Summit US Sessions DM_Modeling Demand in a Demand Unit World

Modeling Demand in a Demand Unit World

Tuesday May 7, 2019 | 2:35 PM - 3:15 PM

Speaker(s):  Terry Flaherty, Ross Graber

Demand units and the Demand Unit Waterfall™ have changed the way b-to-b marketers approach demand creation and measurement. Instead of centering marketing’s efforts on the acquisition of an initial, single lead, marketers understand their role in the progression of multiple individuals within a buying group – each critical to a successful deal. Now is the time for b-to-b marketers revisit how they plan for and model their role in achieving the business’s revenue target.

For marketing:

•See the new model for aligning sales and marketing planning for optimizing revenue which fully reflects engagement of buying group members

•Learn to calculate the quantity of demand units required at each stage of the process to meet these shared revenue goals

•Model the number of interactions across buying group members needed to activate, validate and accelerate demand units through the demand management process