B-to-B Webcasts for Sales, Marketing and Product Leaders

The SiriusDecisions Demand Unit Waterfall is a model designed to help b-to-b organizations better understand and track the account and contact activity within their current and prospective accounts. The Demand Unit Waterfall is particularly relevant to account-based marketing (ABM) as it provides a methodology for understanding the activities of individuals within specific buying groups, rather than simply focusing on multiple, disparate leads from these high-value accounts. However, many organizations struggle to articulate the contributions of sales and marketing in this new account-based ecosystem.

Field input from all regions is often cited as a key factor in developing a customer- and market-focused offering. However, b-to-b organizations often struggle to supply regional teams with a consistent and clear approach to providing feedback, resulting in much input getting lost.

In this webcast session, we’ll share specific approaches for providing input and feedback, recommended templates, and a scoring model that will open the flow of ideas from the region and ensure ideas and input are considered as part of the investment decision-making process.

At Sirius Decisions, we’ve had a customer success team in place for years. As the function evolved, our approach matured, but there was still a lot of guesswork – educated guesswork, of course – that was driving how we helped our customers drive value through their engagement with us. We tackled the challenge with a data-driven approach and leveraged a cross-functional team to become more predictive, and take our efforts to the next level.