Summary
The Demand Unit Waterfall, a recently updated industry-standard framework for tracking demand creation and performance, is well suited for account-based marketing (ABM). ABM leaders should consider mapping their ABM journey to the Demand Unit Waterfall, because various activities that are required in ABM tie directly into waterfall processes. By highlighting ABM activities for orchestration in the context of the Demand Unit Waterfall, ABM leaders can tap into the demand management expertise of marketing, sales, teleservices and operations.
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