It's <No Longer> Greek to Me!
A New Approach to Optimizing the Account-based Marketing and Sales Revenue Engine
The SiriusDecisions Demand Unit Waterfall is a model designed to help b-to-b organizations better understand and track the account and contact activity within their current and prospective accounts. The Demand Unit Waterfall is particularly relevant to account-based marketing (ABM) as it provides a methodology for understanding the activities of individuals within specific buying groups, rather than simply focusing on multiple, disparate leads from these high-value accounts. However, many organizations struggle to articulate the contributions of sales and marketing in this new account-based ecosystem.
This webinar will provide the following benefits for sales and marketing:
● Understand the key requirements for adopting the Demand Unit Waterfall to support various account-based approaches (large-account marketing, named-account marketing, industry ABM)
● See how sales and marketing goals, responsibilities and metrics vary by deployment model within the Demand Unit Waterfall
● See examples of how other organizations have leveraged the Demand Unit Waterfall to support ABM processes.
Cristina De Martini
Marketing Operations Strategies
Senior Research Director,