Summit US Sessions EGS_Demand Unit Waterfall for Emerging Companies

Demand Unit Waterfall for Emerging Companies

Wednesday May 8, 2019 | 2:35 PM - 3:15 PM

Speaker(s):  Matt Papertsian, Vicki Brown

Focus: Adopt, Operationalize

Priorities: Growth Readiness and Strategic Planning; Performance Measurement

When it comes to tracking and measuring demand, marketing and sales have always spoken in disparate terms, with sales focusing on opportunities and marketing measuring leads. To improve the alignment between these functions, there needs to be a common understanding of how multiple leads from marketing are associated with specific sales opportunities. The Demand Unit Waterfall™ resolves this issue by providing a common definition of demand management, identification of buying groups, and measurement of potential revenue.

For sales and marketing:

  • Determine when the Demand Unit Waterfall is a fit for their emerging company
  • A process to start the Demand Unit Waterfall with limited time and resources
  • The ability to track the progression of multiple buyers from demand to revenue