HomeResearch Articles The Demand Unit Waterfall™

The Demand Unit Waterfall™

  • The Demand Unit Waterfall™ represents a transformational shift for b-to-b marketers, changing the perspective from individual leads to buying groups
  • The most significant evolution in the Demand Unit Waterfall is a change in the granularity of what enters and progresses through the demand management process
  • Implementing the Demand Unit Waterfall requires changes to processes and the supporting technology stack
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