The Demand Unit Waterfall: Too Little Too Late

June 1, 2017 | Justin Gray | 1 Comment |

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 focusright 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:

  1. Buying is not linear or single-threaded.
  2. We can’t afford to generate thousands of “leads” for the sake of a numbers game.
  3. 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.

1 Comment

  1. Avatar Jay Gaines on June 26, 2017 at 12:31 pm

    Hi Justin,

    Thanks for taking the time to write about our new Waterfall. If you’re interested I’d welcome the chance to set a time for you to talk with the analysts who worked on it to clear up some apparent misunderstandings you have. Let me know if you’re interested.

Leave a Comment

Want more? Here's some related content


#MAfails: New to Marketing Automation and Looking With Your Eyes Shut

My most memorable fail in the marketing automation world happened when I was still pretty...

Do You Have It? Thoughts on the "Optimism Effect"

I often wonder: is optimism an inherent, or learned skill? I hope it can be...

The Two Things Your Business Must Have to Grow

When I graduated from college way back when (can a little more than a decade...
email best practices ebook

Walking the Talk: Email Best Practices

 Here's how WE talk to OUR clients about email. (more…)
click to convert: landing page best practices

Click to Convert: All You Need to Know About Landing Pages

The only guide you need for consistently high converting landing pages. (more…)

Content Planning Checklist

Your first step in the right direction to creating high caliber content is a content...

Back to the Marketing Future: From Demand Gen to Account-Based Marketing

Great marketing doesn't require stolen uranium. And while we may not need roads where we're...
Email Subject lines ebook

Email Subject Lines: How to Write Enticing Copy that Readers Can't Resist

With the rise of digital marketing, businesses are using multiple platforms like social media and...