Summary
Sales and marketing speak different languages. Sales measures demand by opportunities, and marketing measures demand with leads. Organizations need a clear understanding of how multiple leads from marketing are associated to specific sales opportunities. The product, marketing, and sales teams need to agree on how to measure demand and how it converts to revenue so that they can scale the revenue engine for growth. In this report, we explain how the Demand Unit Waterfall, which tracks the progress of individuals, accounts, and buying groups from demand to revenue, helps emerging companies meet their critical demand generation needs.
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