Vicki Brown

Traditional acquisition and nurture programs have ignored the reality of how buyers work together. Buyers work as a group to make a unified decision. As organizations embrace the reality of buying groups, demand programs must change from focusing on individuals to opportunities. The new B2B Revenue Waterfall needs demand programs to get new opportunities into […]

Demand marketers need a scalable and repeatable process to support buying group needs while in a demand program. Demand programs have program objectives with corresponding program plays to get and move opportunities with connected buying group members through the B2B Revenue Waterfall. Demand program plays are different types of programs to support demand program objectives of activate, […]

• B2B purchasing decisions have always been made by a committee, team, or buying group
• Burying the lead means that B2B marketers must change and no longer focus on individuals
• B2B marketers should embrace opportunities with buying groups, thus creating stronger alignment with sales and improved revenue engine productivity

• The Salesforce winter 2020 release incorporates updates that allow users to set up the SiriusDecisions Demand Unit Waterfall with standard functionality
• Users can systemize and connect contacts with buying groups within Salesforce using the new features of the opportunity contact role object
• Allowing marketing, teleservices and sales to attach additional contacts to an opportunity and complete the buying group enables teams to deliver better-informed responses to buying group members

• The SiriusDecisions Demand Unit Waterfall offers a new and improved way of operating demand management processes
• Organizations must understand which areas must be reviewed before setting up their Demand Unit Waterfall
• Consider buying roles, reports, service-level agreements and other important elements before debuting new demand processes