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© 2015 SiriusDecisions. All Rights Reserved 1
The tactics and teams driving demand creation in Europe
20 January 2016
The Pulse: European Demand Generation
Isabel MontesdeocaResearch Director,European Demand Creation Strategies
© 2015 SiriusDecisions. All Rights Reserved 3
Advisory
Our Business
Research-Informed ConsultingResearch-informed assessments, workshops and project engagements that support key initiatives. Our consultants are experienced leaders in your field who apply Sirius thinking and tools to help solve the challenges you face.
AdvisoryDesigned for executives and teams to help define strategy and support the execution of key initiatives. Provides access to benchmark data, as-needed access to analysts, and best practice research – including operational models and frameworks.
Research-Enabled LearningOur learning solutions address practitioners’ skills gaps and extend core concepts across teams to enable consistent execution.
LearningConsulting
© 2015 SiriusDecisions. All Rights Reserved 4
© 2015 SiriusDecisions. All Rights Reserved 5
Executive Summary
Key issues• Evolving b-to-b buyer behavior continues to impact marketing
approaches and tactics • European marketers need to identify the offers and delivery
mechanisms that work best for their markets• The role of Demand Centers and Tele is evolving and can do
more to support local teams
What you will walk away with• See how marketers are allocating their demand generation
budgets• Learn which tactics are rated most effective by marketers• Understand the current state of the marketing eco-system
© 2015 SiriusDecisions. All Rights Reserved 6 6
Our Methodology
A large-scale quantitative study (n=473)
Countries covered: UK Germany France Italy Spain Netherlands
Comparison of results to 2013 survey for the same countries (n=489)
© 2015 SiriusDecisions. All Rights Reserved 7
Profile of Participating Organizations
HealthcareOther
Computer/Telecommunications HardwareFinancial Services
Information ServicesSoftware - On premiseSoftware - SaaS basedProfessional services
0% 5% 10% 15% 20% 25% 30% 35%
3%6%
8%11%11%
15%16%
30%
Industries
0%5%
10%15%20%25%30%
19%
26%23%
17%
9%7%
Revenue
0%2%4%6%8%
10%12%14%16%
8% 8%11%
14% 14% 15%
8%10%
7%4%
Employees
France; 17%
Germany; 22%
Italy; 16%
Nether-lands; 11%
Spain; 13%
UK;
21%
Countries
© 2015 SiriusDecisions. All Rights Reserved 8
Study Topics
Budgets
Tactics & Effectiveness
Measurement
Automation
Lead Level
TeleprospectingDemand Centers
1
2
3
4
5
6
7
Marketing Budgets
© 2015 SiriusDecisions. All Rights Reserved 10
SiriusPerspective:
Demand Creation BudgetThe percentage of marketing budget allocated to demand creation is
an important indicator of the role marketing has in driving business growth.
France
Germany
Italy
Netherlands
Spain
UK
20%22%24%26%28%30%32%34%36%38%40%
33%
33%
29%
35%
33%
35%
37%
34%
38%
29%
35%
33%
2013 2015
(n=473 in 2015; n=489 in 2013)Q: What percentage of the local annual marketing budget is allocated to demand generation/lead generation programs?
Other (please specify)
Computer/Telecommunications Hardware
Healthcare
Information Services
Software - SaaS based
Professional services
Financial Services
Software - On premise
0% 10% 20% 30% 40%
23%
33%
27%
28%
38%
31%
40%
35%
28%
29%
32%
34%
35%
35%
39%
41%
2013 2015
Tactics & Effectiveness
© 2015 SiriusDecisions. All Rights Reserved 12
SiriusPerspective:
The SiriusDecisions Buying Decision Process Framework
Decision making is a cognitive process defined by psychologists as
the selection of a course of action from multiple alternatives.
Decision is made that there is a reason for change
Decision is made on the approach on how to change
Decision is made on the vendor of choice
Education SelectionSolution
Period of Status QuoThe buying entity is not a current client of any provider
Period of Competitor ExperienceThe buying entity is a current client of a competitor
Period of Customer ExperienceThe buying entity is a current client
Why?Why
? How?How
? Who?Who
?
© 2015 SiriusDecisions. All Rights Reserved 13
SiriusPerspective:
Demand Creation Budget Allocation – Top DrawsMarketing to and through social networks emerged as the most
popular spend item for marketers.
