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Preparing to Implement the Demand Unit Waterfall for Account Based Marketing

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© SiriusDecisions. All Rights Protected and Reserved. 1 Research Brief The Rosetta Stone, a stone slab carved in 196 B.C., bears parallel inscriptions in Greek and two Egyptian scripts: hieroglyphics and Demotic. Because all three scripts were used in Hellenistic Egyptian society – Greek was the language of the rulers, hieroglyphs were used for important or religious documents, and Demotic was the common script of Egypt – the Rosetta Stone's decree was written in three versions so that Egyptian priests, government officials and rulers could understand it. Two thousand years later, the discovery of the Rosetta Stone enabled scholars to decipher ancient Egyptian hieroglyphs. SiriusDecisions' new Demand Unit Waterfall aligns sales and marketing by requiring them to look at demand stages together and collaborate to engage and convert target accounts (see the Core Strategy Report "The Demand Unit Waterfall ® "). The Demand Unit Waterfall is especially well suited for account-based marketing (ABM) because it tracks multiple interested contacts within an account or buying center (vs. disconnected individual leads), and those interested contacts can be readily consolidated and associated with an opportunity. To realize these benefits, ABM leaders must collaborate with key players across marketing, sales, teleservices and operations to identify and leverage the parallels between ABM activities and Demand Unit Waterfall stages. In this brief, we define the activities that an ABM leader must orchestrate for each of the seven Demand Unit Waterfall stages and the functions that may play a role in those activities. One: Target Demand The target demand stage involves calculating the number of target demand units that exist for an organization's solutions in the defined markets. In an ABM scenario, the ABM program leader typically drives the process of identifying an ideal account profile and ring-fencing the most important accounts – those that represent the biggest bets for the organization's future growth. This entails developing account selection criteria (see the brief "Account-Based Marketing: Know Your Audience" and the Core Strategy Report "Named Account and Industry Account Prioritization") and selecting accounts with input from sales. For an ABM program with dozens, hundreds or even thousands of accounts, a sales operations or data science team may be tapped for expertise in applying account selection criteria to the organization's database, methodically generating and ranking a target list of ABM accounts. The team may use predictive intelligence technologies to analyze recent wins and identify buying patterns, which can play a role in prioritizing target demand (see the brief "Leveraging Predictive Technologies for Account-Based Marketing"). Preparing to Implement the Demand Unit Waterfall ® for Account-Based Marketing The Demand Unit Waterfall, a recently updated industry-standard framework for tracking demand creation and performance, is well suited for account-based marketing (ABM) ABM leaders should consider mapping their ABM journey to the Demand Unit Waterfall, because various activities that are required in ABM tie directly into waterfall processes By highlighting ABM activities for orchestration in the context of the Demand Unit Waterfall, ABM leaders can tap into the demand management expertise of marketing, sales, teleservices and operations

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