Diving into the new SiriusDecisions Demand Unit Waterfall

SiriusDecisions | May 30, 2018

SiriusDecisions since around the time when Rich Eldh and John Neeson gave birth to the company. I’ve found their frameworks especially useful in helping focus my teams’ actions and report on the value of our contributions. Perhaps you’ve found the same. For many years, the SiriusDecisions Demand Waterfall has been used as the standard framework for managing demand generation processes. The beauty of the original Demand Waterfall was its clarity and simplicity. Built as a useful guide, it was never meant to become “the law.” Yet over the past few years, many marketers have found themselves ensnared by a rigid, faithful type of application. From helpful leading indicators, we’ve created rigid sets of KPIs that lock us into a way of doing things and shape how we “see” our world. A host of short-sighted KPIs are now constraining our ability to innovate. At worst, they’re locking us into counterproductive behaviors that actually hurt our ROI. I’m talking here about KPIs that drive up volumes even as they drive down quality; about filters that ignore tangible evidence of demand in favor of titles and contacts at accounts that aren’t in the market at all. The newly announced SiriusDecisions Demand Unit Waterfall concept contains major insights that could open the door to a new wave of progress. These observations should help keep many of us from going over the falls in a barrel crafted of our own short-sightedness.

Spotlight

KLM New Economy in a refitted Boeing 777-200. This is a short video about my recent KLM flight from Amsterdam (AMS) to Dubai (DXB), operated by a Boeing 777-200ER with both the new Business- and Economy Class cabins! I was Economy Comfort seat 10K, arguably the best economy seat in that new cabin.


Other News
COMMERCIAL AVIATION

LTAS, a Division of COMSovereign Awarded $8.4 Million Multi-Unit Aerostat Subcontract from U.S. Government Prime Contractor

COMSovereign Holding Corp. | January 24, 2022

COMSovereign Holding Corp. (NASDAQ: COMS and COMSP) ("COMSovereign" or the "Company"), a U.S.-based developer of 4G LTE Advanced and 5G communication systems and solutions today announced that its Lighter Than Air Systems ("LTAS") subsidiary, dba Drone Aviation, has been awarded a multi-unit, $8.4 million subcontract from a U.S. Government prime contractor for its Winch Aerostat Small Platform ("WASP") and related support services. Based on current production scheduling, Drone Aviation anticipates the initial unit fulfillment under this subcontract to start in May 2022. "Today's award for new WASP systems is a major endorsement of our unique, rapidly deployable tethered aerostat technology. It was the technology and operating advantages of our WASP aerostat that resulted in our selection for this award. We are excited to begin working with our new prime contractor partner on this program and to helping this important government customer meet their mission requirements, Our Sky Sovereign business unit enters 2022 with significant growing interest in its tethered aerial platforms for both government and commercial end-users. Although we have seen several contract awards delayed through the course of 2021, this award gives us reason to be optimistic that those delays will ease during 2022 and we are looking forward to achieving several new milestones in the coming months." -Dan Hodges, Chairman and CEO of COMSovereign Holding Corp. The WASP is a highly tactical and mobile aerostat system which can be operated by a crew of two and can provide day/night video, secure multi-frequency and multi-wave form wireless communication range extension capability from an unimproved site or while being towed. U.S. Army soldier-operated and DHS agent-operated WASP systems have accumulated thousands of flight hours across the U.S., Middle East and Africa. Operating at altitudes of up to 1,500 feet AGL, the WASP system can significantly extend Intelligence, Surveillance and Reconnaissance ("ISR") capabilities and secure communications in remote and austere locations. The systems can be rapidly configured to support a variety of mission requirements for days, weeks or months with customized payloads. About COMSovereign Holding Corp. COMSovereign Holding Corp. (Nasdaq: COMS and COMSP) has assembled a portfolio of communications technology companies that enhance connectivity across the entire network. By combining strategic acquisitions with organic research and development efforts, COMSovereign has built a U.S.-based communications solution provider able to deliver end-to-end 4G LTE Advanced and 5G-NR telecom solutions to network operators, enterprises, and governments.

