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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IMPLANET a medical technology company specializing in vertebral implants, announces the signing of an agreement with SMTP Technology Co., a high-tech medical device company specialized in the manufacturing and marketing of ultrasonic medical equipment, for the exclusive distribution of its latest generation ultrasonic surgical scalpel in France. Adam Li, GMA & International Business Manager at SMTP Technology Co., stated: “We are delighted with the signing of this contract tying us to IMPLANET, which will henceforth ensure the distribution of our latest generation ultrasonic surgical scalpel. This innovative solution will increase surgical efficiency while ensuring greater patient safety. Thanks to this collaboration with IMPLANET, a company recognized for its expertise in the field of spine surgery and its foothold in French medical centers, we are strengthening the credibility of our solutions for their international deployment”. “This latest contract, which comes close on the heels of the commercial and technological partnership signed with Sanyou Medical, further emphasizes the pertinence of our repositioning on the spine market. The surgical scalpel developed by SMTP, through its innovation and ease of use, should meet the needs of surgeons and patients alike. IMPLANET is proud to be able to work with one of the only players in the world capable of developing this type of product based on ultrasound”. Ludovic Lastennet, IMPLANET’s Chief Executive Officer The ultrasonic surgical scalpel developed by SMTP Technology Co. can support both open surgery, minimally invasive surgery and endoscopic intervertebral spine surgery. This product, which has been granted marketing clearance in China, the European Union and the United States, stands out through its innovative design, guaranteeing enhanced surgical safety. Thanks to the smaller amplitude of its cutting tip, the scalpel cuts bone tissue by the acceleration of hundreds of thousands of mechanical vibrations per second while sparing soft tissue. The agreement signed today between IMPLANET and SMTP Technology Co. follows the signing of the distribution contract and technological partnership with Sanyou Medical, of which SMTP Technology Co. is a subsidiary. This new agreement gives IMPLANET exclusive rights to distribute the scalpel on the French market. SMTP Technology Co., founded in 2010, is a high-tech medical device company focusing on the innovative research and development, manufacturing and marketing of ultrasonic surgical equipment. The ultrasonic osteotomy surgical system manufactured by SMTP Technology, which supports both open surgery and minimally invasive surgery under the channel and intervertebral endoscope, has been granted marketing approval in China, the European Union and the United States. Based in the Zhangjiagang free trade zone in Jiangsu province, SMTP is a subsidiary of the Sanyou group with 100 employees and revenue of 14 million euro. About IMPLANET Founded in 2007, IMPLANET is a medical technology company that manufactures high-quality implants for orthopedic surgery. Its activity revolves around a comprehensive innovative solution for improving the treatment of spinal pathologies complemented by the product range offered by Orthopaedic & Spine Development (OSD), acquired in May 2022. Implanet’s tried-and-tested orthopedic platform is based on the traceability of its products. Protected by four families of international patents, JAZZ® has obtained 510(k) regulatory clearance from the Food and Drug Administration in the United States, the CE mark in Europe and ANVISA approval in Brazil. IMPLANET employs 39 staff and recorded a consolidated revenue of €6.1 million in 2021. Based near Bordeaux in France, IMPLANET opened a US subsidiary in Boston in 2013. IMPLANET is listed on the Euronext Growth market in Paris.