2015 Top Spend Items - Tactic Offers
Q: For the current fiscal year, indicate the breakdown of your demand creation program's budget by the following tactic offer types.(n=473)
SOCIAL COMMUNITIES 9.3%
PRICE QUOTES/INCENTIVES 8.5%
NEWSLETTER 7.9%
VIDEOS 7.5%
DEMOS 7.3%
WHITE PAPERS 7.1%
© 2015 SiriusDecisions. All Rights Reserved 14
SiriusPerspective:
Changes in Spending on Offers - 2013 to 2015Participation in social communities remains a popular choice
among marketers while whitepapers and trials have dropped off the top list.
2013 Offers 2015 Offers
1 Social communities Social communities
2 Newsletters Price quote/incentives
3 White papers Newsletters
4 Trials Videos
5 Videos Demos
Q: For the current fiscal year, indicate the breakdown of your demand creation program's budget by the following tactic offer types and tactic delivery channels.(n=489 in 2013; n=473 in 2015)
© 2015 SiriusDecisions. All Rights Reserved 15
SiriusPerspective:
Spend on Offers vs EffectivenessSpend on price quotes, incentives and videos is up, however
marketers are not yet seeing strong results.
Offer Spend Offer Effectiveness
1 Social communities Social communities2 Price quote/incentives Newsletters3 Newsletters Demos4 Videos White papers5 Demos Virtual tour
© 2015 SiriusDecisions. All Rights Reserved 16
Top 5 Offers Based on EffectivenessQ: Please indicate the top five TACTIC OFFERS that are most effective for generating inquiries/responses at the top of the demand waterfall/funnel, as well as during the education, solution and selection stages of the buying cycle.
(n=473)
Top of the Waterfall
Education Solution Selection
1Social
communitiesSocial
communities NewsletterSocial
communities
2 Newsletter Newsletter Demos Demos
3 Demos White papersSocial
communities Newsletter
4 Virtual tour Demos White papers White papers
5 White papers Virtual tour Virtual tour Virtual tour
© 2015 SiriusDecisions. All Rights Reserved 17
Q: Please indicate the top five TACTIC OFFERS that are most effective for generating inquiries/responses at the top of the demand waterfall/funnel, as well as during the education, solution and selection stages of the buying cycle.
Changes in Offer Effectiveness – 2013 to 2015
2015
Top of the Waterfall
Education Solution Selection
1 Social communitiesSocial
communities NewsletterSocial
communities2 Newsletter Newsletter Demos Demos3 Demos White papers Social communities Newsletter4 Virtual tour Demos White papers White papers5 White papers Virtual tour Virtual tour Virtual tour
2013
Top of the Waterfall
Education Solution Selection
1 Newsletter Newsletter Newsletter Newsletter2 White papers White papers White papers Demos3 Demos Social communities Demos Trials4 Social communities Trials Social communities White papers5 Trials Demos Trials Videos
(n=489 in 2013; n=473 in 2015)
© 2015 SiriusDecisions. All Rights Reserved 18
SiriusPerspective:
Localizing ContentAn increasing number of marketers are taking on the content
localization challenge in order to deliver content that meets the buyer’s needs.Q: Thinking about the content you are using in your demand creation efforts, what % of centrally created content is being used as is, used slightly adapted, significantly adapted to reflect local needs or created locally?
Used "as is" Used slightly adapted Significantly adapted to reflect local needs
Created locally0%
5%
10%
15%
20%
25%
30%
35%33%
21% 22%24%
29%
21%23%
26%
Content Localization
2013 2015
(n=473 in 2015; n=350 in 2013)
© 2015 SiriusDecisions. All Rights Reserved 19
SiriusPerspective:
Demand Creation Budget Allocation – Top DrawsMarketing to and through targeted social networks, both online and
offline, emerged as the most popular spend item for marketers.
