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Preparing to Implement the Demand Unit Waterfall for Account Based Marketing

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Research Brief © SiriusDecisions. All Rights Protected and Reserved. 4 of selected existing assets. Communications and content may be customized at the account level, and in some cases at the individual contact level. For example, the BDR from Ace reaches out to the most engaged and senior members of Acme's HR buying group, and has a qualifying conversation with one of these individuals that verifies that Acme has identified a need and is actively seeking information about relevant solutions. Six: Pipeline In the pipeline stage, demand units can be entered into the pipeline on the basis of projected deal size and close date. The ABM leader's role at this stage is to develop, build and execute pipeline acceleration programs with marketing, teleservices and sales teams. These acceleration programs are likely to be intra-pipeline efforts designed to move stalled deals in early or middle stages, or last-mile efforts to push deals across the finish line (see the Core Strategy Report "Pipeline Acceleration"). Additional sales enablement tools – including ROI calculators, references and other content to address specific barriers – may be needed. In our example, Ace's sales team sends invitations to a series of events, coordinated by marketing, to key members of HR demand units, including Acme's buying group. These pipeline acceleration events are well attended and help move HR demand units to the later pipeline stages in weeks rather than months. Seven: Closed The closed stage is reached when the deal is won and revenues are realized. At this stage, the ABM leader should join forces with colleagues from marketing, operations, teleservices and sales to conduct win/loss analysis, determining what worked well and what can be improved for future ABM efforts. The Sirius Decision Most organizations face a great deal of complexity when trying to market and sell their solutions. Typically, multiple buying groups exist for multiple solutions, with each buying group featuring a large and diverse set of individuals. Additionally, many pieces of information are likely to be consumed through myriad delivery vehicles over a period of time. The Demand Unit Waterfall helps ABM leaders make sense of this complexity by associating engagement with a demand unit and revealing which activities with which individuals are moving opportunities forward. The Demand Unit Waterfall tracks the momentum of a deal from early engagement all the way through the signature on a purchase order, and helps identify who is involved early Demand Map Example © SiriusDecisions Inc. All rights reserved. Need 1 Need 2 Need 3 Solution 1 Solution 2 Solution 3 Solution 1 Solution 2 Solution 1 Solution 3 Solution 1 Solution 2 Buying Group 1 Buying Group 2 Buying Group 3 Buying Group 4

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