When To Implement The Demand Unit Waterfall™

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.