HomeResearch Articles The Cascading Effects of the Demand Waterfall

The Cascading Effects of the Demand Waterfall

  • As the Demand Waterfall grows in importance and visibility, it has begun to draw marketing functions not directly related to demand creation
  • Five core job families that surround the Demand Waterfall – and involve the entirety of marketing – have been identified by SiriusDecisions
  • Functional executives that divorce their activities from Demand Waterfall results do so at their own peril
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