenance and repair, full-service and quick-service restaurants, travel stores, car and truck parking and other services dedicated to providing great experiences for its guests. TA is committed to sustainability, with its specialized business unit, eTA, focused on sustainable energy options for professional drivers and motorists. TA operates over 600 full-service and quick-service restaurants and nine proprietary brands, including Iron Skillet® and Country Pride.

Read More