Best Practice Report

The Demand Unit Waterfall™

January 1st, 2018


The Demand Unit Waterfall™ represents a transformational shift for B2B marketers, changing the perspective from individual leads to buying groups. The most significant evolution in the Demand Unit Waterfall is a change in the granularity of what enters and progresses through the demand management process. Implementing the Demand Unit Waterfall requires changes to processes and the supporting technology stack.

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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.