2015 Top Spend Items – Tactic Delivery Mechanisms
Q: For the current fiscal year, indicate the breakdown of your demand creation program's budget by the following tactic delivery mechanisms.(n=473)
ASSOCIATION MARKETING 9.6%
EMAIL 8.0%
DIRECT MAIL 7.6%
CONTACT LIST RENTAL/PURCHASE 6.5%
LIVE TRADESHOW 6.2%
SEARCH ENGINE ADVERTISING 6.1%
© 2015 SiriusDecisions. All Rights Reserved 20
SiriusPerspective:
Changes in Spending on Delivery Mechanisms - 2013 to 2015
Association marketing is now ranks top of the spend list although
email usage remains strong across all countries surveyed.Q: For the current fiscal year, indicate the breakdown of your demand creation program's budget by the following tactic offer types and tactic delivery channels.(n=489 in 2013; n=473 in 2015)
2013 Delivery Mechanisms
2015 Delivery Mechanisms
1Online Advertising:
Display Banners Association marketing
2 Email Email
3 Events: Live Tradeshows Direct mail
4 Events: Live Seminars Contact acquisition
5 Direct Mail Events: Live Tradeshows
© 2015 SiriusDecisions. All Rights Reserved 21
SiriusPerspective:
Spend on Delivery Mechanisms vs EffectivenessAssociation marketing and email are seen by marketers as as both
a spend priorty and an effective use of resources.
Delivery Mechanism Spend
Delivery Mechanism Effectiveness
1 Association marketing Email2 Email Association marketing3 Direct mail Contact acquisition4 Contact acquisition Direct mail5 Events: Live Tradeshows Content syndication
© 2015 SiriusDecisions. All Rights Reserved 22
Top 5 Delivery Mechanisms Based on EffectivenessQ: Please indicate the top five TACTIC DELIVERY CHANNELS that are most effective for generating inquiries/responses at the top of the demand waterfall/funnel, as well as during the education, solution and selection stages of the buying cycle.
(n=473)
Top of the Waterfall
Education Solution Selection
1Association marketing Email Email Email
2 EmailAssociation marketing
Association marketing
Association marketing
3Contact
acquisitionContact
acquisitionContact
acquisition Direct mail
4 Direct mail Direct mailContent
syndicationContact
acquisition
5Content
syndicationContent
syndication Direct mailContent
syndication
© 2015 SiriusDecisions. All Rights Reserved 23
Q: Please indicate the top five TACTIC DELIVERY CHANNELS that are most effective for generating inquiries/responses at the top of the demand waterfall/funnel, as well as during the education, solution and selection stages of the buying cycle.
Changes in Delivery Mechanism Effectiveness – 2013 to 2015
2015
Top of the Waterfall Education Solution Selection
1 Association marketing Email Email Email2 Email
Association marketing
Association marketing
Association marketing
3 Contact acquisition Contact acquisition Contact acquisition Direct mail4 Direct mail Direct mail Content syndication
Contact acquisition
5 Content syndicationContent
syndication Direct mailContent
syndication
2013
Top of the Waterfall
Education Solution Selection
1 Email Email EmailEvents: Live
seminar / roadshow2
Events: Live seminar / roadshow
Events: Live seminar / roadshow
Events: Live seminar / roadshow Email
3 Events: Live TradeshowOnline Advertising: Display Advertising
Events: Live Tradeshow Direct mail
4Online Advertising: Display Advertising
Events: Live Tradeshow
Events: Forums/user groups/user conference
Events: Forums/user groups/user conference
5Events: Forums/user
groups/user conference Direct mail Direct mailEvents: Live Tradeshow
(n=489 in 2013; n=473 in 2015)
Marketing Measurement
© 2015 SiriusDecisions. All Rights Reserved 25
SiriusPerspective:
Ability to Report ROI IncreasesTwo thirds of organizations are now able to report on the ROI of their
marketing investment in order to quantify and justify their contribution to the business
Able to determine return on Demand Creation investment0%
10%
20%
30%
40%
50%
60%
70%
80%
46%
67%
ROI
2013 2015
Q: Can you determine the return on your demand creation/lead generation program spend (the resulting leads, opportunities, and closed business)?(n=473 in 2015; n=489 in 2013)
© 2015 SiriusDecisions. All Rights Reserved 26
SiriusPerspective:
Marketing Contribution Marketing pipeline contribution remain steady while ROI increases
slightly, suggesting marketing is able to scale while maintaining effectiveness.
Percentage of Pipeline from Marketing20.0%
22.0%
24.0%
26.0%
28.0%
30.0%
32.0%
34.0%
36.0%
33.7% 33.4%
Marketing Contribution
2013 2015
Q: What percentage of the pipeline does marketing contribute today?Q: How much revenue do you generate in Euro for every 1 Euro you spend on demand creation/ lead generation programs today?