Read More

CABIN MANAGEMENT

Joby partners with CAE for eVTOL aircraft pilot training

CAE | March 10, 2022

CAE announced today that it has partnered with Joby Aviation Inc., a California-based company developing all-electric aircraft for commercial passenger service, to develop and qualify flight simulation training devices that will be used to train the future pilots of Joby's revolutionary all-electric aircraft. Leveraging the core simulation technology Joby has been developing for the past five years, CAE will work with Joby to develop pilot training devices specifically for the company's electric vertical take-off and landing (eVTOL) aircraft. Joby intends to both manufacture and operate its aircraft, requiring the company to train a new generation of pilots. Used to simulate aircraft flight in various environments and conditions, flight simulators are an integral part of readying pilots to fly a new type of aircraft. "CAE has a sterling reputation for delivering excellent simulation and training solutions. We look forward to a world where thousands of Joby pilots are flying our aircraft every day and we couldn't ask for a better partner to help make that a reality." Bonny Simi, Head of Air Operations and People for Joby Joby is currently working with the Federal Aviation Administration (FAA) to secure its Part 135 Air Carrier Certificate, establishing the processes and regulatory approvals necessary for the company to operate commercially, with an expected service launch in 2024. "We are thrilled to partner with Joby to help bring their pioneering vision to life," said Nick Leontidis, CAE's Group President, Civil Aviation Training Solutions. "With more than 75 years of experience in the design, development and manufacture of flight simulators, CAE brings extensive expertise with new aircraft types to support the qualification of Joby's eVTOL fixed base flight training device and full-flight simulator with the FAA." CAE recently announced Project Resilience, a CAD$1 billion investment into aviation technologies of the future. The investment accelerates CAE's role as a leader in end-to-end technology development, operational support and training solution for eVTOL pilots and Advanced Air Mobility. With its low noise profile, Joby's eVTOL aircraft is designed to make fast, emissions-free, and convenient air travel an everyday reality in cities and communities around the world. Joby's fly-by-wire aircraft employs a unified flight control system and uses controls that are similar to fixed-wing aircraft, resulting in a smooth transition for pilots. "We believe many pilots will consider flying for Joby to be a great career opportunity," said Simi. "In addition to flying an environmentally friendly aircraft with a great piloting experience, we'll offer pilots a reliable schedule that allows them to be home every evening, a luxury not available to most professional pilots." About CAE CAE is a high technology company, at the leading edge of digital immersion, providing solutions to make the world a safer place. Backed by a record of more than 70 years of industry firsts, we continue to reimagine the customer experience and revolutionize training and operational support solutions in civil aviation, defence and security, and healthcare. We are the partner of choice to customers worldwide who operate in complex, high-stakes and largely regulated environments, where successful outcomes are critical. As testament to our customers' ongoing needs for our solutions, over 60 percent of CAE's revenue is recurring in nature. We have the broadest global presence in our industry, with more than 11,000 employees, 160 sites, and training locations in over 35 countries. About Joby Aviation Joby Aviation, Inc. is a California-based transportation company developing an all-electric vertical take-off and landing aircraft which it intends to operate as part of a fast, quiet, and convenient air taxi service beginning in 2024. The aircraft, which has a maximum range of 150 miles on a single charge, can transport a pilot and four passengers at speeds of up to 200 mph. It is designed to help reduce urban congestion and accelerate the shift to sustainable modes of transit. Founded in 2009, Joby employs around 1,000 people, with offices in Santa Cruz, San Carlos, and Marina, California, as well as Washington, D.C. and Munich, Germany.

