Summit US Sessions MOS_Next Generation Demand Waterfall Diagnostics

Next-Generation Demand Waterfall® Diagnostics: Understanding the Impact of All Marketing Functions on Revenue

Tuesday May 5, 2020 | 2:35 PM - 3:15 PM

Speaker(s):  Terry Flaherty, Kerry Cunningham

Track(s): Marketing Operations

The SiriusDecisions Demand Waterfall® provides a system of truth for an organization that aligns all marketing, teleservices, sales and product actions with demand and revenue. Every action that these groups take (or don’t take) has an impact on the organization’s ability to produce revenue. The next generation of Demand Waterfall diagnostics expands the view of how to optimize this process beyond the classic demand functions and considers the impact of additional marketing and sales efforts on the ability to optimize demand. Updated hypothesis maps provide insight into all marketing and sales functions, ranging from demand to brand and customer experience, providing a complete view of their relationship to revenue. 

This session will provide the following benefits:

  • Understand how the Demand Waterfall and its diagnostics methodology connect the performance of the entire marketing, sales and product organization to revenue
  • Gain insight to identify core reasons why demand generation is not performing as expected based on hypotheses that span the entire organization
  • Learn how to identify and resolve demand issues to drive process and revenue improvement

May 3-6, 2020 | Austin, TX

 
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