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Terry Flaherty of SiriusDecisions helps to give the definition of a lead

November is Lead Generation month here on Tech Demand Weekly! and we are excited to have SiriusDecisions on board as a sponsor for the month.

One of the biggest challenges for the B2B marketer is that there isn’t one sole, universal definition of a “lead”.  So in this episode we are starting right from the beginning of the process and asking what is the definition of a lead?

Joining Charles on the podcast is Terry Flaherty, who is a Senior Research Director at Sirius Decisions.

SiriusDecisions is a research and advisory firm that delivers the actionable intelligence, transformative frameworks and expert guidance that equip executives to modernize and elevate sales, marketing and product performance.

Fast growing companies rely on SiriusDecisions research and insights to improve their decision-making ability and help them implement and change processes faster to drive growth. Based on a recent study, SiriusDecisions clients are proven to grow 12-15 times faster than their peers and have a 34% higher profitability rate.

SiriusDecisions’ mission is to help their clients achieve cross-functional alignment and improved performance through access to cutting-edge research and collaborative, step-by-step counsel. Check out their latest research and insights at



Inside this week’s episode:

1:32 Terry’s opinion on what is the traditional definition of a lead.

2:53 The pro’s & con’s of this definition.

14:13 In SiriusDecisions’ lead spectrum, where does the model break?

22:39 How can selling organisations best align with the characteristics of the buying group?

29:43 Terry gives an overview on SiriusDecisions’ latest work around buying groups and why it is important today.

33:42 Terry talks through some of the major changes that have ramifications on how we think about leads today.

41:15 Is traditional lead scoring still relevant?

46:11 Terry’s three key takeaways from this episode.