Technology Exchange General Sessions Aligning Account-Based Marketing and Sales Technology Using the Demand Unit Waterfall

Aligning Account-Based Marketing and Sales Technology Using the Demand Unit Waterfall™


Focus: Operationalize, Optimize

Priorities: ABM Infrastructure; ABM Program Planning and Execution; ABM Measurement; Sales Reporting; Analysis and Intelligence; Sales Processes and Infrastructure; Demand Management Process

The rise of account-based marketing (ABM) and the proliferation of marketing and sales technologies both enables and complicates implementation of the Demand Unit Waterfall™. New options for automated data collection, machine learning and artificial intelligence make selection and deployment of technologies complex and challenging, but also extraordinarily promising for business impact. Organizations need to know their business requirements to identify which sales and marketing technologies can best drive process efficiency, deliver greater insight and align data flows and demand processes for their account-based strategies. This presentation will provide the following benefits:

For marketing and sales:

  • Understand business requirements for marketing and sales technology solutions at each stage of the Demand Unit Waterfall
  • Identify critical success factors for alignment including data models, processes and service-level agreements
  • Hear about lessons learned from SiriusDecisions clients that have implemented the Demand Unit Waterfall for account-based sales and marketing