Best Practice Report

What a CMO Needs to Know About the Demand Unit Waterfall™

January 1st, 2018


SiriusDecisions recently added a new member to the Demand Waterfall® family: the Demand Unit Waterfall. The Demand Unit Waterfall makes changes to how sales alignment and marketing contribution are managed and measured. Refining how demand is measured enables additional metrics and serves as the first step to full recognition of marketing contribution.

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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.