(n=473 in 2015; n=489 in 2013)
Revenue Generated for every 1Euro spent € 10 € 11 € 12 € 13 € 14 € 15 € 16 € 17 € 18 € 19 € 20
€ 17 € 18
ROI per Euro Spent
2013 2015
© 2015 SiriusDecisions. All Rights Reserved 27
SiriusPerspective:
The SiriusDecisions Demand WaterfallSiriusPerspective: The b-to-b standard for defining, measuring, modeling and diagnosing demand creation performance across marketing, tele and sales
functions.
INQ
AQL
TAL
TQL
SAL
SQL
CLOSED
© 2015 SiriusDecisions. All Rights Reserved 28
SiriusPerspective:
KPI Focus Shifts to Quality vs QuantityLeaders are moving away from measuring performance solely on
pipeline volume in favor of metrics that track the quality of the marketing pipeline created.
# INQs # MQLs # MQLs to TAL or SAL
# SQLs # SQLs to Closed0%
10%
20%
30%
40%
50%
60%
45% 43%
27% 27%22%
42%
53%
39%
30%
19%
Metrics
2013 2015
Q: What metrics are you using to track demand creation performance? (n=473 in 2015; n=350 in 2013)
© 2015 SiriusDecisions. All Rights Reserved 29
SiriusPerspective:
Tracking by Source IncreasesTracking by source is now the norm, allowing leaders to assess
demand waterfall performance across multiple scenarios.
Country level track-ing
Inbound vs Outbound Tracking
Marketing lead source tracking
Tele lead source tracking
Sales / Partner lead source tracking
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
61%51%
80%
49%
69%73%
68%
83%
57%
78%
Tracking by Source
2013 2015
Q: In terms of demand creation metrics, do you track at a country level?
Q: Do you currently track leads coming from all lead sources?Q: Are you tracking inbound versus outbound marketing tactics separately?
(n=473 in 2015; n=350 in 2013)
Marketing Automation
© 2015 SiriusDecisions. All Rights Reserved 31
SiriusPerspective:
Automation Technology AdoptionThere has been a spike in those using or planning to adopt MAP
within the next 24 months suggesting automation is now becoming mainstream.
Q: Do you currently have a marketing automation platform (MAP) in place?
2013 20150%
10%20%30%40%50%60%70%80%90%
100%
77%
25%
21%
52%
23% 23%
MAP Adoption
Yes
No, but plan to implement one within the next 24 months
No plans to implement one
(n=473 in 2015; n=350 in 2013)
© 2015 SiriusDecisions. All Rights Reserved 32
SiriusPerspective:
Automation Technology ApplicationsMarketers are using automation platforms to allow them to better
nurture prospects and tailor communications to buyers’ needs.Q: Which of the following are you using MAP or another automation package to implement?
Progressive formsMulti-channel lead nurture programs
Preference management centersContent reporting
Predictive analyticsPartner acquisition
Lead scoring capabilitiesAutomatic lead conversion
Account scoringEvent management
Personalized content deliveryTask creation
Social media monitoringPersonalized landing pages
Email-only lead nurture programs
0% 10% 20% 30% 40% 50% 60% 70% 80%
45%50%
51%51%52%
55%56%56%57%57%
61%62%
65%65%
78%
Automation In Place Today
(n=107)
© 2015 SiriusDecisions. All Rights Reserved 33
SiriusPerspective:
Automation Technology Adoption PlansMarketers plan to go beyond simple email and nurture automation,
citing plans to use automation for multi-channel nurture and progressive web forms. Q: Which of the following are you using MAP or another automation package to implement?(n=245)
Personalized landing pagesEmail-only lead nurture programs
Social media monitoringPersonalized content delivery
Task creationLead scoring capabilities
Predictive analyticsAccount scoring
Event managementAutomatic lead conversion
Partner acquisitionPreference management centers
Content reportingProgressive forms
Multi-channel lead nurture programs
0% 10% 20% 30% 40% 50% 60%
19%20%
23%28%
32%33%33%33%
35%38%38%39%39%
45%49%
Automation Plans (24 months)
Lead Level
© 2015 SiriusDecisions. All Rights Reserved 35
SiriusPerspective:
Lead Qualification Level There continues to be a mismatch between the lead levels passed to
sales and what could be achieved based on reported demand type.
