Technology Exchange Sessions Technology Requirements for Operationalizing Demand Units

Technology Requirements for Operationalizing Demand Units

Speaker(s):  Vicki Brown, Alisa Groocock

Track(s): Optimizing Technology Investments, Account-Based Marketing

Focus: Operationalize

Priorities: Demand Management Process; ABM Infrastructure; ABM Program Planning and Execution

The new Demand Unit Waterfall™marks a major evolution in the identification and management of demand. Nearly all elements of demand, including planning, program design, service-level agreements and measurement, are impacted by shifting focus from the identification and progression of individual leads to demand units (potential opportunities). This evolution is a critical inflection point in understanding what needs to be accomplished to operationalize demand units, and the systems and process investments required to support the change. This presentation will provide the following benefits:

For sales and marketing:

  • Learn the steps required to discover, build and track demand units
  • Understand the process and technology considerations to support these steps
  • Learn the roles and responsibilities for technology assessment and implementation of the Demand Unit Waterfall