Best Practice Report

Qualifying Demand Units

January 1st, 2018
Kerry Cunningham, null
Kerry Cunningham


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™.

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