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Justin Gray

The Demand Unit Waterfall: Too Little Too Late

Justin Gray / June 01, 2017 / 0 Comments

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.


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