Read More

BUSINESS AVIATION

New duty-free retail outlet approved for Ontario International Airport

Ontario International Airport Authority (OIAA) | January 14, 2022

The Ontario International Airport Authority (OIAA) Board of Commissioners approved a 10-year concession agreement for the operation of a new duty-free retail outlet at Ontario International Airport (ONT). The Board's action cleared the way for 3Sixty Duty Free and More Inc. (3Sixty), a leader in global travel retail operations headquartered in Miami, to open the new retail outlet in Terminal 2 in July 2022. 3Sixty operates duty free/duty paid retail outlets at major U.S. airports in Dallas-Fort Worth, Newark and Orlando, among others. It is the world's largest inflight duty-free concessionaire, having partnerships with flagship carriers such as Singapore Airlines, the No. 1 ranked international carrier in 2020, according to Travel + Leisure magazine, Virgin Atlantic and Air Canada. The company, established in 1987, conducts business on five continents through a worldwide network of packing and fulfilment stations and retail stores. "The Board of Commissioners is pleased to award this concession agreement to 3Sixty, with its extensive network of partners and diverse suppliers and the capabilities needed to provide the high-profile brands and customer experiences that Ontario travelers demand, This new concession agreement is further recognition of ONT's emergence as a global gateway, providing a world-class experience for our loyal customers." -Alan D. Wapner, President of the OIAA Board. In recent years, ONT has emerged as one of the industry's great success stories and has been ranked by Global Traveler as America's fastest-growing U.S. airport four years running. With its expanding lineup of flights and destinations and passenger volumes near pre-pandemic levels, Ontario has experienced one of the fastest COVID-19 recovery rates among airports across the U.S. Along with that, ONT has added several new concessions in the past 12 months, including Dunkin Donuts, Chick-Fil-A and Subway – the latter of which will open in 2022. The addition of a core duty free concession further enhances ONT's position as a major aviation gateway and is now only the second Southern California international airport that will operate a duty-free concession. "This is a major step forward in the expansion of our retail options at ONT, We are delighted to welcome 360 Duty Free to be part of the ONT family, and we look forward to a long and mutually beneficial partnership as we continue to grow and develop our business and passenger numbers. As our international traffic and destinations continues to grow, the addition of a world-class duty-free outlet will enhance the width and breadth of our retail offerings and add significant value to our customer experience." -Atif Elkadi, OIAA Deputy Chief Executive Officer. The retail space located in Terminal 2 is 3Sixty's first airport retail operation on the U.S. West Coast. With a vast assortment of luxury brands, it will deliver a state-of-the-art duty-free experience to international passengers from Taipei, Central America, Mexico and beyond. Under terms of the concession agreement, 3Sixty is responsible for all capital investment needed to prepare its retail space and pay a concession fee to the OIAA. About Ontario International Airport Ontario International Airport (ONT) is the fastest growing airport in the United States, according to Global Traveler, a leading publication for frequent fliers. Located in the Inland Empire, ONT is approximately 35 miles east of downtown Los Angeles in the center of Southern California. It is a full-service airport which, before the coronavirus pandemic, offered nonstop commercial jet service to 26 major airports in the U.S., Mexico, Central America and Taiwan. About the Ontario International Airport Authority (OIAA) The OIAA was formed in August 2012 by a Joint Powers Agreement between the City of Ontario and the County of San Bernardino to provide overall direction for the management, operations, development and marketing of ONT for the benefit of the Southern California economy and the residents of the airport's four-county catchment area. OIAA Commissioners are Ontario Mayor Pro Tem Alan D. Wapner (President), Retired Riverside Mayor Ronald O. Loveridge (Vice President), Ontario City Council Member Jim W. Bowman (Secretary), San Bernardino County Supervisor Curt Hagman (Commissioner) and retired business executive Julia Gouw (Commissioner). About 3Sixty Duty Free & More Founded by Chairman and CEO Bernard "Benny" Klepach in 1987, 3Sixty (previously the DFASS Group) has spent more than 31 years delivering on our global reputation as the world's largest in-flight Duty Free specialty retailer, and more recently one of the fastest growing airport Duty Free and specialty retailers. Today 3Sixty (previously the DFASS Group) employs over 600 full-time employees, operating on five continents through a worldwide network of 120 packing and fulfillment stations and retail stores. Services include on board duty free shopping, buy on board (BOB) services, on boarding pouring, airport duty free & specialty retailing and Shop on the GO online retailing.

Read More

BUSINESS AVIATION

Amid the Sudden COVID-19 Surge, National Airlines Airlifts Testing Kits to Various U.S. States

National Airlines | January 13, 2022

Responding to the sudden surge in COVID-19 cases in the U.S., National Airlines is airlifting testing kits to different states in the country. During this month-long mission, in a series of N8 B747-400F flights, around 4,000,000 testing kits will be delivered to the respective state authorities for distribution across hospitals and COVID-19 testing centers. Flights originating from Chinese regions like Shanghai (PVG), Zhengzhou (CGO), Wuhan (WUH), and Tianjin (TSN) are headed to New York (JFK), Los Angeles (LAX), Texas (IAH), and Chicago (ORD) with the testing kits. Later this month, National Airlines is also shipping COVID-19 testing kits to Canada and the U.K. from South Korea and China. Lately, new variants of the COVID-19 virus are triggering a sudden spike in cases and there is an immediate requirement for multiple batches of testing kits, as early detection is vital to controlling the virus spread especially among children and those going back to work. "This is yet another mission by our teams to support governments in mitigating the recurring COVID-19 spread. Our aircraft, crew, and teams will continue to ensure the timely delivery of emergency medical supplies and equipment to support the various nations fight against COVID-19." - Mr. Christopher J. Alf, Chairman, National Airlines. Since the start of the COVID-19 pandemic, National Airlines, with its B747-400 Freighter fleet of six aircraft, has been at the forefront partnering with International Governments and Aid Agencies, coordinating missions, and delivering immediate medical supplies such as protective masks, PPE kits, oxygen cylinders, COVID-19 vaccines, and other equipment to crisis-hit regions. About National: National Airlines is a U.S. FAA-certificated Part 121 air carrier, with a fleet of six B747-400F's, A330-200, and B757-200 which provides global cargo and passenger solutions. National Air Cargo offers international freight forwarding, sea-to-air multi-modal transportation and logistics solutions worldwide. Established in 1990, the global reach of National is maintained via global operations centers and strategically located offices in the U.S., Middle East, Germany, Spain, Netherlands, Malaysia, and Hong Kong.

Read More

Spotlight

KLM New Economy in a refitted Boeing 777-200. This is a short video about my recent KLM flight from Amsterdam (AMS) to Dubai (DXB), operated by a Boeing 777-200ER with both the new Business- and Economy Class cabins! I was Economy Comfort seat 10K, arguably the best economy seat in that new cabin.

Resources