The Data Model For The Demand Unit Waterfall™

Effective adoption of the Demand Unit Waterfall™ requires a blueprint for the necessary system configurations to implement it. The Demand Unit Waterfall Data Model is a logical entity relationship diagram that defines how to structure buying group insights. The data model leverages entities from the original and rearchitected Demand Waterfall® and adds new entities that are required to account for demand units.

For B2B organizations, the automation of sales and marketing processes has resulted in an over-abundance of data. However, most of this data provides little insight into the people who are making buying decisions. There is plenty of account and contact data, but little information about how those contacts are organized into buying groups or what their collective behavior reveals about their place in the buyer’s journey. In this report, we outline a logical data model for the Demand Unit Waterfall™ that demonstrates how buying group insights can be captured in a structured way to facilitate the effective implementation of the demand unit concept.