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The Demand Unit Waterfall

In b-to-b, the SiriusDecisions Demand Waterfall® is recognized as the standard for measuring the health of demand creation and demand management processes. Since the Demand Waterfall® was rearchitected five years ago, demand creation strategies and supporting technologies have continued to evolve rapidly. As a result, it is time once again to evolve this iconic model to provide b-to-b organizations deeper insight and enhanced visibility into demand creation performance.
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