2015
38.8%
30.4%
14.6%
5.8%
4.9%
5.5%
Q: Which of the following best describes your definition of a marketing qualified lead today?(n=309)
New Concept43.5%
New Paradigm
35.9%
Established Market20.5%
Q: Which of the following reflects the type of demand you are trying to create most frequently?
(n=473)
Teleprospecting
© 2015 SiriusDecisions. All Rights Reserved 37
SiriusPerspective:
Teleprospecting Usage Use of Teleprospecting continues to increase in Europe with the
biggest ramp seen in medium to large organizations.Q: Are you currently using a Teleprospecting function to qualify marketing leads?(n=473 in 2015; n=489 in 2013)
Utilize Teleprospecting Function0%
10%
20%
30%
40%
50%
60%
70%
80%
35%43%
Teleprospecting Usage
2013 2015
Less than 40 million €
40 to 200 million €
201 to 500 million €
501 to 1000 million €
1001 to 5000 million €
More than 5000 million €
0% 10% 20% 30% 40% 50% 60%
22%
44%
43%
53%
52%
61%
23%
37%
45%
35%
36%
56%
Teleprospecting Usage by Revenue Segment
2013 2015
© 2015 SiriusDecisions. All Rights Reserved 38
SiriusPerspective:
Teleprospecting OwnershipMost organizations now align the Tele function under marketing to
ensure close collaboration in the identification and nurture of new prospects.
Tele reports to Marketing Tele reports to Sales0%
10%
20%
30%
40%
50%
60%
70%
80%
55%
43%
67%
33%
Teleprospecting Reporting Structure
2013 2015
Q: What is the reporting structure?(n=202 in 2015; n=170 in 2013)Q: Which of the following reflects the type of demand you are trying to create most frequently?
(n=473)
Q: Are you currently using a Teleprospecting function to qualify marketing leads?(n=473 in 2015; n=489 in 2013)
© 2015 SiriusDecisions. All Rights Reserved 39
SiriusPerspective:
Teleprospecting Activities Tele support for contact discovery and marketing campaign follow-up
remains the most common activities; Lead nurture has seen the biggest increase.(n=203 in 2015; n=154 in 2013)Q: How do the Tele resources allocate their time (%)?
Small net fishing
Lead nurturing
Cold calling
Appointment setting
Marketing campaign
Contact discovery
0% 5% 10% 15% 20% 25% 30%
11%
15%
16%
17%
19%
23%
10%
11%
16%
17%
23%
25%
Teleprospecting Activities
2013 2015
Demand Centers
© 2015 SiriusDecisions. All Rights Reserved 41
SiriusPerspective:
State of Demand CentersEuropean organizations continue to make use of Demand Centers,
globally and in region, to improve efficiency and effectiveness.Q: Does your organization have a centrally (global) or regionally based (Pan-EMEA) shared marketing resources team that supports demand creation efforts in the local country?(n=473)
Global Regional (EMEA) Both Global and Regional No shared marketing services in place
0%
5%
10%
15%
20%
25%
30%
35%
30%26%
29%
15%
32%
27% 26%
16%
Presence of Demand Center
2013 2015
© 2015 SiriusDecisions. All Rights Reserved 42
SiriusPerspective:
Demand Centers Evolution by SegmentAdoption of Demand Centers is more common across all segments,
but the role they play has evolved over time.
2013 No Shared Services
Global Regional
Both Global & Regional
Less than 40 million €40 to 200 million €
201 to 500 million €
501 to 1000 million €1001 to 5000 million €More than 5000 million €
35%
21% 23%
30%9% 27%
13%
25%
34%
3% 27%47%
12%
21%
34%
35%
27%
2% 34%
27%
23%
6%
41%
41%
Q: Does your organization have a centrally (global) or regionally based (Pan-EMEA) shared marketing resources team that supports demand creation efforts in the local country?(n=473)
© 2015 SiriusDecisions. All Rights Reserved 43
SiriusPerspective:
Demand Centers Evolution by SegmentAdoption of Demand Centers is more common across all segments,
but the role they play has evolved over time.Q: Does your organization have a centrally (global) or regionally based (Pan-EMEA) shared marketing resources team that supports demand creation efforts in the local country?(n=473)
2015 No Shared Services
Global Regional
Both Global & Regional
Less than 40 million €
40 to 200 million €
201 to 500 million €
501 to 1000 million €
1001 to 5000 million €
More than 5000 million €
35%
31%
13%
41%36%
21% 30%
11%
30%
39%
10%
26% 29%
33% 15%
36%
16%
20%
14%
10%
32%
22% 37%
20%
35%
© 2015 SiriusDecisions. All Rights Reserved 44
SiriusPerspective:
Primary Responsibility for TacticsAs Demand Centers evolve, greater clarity is emerging around the
roles that each team plays in creating and delivering demand creation tactics.
