John Neeson

Trustee at Ithaca College

John Neeson is a leading authority on business-to-business marketing and analytics, having held leadership roles at top organizations in management, sales, marketing, and brand strategy before co-founding global B2B research and advisory firm SiriusDecisions in 2001. The company helped to define many business marketing best practices and concepts, including lead scoring and marketing operations, and developed the “Demand Waterfall” model that is widely used by B2B companies to measure and describe their lead-to-revenue funnel.

President of IC’s Class of 1984 and crew team commodore during his time at the college, Neeson in 2019 established an endowment designed to equip students with the latest skills with which distinguish themselves among competitors. The endowment realized the creation of the innovative Neeson Business Analytics Lab and the Neeson Digital Marketing and Analytics Lab, and supports the John Neeson ’84 Endowed Software and Database Fund to manage software updates and future upgrades to the Neeson Business Analytics Lab.


  • Trustee

    Current role