SiriusDecisions review
Delivering actionable intelligence, transformative frameworks and expert guidance to modernize and elevate B2B sales, marketing and product performance.
SiriusDecisions, now part of Forrester, is a global B2B research and advisory firm that provides data-driven frameworks, benchmarks and consulting to improve sales, marketing and product performance for business-to-business organizations.
Independently researched by the SalesHive team. Ratings are from public review platforms; this page is not sponsored by or affiliated with SiriusDecisions. Research last updated December 2025.
What is SiriusDecisions?
Founded in 2001 in Wilton, Connecticut by former Gartner executives John Neeson and Rich Eldh, SiriusDecisions grew into a leading global B2B research and advisory firm focused on helping organizations align and optimize their marketing, sales and product functions. Its analysts developed widely adopted best-practice frameworks and models, most notably the Demand Waterfall, which became a de facto standard for describing and measuring the B2B lead-to-revenue funnel. Over nearly two decades SiriusDecisions built a subscription-based research and advisory business complemented by consulting, benchmarking and learning services. Clients accessed industry analysts, best-practice research, benchmark data, peer networks, major events such as the annual SiriusDecisions Summit, and online and on-demand courses designed to help executives modernize and elevate revenue performance. In 2014 the firm received a growth investment from JMI Equity and continued to expand globally, adding offices in London, Toronto, San Francisco, Austin, Waltham and Singapore and launching data products such as the SiriusDecisions Command Center, a client portal that provides real-time access to more than 750 B2B benchmark metrics. In November 2018 Forrester announced a definitive agreement to acquire SiriusDecisions for approximately $245 million in cash; the deal closed in January 2019. Forrester reported that SiriusDecisions had roughly 350 employees globally at the time of acquisition and that the combination would create an integrated strategy-and-operations platform for B2B leaders. Today SiriusDecisions lives on as a branded portfolio of B2B go-to-market frameworks, benchmarks and learning offerings within Forrester, including the SiriusDecisions B2B Marketing Certification program.
SiriusDecisions key features
Teams typically use it for designing and operationalizing B2B go-to-market and growth strategies, improving demand creation, lead management and funnel performance, building and scaling account-based marketing programs, and more.
- Comprehensive B2B research library covering best practices across marketing, sales and product strategy, informed by analyst insights and client case studies.
- Proprietary frameworks such as the SiriusDecisions Demand Waterfall and Demand Unit Waterfall that structure lead-to-revenue and account-based demand management.
- SiriusDecisions Command Center client portal providing real-time access to 750+ B2B benchmark metrics across readiness, activity, output and results.
- Role-based advisory services tailored to CMOs. chief sales officers, marketing operations, sales operations and product management leaders, with prescriptive workstreams for each priority.
- Account-based marketing strategy design and implementation support, including ABM frameworks, benchmarking and State of ABM research.
- Brand and communications programs grounded in benchmark data. research and tools designed specifically for B2B brands.
- Channel marketing and channel sales methodologies for building high-performing partner programs, partner enablement, and channel demand creation with clear ROI metrics.
- Demand creation and lead management best practices. including guidance on scoring, qualification, funnel measurement and optimization using the Demand Waterfall family of models.
- Customer engagement and lifecycle frameworks to improve retention, loyalty and customer experience across post-sale stages.
- Portfolio marketing and product management models that help organizations move from product-centric to solution- and customer-centric go-to-market approaches.
- Extensive benchmarking services and the SiriusIndex database enabling peer comparisons on hundreds of B2B performance metrics.
- Executive-level consulting engagements that align sales. marketing and product operations around shared growth goals and operationalize SiriusDecisions frameworks.
- Learning and certification offerings. including the SiriusDecisions B2B Marketing Certification program and other research-informed training for marketing, sales and product professionals.
What reviewers love, and what to watch
A balanced view of SiriusDecisions, drawn from public reviews and product research.
Pros
- Deep specialization in B2B sales, marketing and product operations, giving clients highly targeted research and advisory support.
- Widely adopted proprietary frameworks such as the Demand Waterfall that provide clear structures for managing demand creation and measurement.
- Extensive benchmarking data and Command Center portal offering access to hundreds of peer-based performance metrics.
- Role-based, prescriptive guidance tailored to CMOs, sales leaders, operations and product management, making the research highly actionable.
- High-touch engagement model with access to experienced analysts, peer networks, major events and continuous learning courses.
Cons
- Best suited to larger or fast-growing B2B organizations; benchmarking and advisory subscriptions can be beyond the cost/value threshold of many smaller SaaS and startup companies.
- Frameworks such as the Demand Unit Waterfall can be complex to operationalize and often require significant data, process and change-management work.
- Engagement model is oriented around annual subscriptions and consulting projects rather than lightweight, on-demand software, which may not fit teams seeking quick self-serve tools.
SiriusDecisions pricing
Published pricing at the time of research. Always confirm current rates with the vendor.
Who SiriusDecisions is for
A strong fit for
SiriusDecisions is best suited for B2B organizations with complex or fast-growing sales and marketing operations that need data-backed frameworks, benchmarks and expert advisory support to align marketing, sales and product and to scale revenue, typically from upper-SMB through large global enterprises.
Probably not for
SiriusDecisions is generally not ideal for very small businesses, primarily B2C brands, or organizations seeking low-cost, self-serve software tools rather than higher-touch research, advisory and consulting engagements.
How SiriusDecisions compares
Within the landscape of B2B research and advisory providers, SiriusDecisions occupies a distinctive niche focused on operationalizing growth strategies across marketing, sales and product. Compared with larger multi-practice firms such as Gartner and IDC, SiriusDecisions has historically been more narrowly focused on B2B go-to-market operations, providing prescriptive models and benchmarks rather than broad IT market coverage. Its Demand Waterfall family of frameworks and extensive benchmarking datasets give clients a level of operational detail that many strategy-focused consultancies do not match. At the same time, the SiriusDecisions offering is higher-touch and typically higher-cost than lighter-weight content subscriptions or point-solution vendors. Organizations evaluating alternatives such as TSIA, Forrester’s broader Decisions portfolio or large consulting firms should weigh the value of SiriusDecisions’ deeply codified B2B operating models and benchmarks against their own capacity to implement change and the level of advisory engagement they require. For companies willing to invest in both the subscription and the internal work needed to operationalize its frameworks, SiriusDecisions can serve as a long-term operating system for B2B revenue engines rather than just a source of ad hoc best-practice content.
Frequently asked about SiriusDecisions
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