B-to-B Sales and Marketing Haikus
November 05, 2012 | By Jonathan Block
It’s about time there are haikus dedicated to b-to-b sales and marketing. In this first installment, I address the four primary phases of our rearchitected SiriusDecisions Demand Waterfall: Inquiry, Marketing Qualification, Sales Qualification and Close.
Count the hand-raisers
that fuel the demand engine
track outbound inbound
• • •
Nurture to handoff
a dweller on the threshold
receiving function
• • •
Sales accepted leads
service-level agreements
I’m pipeline-worthy
• • •
The waterfall’s end
opportunity to close
start a new journey
Jonathan Block
Jonathan Block is Vice President and Practice Director, Technology, at SiriusDecisions. He has developed key models and frameworks that enable b-to-b organizations to understand, evaluate and implement appropriate marketing and sales technologies, as well as advised executive clients on the role of technology to help drive sales and marketing integration and enterprise alignment. Follow Jonathan on Twitter @jblock.