But if you had to choose one and only one, I would suggest prioritizing based on strategy vs tactics, executive vs team. Sirius Decisions had topics covering a broad range of subjects and, honestly, I was pleasantly surprised at how “sales” focused many of the sessions were. As a person who’s built a lot of his career helping to align sales + marketing this was refreshing :) I would note, however, how heavy the vendor/sponsor sessions were - 50%.Īn analysis of where brands are indexing their data talent / headcount today TakeawayĪs I said in the beginning, both are excellent conferences and you can get tremendous value out of either. To me the session breakdown was the single biggest difference. Gartner seemed focused on key themes around marketing trends and structure with only a small percentage of vendor lead sessions - about 20%. Of course there were several opinions on how to solve the data problem from: “build,” to “buy,” to “partner” - many of which have their value depending on where you are in your data-journey today - but the conversation was so pervasive in fact, I even heard “the data problem” discussed casually over breakfast. B2B or B2C marketing organization? Get your data together. Sales and marketing alignment? Data problem. Customer journey analysis? Data problem. One theme (other than marketing) that was popular at BOTH conferences was “data.” Since I’m in the data business, this wasn’t a huge surprise as I see most data-trends from the front lines. What did surprise me was this: “data” was permeating every conversation I heard. When I wrapped up the final day at Sirius Decisions in Austin: that was already my general impression, but, as someone who claims to be a “data person” I decided to dig a little deeper and see what I could uncover from a high level analysis. See below for more! Event Breakdownīoth featured a similar format stretching over 4 days, but Sirius Decision Summit was several times bigger and had a heavy sponsor influence. If I were organizing the conference, I would be thrilled with the high participation rate of vendors and sponsored sessions, as an attendee however, one had to be careful to separate the pitch from the genuine insight. Sirius Decisions, on the other hand, had something for everyone, and, while there was certainly an executive track with predictions and insights, the sessions seemed more heavily weighted towards tactics and what marketing operators as well as leaders could do today to have immediate impact. Let me start of by saying this: I had a great time and learned a ton at both but, in general, I was left with the following impression: Gartner is for marketing executives and indexed on prediction and strategy to help leaders chart their course over the next couple of years. Both Gartner and Sirius Decisions had their signature marketing conferences in the last couple of weeks, gathering thousands of the brightest minds in marketing, to discuss the trends and challenges facing our profession. I was fortunate enough to attend both and wanted to highlight the common themes, interesting differences and provide insight on which to attend, if you had to only choose one.
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