HomeResearch Articles The Demand Unit Waterfall™

The Demand Unit Waterfall™

  • In many organizations, marketing is focused on generating leads, while sales is focused on identifying, qualifying and closing opportunities, causing misalignment
  • Current measurement strategies do not fully reflect the entirety of demand creation and measurement processes
  • Account-focused strategies like account-based marketing (with complex buying committees and complex portfolios) complicate measurement and planning
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