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Demand Engine

How do I build out an end-to-end demand engine across marketing and sales?

Building a comprehensive demand engine requires sales and marketing alignment and clearly defined key stages and handoff points within the lead management process. To help organizations build a shared view between marketing and sales of the health of an organization's new-business-related activities, SiriusDecisions introduced the construct of the Demand Waterfall® more than 15 years ago, and has evolved the model along the way. While nearly all b-to-b marketers have heard of the Waterfall or “funnel” concept by now, few fully grasp how critical its complexities are to the bottom line.

What Our Clients Say

“Not only were we ramping up the volume at the top of the funnel, but our lead conversions were improving because we had better sales and marketing alignment.”


Drew Chapin, Vice President of Marketing, Hyland, creator of OnBase

Hyland, creator of OnBase, implemented the SiriusDecisions Demand Waterfall®, which resulted in a 61 percent annual growth rate in booked deals from MQLs.

Read client story here
Faster-growing organizations use a more effective demand process, resulting in 18 percent fewer touches to move leads from marketing to telesales and 8 percent fewer touches to move leads from tele to sales.<br /><br />&ndash;The SiriusDecisions Command Center®

Let Our Research and Advice Guide You

Identifying and focusing on the right priorities is vital to the success of this type of transformation. These areas of focus are the building blocks of successful implementation. Here are our recommended initial priorities for this transformation:

ABM Strategy, Goals and Alignment

Demand Management Process

Marketing Data Management

Sales Execution

Sales Reporting, Analysis and Intelligence

We Can Help

SiriusDecisions helps clients solve their business challenges through a retainer-based subscription to b-to-b research with access to benchmark data and experienced practitioners. In the context of this transformation, we suggest supplementing your subscription with onsite strategy sessions and workshops. We start with an assessment of your organization’s capabilities and readiness, then provide integrated consulting and workshops that accelerate adoption and transfer knowledge throughout your organization.