Vicki Brown

Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.

Realize your maximum revenue operations potential and define your revenue operations strategy by starting with a maturity assessment of your revenue operations capabilities.

When you’re tracking B2B opportunities, some will inevitably take a detour. Learn how to manage those opportunities to successfully reengage these potential deals.

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, […]

It was never about leads; it has always been about the group of individuals — the buying group — that makes the purchasing decision. As marketers, we’re taught to not bury the lead. We’re taught to start any piece with the main point. And it is ironic, because as it relates to demand generation, B2B […]

• 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