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Royal Philips a global leader in health technology announced its portfolio of smart diagnostic systems and transformative workflow solutions featured at the Radiological Society of North America annual meeting. Powered by AI, the company will showcase its latest systems and informatics solutions designed for providers to efficiently deliver patient-centric, high-quality imaging services. Overwhelming volume of radiology data compounding staff shortages and burnout Radiology plays a critical role in diagnosing and guiding patients into the right treatment plans. However, with increasing staff shortages and workloads, radiologists and staff continue to struggle to manage and interpret the huge volume of data captured to provide quality care for each patient. In the recent Future Health Index 2022 report commissioned by Philips, 24% of radiology leaders surveyed stated that managing the sheer volume of data available to them is their top data-related issue, with nearly two-thirds (65%) indicating their staff are overwhelmed by data overload. “With 47% of radiologists experiencing burnout [1], our customers are looking for innovations to help reduce their workloads and seamlessly integrate into their day-to-day operations. With smart intelligence built into imaging systems and informatics across the radiology workflow, Philips’ integrated solutions condense large volumes of data into patient-centric actionable insights for earlier and more definitive diagnosis and treatment.” Kees Wesdorp, Chief Business Leader of Precision Diagnosis at Philips AI-powered solutions enhance operational efficiencies and simplify complex workflows Some of the biggest challenges facing radiology leaders today are driven by managing complex, disconnected workflows which can negatively impact patient care, staff experience, outcomes, and cost. Visitors to the Philips booth at RSNA will see how the company’s latest interoperable and vendor-neutral operational solutions and strong portfolio of smart connected imaging systems help streamline and transform the radiology workflow to improve patient and staff experience; advance clinical and diagnostic confidence for better health outcomes; and drive a sustainable, resilient diagnostic infrastructure to help lower the cost of care. Featured at RSNA will be Philips’ AI-enabled technology [2] that automates and accelerates routine and repetitive tasks to generate patient-centric insights from large volumes of data to help improve productivity. Solutions include Philips Imaging Orchestrator – ROCC and Philips Ultrasound Collaboration Live, both pioneering the virtualization of radiology, extending care and collaboration beyond traditional models. Philips Imaging Orchestrator – ROCC, a vendor-neutral, multi-modality, multi-site telepresence solution provides advanced tele-acquisition capabilities and seamlessly connects imaging experts at a command center with technologists at scanning locations across an organization. Philips Ultrasound Collaboration Live tele-ultrasound, available on Philips ultrasound systems – EPIQ Elite and Affiniti – allows teams to securely video stream from their ultrasound system to a PC or mobile device for remote, on-demand access to clinical expertise regardless of location. Philips will also introduce the latest in AI-enabled image interpretation to help prioritize patient worklists based on clinical outcomes and expand diagnostic capabilities with its new Philips Advanced Visualization Workspace, with enhanced features to automate reporting and help drive earlier and more definitive diagnosis. Also featured is Philips Enterprise Performance Analytics – PerformanceBridge – to enhance operational decision-making through a vendor-neutral, real-time data analysis solution to help improve productivity and reduce costs. Smart connected imaging systems advance clinical and diagnostic confidence New at RSNA, Philips’ AI-powered MR SmartSpeed is designed to increase speed, image quality, and productivity and drive diagnostic confidence with improved image resolution via the AI reconstruction algorithm. It utilizes Philips’ state-of-the-art speed engine and an award-winning [3] AI reconstruction technology delivered at the source of the MR signal to ensure no data loss. SmartSpeed joins the company’s expanding portfolio of AI-driven MR solutions which includes AI-based touchless patient sensing, SmartExam, and MR Workspace. Philips will also showcase MR 5300, Philips’ newest BlueSeal Magnet, and industry-first wide bore helium-free operations system design for sustainable imaging at lower site costs without image quality or clinical compromises. Philips will spotlight its award-winning Spectral CT 7500, the company’s latest dual-detector CT system helping radiologists better characterize disease and reduce scan times at the same dose levels as conventional scans. Used in oncology imaging, cardiac imaging, and interventional radiology, the system has demonstrated a 34% reduction in time to diagnosis, a 25% reduction in repeat scans and a 30% reduction in follow-up scans [4]. Philips will also demonstrate its latest innovations in minimally-invasive care with the company’s SmartCT 3D suite of interventional tools including its Azurion 7 C20 with FlexArm Image-Guided Therapy System and Zenition 70 Mobile C-arm with Flat Detector. Philips will also introduce the Ultrasound Compact 5000 Series system and the Philips Lumify Handheld Ultrasound, now featuring pulse wave Doppler for all physicians – from cardiologists and radiologists to emergency care – to quickly assess hemodynamics in cardiac function anytime, anywhere. Also making its first appearance at RSNA is Philips Fluoroscopy 7000 N – ProxiDiagnost N90, combining digital radiography and high-end nearby fluoroscopy to help enhance clinical confidence and improve patient and staff satisfaction. About Royal Philips Royal Philips is a leading health technology company focused on improving people's health and well-being, and enabling better outcomes across the health continuum – from healthy living and prevention, to diagnosis, treatment and home care. Philips leverages advanced technology and deep clinical and consumer insights to deliver integrated solutions. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, image-guided therapy, patient monitoring and health informatics, as well as in consumer health and home care. Philips generated 2021 sales of EUR 17.2 billion and employs approximately 79,000 employees with sales and services in more than 100 countries.

Read More

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Tebra CTO Kyle Ryan Named to the Healthcare Technology Report’s List of Top Healthcare Technology CTOs of 2022

Tebra | November 22, 2022

Tebra, a leader in practice growth technology and cloud-based clinical and financial software, announced that its Chief Technology Officer Kyle Ryan was named in the Healthcare Technology Report’s list of Top 25 Healthcare Technology CTOs of 2022. The annual list recognizes the most accomplished executives in healthcare technology who are leading teams in delivering cutting edge products that boost operations and improve efficiency for their customers. The CTOs on this year’s list have a wide range of impressive backgrounds, but each is the driving force behind their company’s technology innovations, ensuring software functionality and effectiveness. Read the full report here. “Kyle has been an integral part of the executive leadership team at Tebra and has built a strong partnership between product management and the technology team within the organization. He has vast knowledge about healthcare IT and how it applies to solving business problems and is keenly customer focused and is always taking time to understand customer needs at a deeper level. Kyle’s an outstanding ambassador for the company and prides himself on developing a healthy and high-performance culture.” Dan Rodrigues, CEO of Tebra Kyle is responsible for all areas of technology with a focus on the vision and strategy for Tebra’s suite of products and services. He believes that great products are created through a keen customer focus, groundbreaking ideas, precise engineering, and efficient execution. “I am honored to be included in this list of prestigious technology leaders,” Kyle said. “This recognition also highlights the technology team’s passion for improving healthcare and the company’s mission of providing independent practices with digital tools and support to thrive in a new era of healthcare.” About Tebra In 2021, with a combined mission to unlock better healthcare, Kareo and PatientPop joined forces to form Tebra — the operating system for the connected practice of the future. With an all-in-one, purpose-built platform to drive practice success and modernize every step of the patient journey, Tebra provides digital tools and support to attract new patients, deliver modern care, get paid quickly, and operate efficiently.

Read More