Global Demand Center
Regional Demand Center
Field Marketing
• Social communities• Trials• Assessments• ROI/TCO calculators• Online survey• Virtual tour• Giveaways• Mobile app• Infographics• Videos
• White papers• Price quote/incentives• ROI/TCO calculators• Resource center/learning
center• Videos• Online survey• Assessments• Infographics• Newsletter• E-books
• Newsletter• Giveaways• Demos• Resource
center/learning center• Virtual tour• Infographics• Price quote/incentives• Videos• E-books• Assessments
Q: Who is primarily responsible for the following demand creation tactic offers and tact delivery channels?
(n=473)
© 2015 SiriusDecisions. All Rights Reserved 45
SiriusPerspective:
Primary Responsibility for TacticsAs Demand Centers evolve, greater clarity is emerging around the
roles that each team plays in creating and delivering demand creation tactics.Q: Who is primarily responsible for the following demand creation tactic offers and tact delivery channels?
(n=473)
Global Demand Center
Regional Demand Center
Field Marketing
• Search engine advertising
• Association marketing• Sales enablement• SEO• Email• Live tradeshow• Virtual tradeshows• Social sites advertising• Microsites• Contact acquisition• Display advertising• Video
• Contact acquisition• Direct mail• Live tradeshow• Microsites• Live seminar/roadshow• Mobile text• Retargeting• Virtual tradeshows• Social sites advertising• Webcasts/webinars• Display advertising• Sales Enablement
• Forums/user groups/user conference
• Content syndication• Video• Email• Offline advertising• Direct mail• Online chat• Display advertising• Social site advertising• Live seminar/roadshow• Mobile in-app advertising• Teleprospecting
© 2015 SiriusDecisions. All Rights Reserved 46
SiriusPerspective:
Localizing CampaignsGlobal and Regional demand centers are increasingly investing time
and money to adapt campaigns to meet local needs.(n=406 in 2015; n=350 in 2013)
Global demand centre (shared resources at
global level)
Regional demand centre (shared resources at a
regional level)
Field marketing (e.g. country marketer)
External agency or other0%5%
10%15%20%25%30%35%40%45%
24% 24%
41%
11%
41%38%
14%
8%
Localization Responsibility
2013 2015
Q: Which group is primarily responsible for adaptation of centrally created campaigns for the local market?
© 2015 SiriusDecisions. All Rights Reserved 47
Action Items
•Marketing• Understand your buyers and their information needs at each
stage of the buying process• Evolve your marketing mix to adapt to your
customers’/buyers’ changing buying behaviors• Measure marketing spend by demand creation tactic and
track associated response rates• Determine marketing’s contribution using the SiriusDecisions
Demand Waterfall• Sales• Align with marketing on lead level definitions and demand
type per segment• Agree on focus of teleprospecting team and document
service level agreements
© 2015 SiriusDecisions. All Rights Reserved 48
Recommended Research• The Pulse: European Demand Creation Budgets and Tactics• Demand Creation in Europe: Current State and Best Practices• Email Marketing in Europe: Best Practices for Compliance and Effectiveness• Event Strategy: Decision Drivers for Single-City or Multi-City European
Customer Events• Lead Development Effectiveness: Eight Key Factors• Localization: A Strategy for B-to-B Marketers• Content Localization: Key Considerations• The Evolving Role of the Demand Center• The SiriusDecisions Lead Spectrum, Expanded• Assessing Demand Type the Sirius Way• Marketing Automation: Field Marketing Activation
Thank You
© 2015 SiriusDecisions. All Rights Reserved 50