SiriusDecisions’ Next-Generation Demand Waterfall® – Just Heard About It, Now What

Lunch and Learn with 6sense

Wednesday, May 17
12:30 p.m. - 1:40 p.m.
Titian 2301

In this session for sales and marketing, join us for lunch as we discuss steps you should consider to implement the new B2B Next Generation Demand Waterfall that Kerry Cunningham and Terry Flaherty covered in this year’s SiriusDecisions Summit keynote. Learn about:

  • How to identify Total Addressable Market

  • How to find Total Addressable Market Now (TAM NOW) 

  • How to execute on a TAM NOW, account-centric approach to demand creation; full funnel activation from brand to demand to closed-won

  • How to measure the success of your TAM NOW full-funnel activation strategy 

  • How to use this approach to build trust, efficiency, and improved metrics across sales and marketing

We will cover these topics while referencing examples of organizations who are aligning their demand centers and sales teams to this approach such as Cisco, Netsuite, PGi, Arkadin, Panasas, Lenovo, Dell, Box, Qlik and others who have implemented the Next-Generation Demand Waterfall and witnessed success across the entire funnel, including increased pipeline, optimized spend, higher win rates, larger average deal sizes and improved campaign efficiency. Examples include:

  • PGi: witnessed a 58% faster time to close, lift in win rates and 4x the average deal size

  • Dell: saw a 3x lift on MQL to SQL conversion, a 2x-6x lift in opportunity size, 50% higher deal sizes, and a 12x return in media spend

  • Cisco: achieved a 3x higher MQL to SQL conversion rate than any other campaign ever run, 5x higher average opportunity size and 13x more pipeline that three other intent vendors combined

  • Panasas: experienced 4x lift in account-based marketing media conversions


Amanda Kahlow, Founder & CEO, 6sense
Amanda is passionate about bringing the power of predictive marketing and sales intelligence to B2B enterprise and mid-market companies. Amanda makes 6sense customers’ needs a priority, applying her proven aptitude for relationship building and sales. Prior to 6sense, Amanda spent 14 years as the CEO and founder of CI Insights, a big-data services company that used multichannel analytics to help enterprise companies generate hundreds of millions in net-new business.

The ultimate optimist, Amanda is focused on giving back to the community. An advisor to the organization, Girl Rising, Amanda is committed to their mission to educate girls in developing countries as a way to build thriving, prosperous, healthy communities and effect positive social change. Get to know more about Amanda on her blog:

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