Best Practice Report

When To Implement The Demand Unit Waterfall™

January 1st, 2018


As processes and technologies supporting demand management mature, organizations must take an evolved approach to demand management. Numerous signs — including pipeline-centric demand creation and the use of account-based marketing — indicate that an organization should consider deploying the Forrester Demand Unit Waterfall. The new Demand Unit Waterfall tracks buying groups instead of individual leads. In this report, we describe four signs that indicate an organization should consider deploying the Demand Unit Waterfall and the associated benefits of making this change.

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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.