The NEW Sirius Decisions Demand Gen Waterfall, now with 50% account-based terminology!
I seem to be the only one in B2B who ISN’T fawning all over the newly released update to the classic staple, now known as the Demand Unit Waterfall.
SiriusDecisions has carefully reviewed how marketers are embracing an Account-Based focus—right or wrong—and shoehorned it into the same old funnel. Now it’s account-based! It’s made with bits of real account-based terminology, so you know it’s good.
The difference between this and the now decades old demand generation funnel is, quite frankly, negligible. I find it hard to believe people were getting excited about it. And somehow, I’m not surprised at all. It’s shiny and “new” and makes people feel better about what they’re doing.
The long and short here is the vast majority of marketers know and embrace the fact that ‘funnels’ drastically oversimplify the buying process into a linear progression that, in reality, doesn’t behave as the buyer does. Now we’ve added the notion of ‘units,’ a confusing term, and quite a bit of other jargon that complicates rather than simplifies. And at the end of it all, we still haven’t solved the three core misconceptions the demand gen funnel created:
- Buying is not linear or single-threaded.
- We can’t afford to generate thousands of “leads” for the sake of a numbers game.
- Buyer behavior is better illustrated as a loop.
But hey, don’t take MY word for it, see what other B2B professional have to say about this.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.