Unraveling the New
Demand Unit Waterfall

Most marketers are familiar with the SiriusDecisions Demand Unit Waterfall, and the impact it has had on the way companies track and manage leads. Recently, the company unveiled a new version of this iconic model which takes a more account-centric view of the world.

On July 25, Alisa Groocock, Research Director at SiriusDecisions, Terry Flaherty, Senior Research Director at SiriusDecisions, and Peter Isaacson, CMO at Demandbase, will discuss the changes in B2B marketing that led to the new Demand Unit Waterfall, and why it’s such a good fit for Account-Based Marketing (ABM).

In this webinar, we’ll cover:

• The major changes introduced in the new waterfall
• Examples of clients who are starting to operationalize the Demand Unit Waterfall today
• How the waterfall supports Account-Based Marketing
• The top issues that ABM practitioners will face and what they can do to enable a smooth transition