The new SiriusDecisions Demand Unit Waterfall has received lots of accolades since its introduction this spring, and the accolades are richly deserved. But one of the new demand stages should be labeled Use With Caution.
In May, SiriusDecisions unveiled the latest iteration of it venerable Demand Waterfall with great fanfare. SiriusDecisions calls the new version the Demand Unit Waterfall, and it’s depicted in the following diagram:
The first version of the Demand Waterfall was introduced in 2006, and over the past decade, thousands of B2B companies have used the waterfall model to track and manage their demand generation efforts. So it shouldn’t be surprising that the introduction of the Demand Unit Waterfall has generated quite a bit of interest in the B2B marketing world. Here’s a small sample of the reactions from pundits and practitioners:
- What’s The Impact Of The New Demand Unit Waterfall? Hear From 30 B2B Experts (Demand Gen Report)
- How We’ve Implemented (Parts of) The Demand Unit Waterfall for ABM (Tony Yang, Mintigo)
- Diving into the new SiriusDecisions Demand Unit Waterfall (John Steinert, MarTech Today)
- SiriusDecisions: The New Demand Unit Waterfall (John Common, Intelligent Demand)
The early reaction to the Demand Unit Waterfall has been overwhelmingly positive, and I agree with those who say that it more accurately reflects the realities of B2B demand generation.
- By focusing on demand units, the new waterfall recognizes that most B2B buying decisions are made by groups of people, not by individuals.
- By eliminating the waterfall stages that focused on the sources of individual leads and on the “ownership” of demand generation activities, the new waterfall implicitly recognizes that demand generation has become a team sport that involves marketing, business development, and sales throughout the whole process.