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, Product Development at SiriusDecisions. He has has worked for more than 25 years as an IT and cybersecurity leader, product manager, and an industry analyst. He manages the global product development organization for SiriusDecisions’ technology solutions. Jonathan built and managed agile technology teams that increased productivity, collaboration, cybersecurity and regulatory compliance. He also developed key models and frameworks that enable B2B organizations to understand, evaluate, and implement appropriate marketing and sales technologies. In addition, Jonathan has advised executives on the role of technology to help drive sales and marketing integration and enterprise alignment. Follow Jonathan on Twitter @jblock.