The Sirius Decisions Demand Unit Waterfall: what it is and how you can make it the framework of your B2B go-to-market plans, driving optimal results and better alignment inside your organization.

Determining the size and nature of your total addressable market as a whole and for each go-to-market campaign is the principal objective in the Target Demand stage. Problems to avoid, preparing for success, tools you will need, your deliverables, team makeup, and critical KPIs are covered as is a discussion on the power of predictive analytics.

Attracting, identifying and nurturing in-market accounts until you have determined that they are interested in the kind of products or services that your company sells is the principal objective in the Active Demand stage. If you are running or planning to run demand generation or awareness campaigns, this is the stage you would be doing that in. Problems to avoid, preparing for success, tools you will need, your deliverables, team makeup, and critical KPIs are covered in this post.

Nurture accounts along by driving deeper levels of engagement with the aim of validating that the account is moving into a product assessment phase is the principal objective in the Engaged Demand stage. Problems to avoid, preparing for success, tools you will need, your deliverables, team makeup, and critical KPIs are covered in this post.