HomeResearch Articles Qualifying Demand Units

Qualifying Demand Units

  • Most b-to-b buying is conducted by groups of people working together to solve the organization’s business needs
  • When organized to solve a business need by making a purchase, each of these groups makes up a demand unit
  • The first job for organizations is to define their demand units across the two dimensions of need their solutions address – fit and urgency – and along the two dimensions that describe buying groups – relationships and resources
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