HomeResearch Articles Preparing to Implement the Demand Unit Waterfall® for Account-Based Marketing

Preparing to Implement the Demand Unit Waterfall® for Account-Based Marketing

  • The Demand Unit Waterfall, a recently updated industry-standard framework for tracking demand creation and performance, is well suited for account-based marketing (ABM)
  • ABM leaders should consider mapping their ABM journey to the Demand Unit Waterfall, because various activities that are required in ABM tie directly into waterfall processes
  • By highlighting ABM activities for orchestration in the context of the Demand Unit Waterfall, ABM leaders can tap into the demand management expertise of marketing, sales, teleservices and operations
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