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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The city is globally renowned for its Hsinchu Science Park – also known as the Silicon Valley of Taiwan, and is home to top science and technology-focused universities and research institutes. Aside from being a technology innovation hub, Hsinchu features ancient architectural and cultural landmarks such as Chenghuang Temple and East Gate as well as scenic attractions such as 18 Peaks Mountain Park and Siangshan Wetlands. The hotel is conveniently located adjacent to the main freeway exit and a short drive from the Hsinchu Science Park. Westwood Restaurant curated by Michelin-starred Chef Richie Lin Westwood is Hsinchu’s newest culinary destination, a modern California fusion bistro serving comfort food. With its 1930s Art Deco-inspired interiors and an island bar with a vintage LA vibe that takes center stage, Westwood is a great place to dine and imbibe. 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Sabre partners with Trava to digitalize post booking for travel agents

Sabre Corporation and Trava | November 17, 2022

Sabre Corporation (NASDAQ: SABR), a leading software and technology provider that powers the global travel industry, announced a new Premium Solution Partnership with Trava to help automate post-booking processes for travel sellers. Trava is the latest company to partner with Sabre on the Premium Solution Partnership, joining its network, and enabling Sabre-connected travel agencies to find and utilize partner solutions to support their specific business needs and requirements. With this partnership, Trava will deliver its solutions and preferential commercial terms to Sabre customers in North America and EMEA. Trava provides travel companies with a GDS-agnostic 'no-code' process automation solution, allowing Sabre customers to seamlessly create and manage sophisticated post-booking workflows. Trava solutions deliver enhanced efficiency and scalability, typically reducing the manual time by +70% while increasing profit by around $5 per PNR. "In today's dynamic travel marketplace, it is crucial that the entire travel ecosystem is coming together to accelerate recovery, create opportunities for future growth and ensure that the ever-increasing expectations of the end traveler are met and exceeded, We're delighted to welcome Trava as a Premium Solution Partner and together, we can help agencies to streamline their daily manual processes, increase profits and concentrate on creating enhanced traveler experiences." -Marcus Pinedo, Vice President, Partner Solutions for Sabre Travel Solutions. Trava's solution automates vital post-booking processes such as queue management, travel disruptions, refunds, exchanges, unused tickets and ticketing - all supported by powerful revenue boosting as well as client communication tools and self-service features. Travel companies are rethinking the way they manage their operations. Automation is vital to achieve higher levels of efficiency and scalability in the post-booking area, says Maxim Sevastianov, Trava's CEO and Founder. "With travelers expecting a more personal experience than ever before and the entire travel industry facing staffing challenges, automation and self-service are key. With Trava, travel companies free up employee time, enhance their customer experience and at the same time, increase profitability. We're proud to be working in partnership with Sabre and excited about how we can deliver huge value to more Sabre-connected travel companies around the world. About Sabre Corporation   Sabre Corporation is a leading software and technology company that powers the global travel industry, serving a wide range of travel companies including airlines, hoteliers, travel agencies and other suppliers. The company provides retailing, distribution and fulfilment solutions that help its customers operate more efficiently, drive revenue and offer personalized traveler experiences. Through its leading travel marketplace, Sabre connects travel suppliers with buyers from around the globe. Sabre's technology platform manages more than $260B worth of global travel spend annually. Headquartered in Southlake, Texas, USA, Sabre serves customers in more than 160 countries around the world. For more information visit www.sabre.com.   About Trava Trava is a travel technology company, focusing on automation of post-booking processes within a travel agency and improvement of their bottom line. The company provides travel companies with a GDS-agnostic process automation solution, enabling them to seamlessly create and manage sophisticated workflows related to post-booking processes in GDS and mid-office systems. Thanks to the intuitive and extremely versatile web interface, requiring minimal technical background, customers can leave the technology to Trava and concentrate on what they do best.

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