Qualifying Demand Units

January 1st, 2018

Kerry Cunningham

Summary

Most B2B buying is conducted by groups of people working together to solve the organization’s business needs. When organized to solve a business need by making a purchase, each of these groups makes up a demand unit. In this report, we take an in-depth look at how demand type affects how organizations define their demand units, along with how demand type shapes the demand units’ qualification as they progress through the Forrester Demand Unit Waterfall™.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.