HomeResearch Articles Modeling Demand in a Demand Unit World

Modeling Demand in a Demand Unit World

  • B-to-b purchasing is driven by a collection of individual buyers working as a group to address a business need
  • Demand models designed around inquiries fall short of accurately reflecting the demand volumes and resources needed to hit a revenue target
  • Predictable demand models depend on deeply operationalized demand units within business systems and processes
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