Implement the SiriusDecisions Demand Unit Waterfall | MRP

How to Implement the Demand Unit Waterfall & Optimize it with Predictive Analytics

MRP recently participated in the 2017 SiriusDecisions Summit in Las Vegas as a platinum sponsor.  It was an excellent event with four days of valuable content, idea-sharing, and lots of networking opportunities.  For me, the highlight of the conference was the keynote address, delivered by Kerry Cunningham, Senior Research Director and Terry Flaherty, Senior Research Director from SiriusDecisions on the next generation SiriusDecisions Demand Unit Waterfall.

The Waterfall now has two new levels at the top:  Target Demand and Active Demand (more details below).  These two major changes reflect the power of both account-based marketing and predictive analytics as cornerstones of every B2B revenue engine.

It’s impressive that SiriusDecisions, with its vast research capabilities, made a change of this magnitude to the Waterfall, which has been at the core of their demand generation methodology for more than 10 years.  So you know they didn’t make these changes lightly.

Here they are:

Target Demand:  We’re seeing first hand that the classic target account modeling is not effective in identifying all buying centers within an account.  By introducing the concept of demand units, SiriusDecisions helps organizations understand that while there may be multiple stakeholders in each account, each of these stakeholders is supported by a team that makes up the demand unit.  Therefore, it’s critical to size, capture, and model all buying centers to gauge the true size of your target market.

Understanding the demand units is essential to a successful account-based marketing strategy, and we believe it will be widely adopted by just about every technology vendor to fill in what’s missing from their target market strategies.

Active Demand:  The second big change was the introduction of active demand.  SiriusDecisions has acknowledged the power of external intent data being delivered by MRP and the handful of other predictive analytics suppliers.  By adding this to their Waterfall, SiriusDecisions is telling the market that predictive analytics is critical to your B2B revenue engine.

This is exactly what MRP has been saying for years.  The implementation of predictive analytics will accelerate the speed at which new opportunities are discovered, and will improve the conversion rate as those opportunities move through the Waterfall.  SiriusDecisions has validated this message, and updated their framework to incorporate the new technologies available.

As I listened to the keynote, I was struck by how well-positioned MRP is to help our customers succeed, and how gratifying it is that an organization like SiriusDecisions has provided this level of validation for where we see the market going.  These changes will help MRP and our customers to do a better job of identifying and marketing to all of the potential places within an account where their products can be sold.

This is excellent work from SiriusDecisions.  And MRP is happy to be part of this very exciting space at this time.

MRP + SiriusDecisions Live Webcast: How to Implement the New SiriusDecisions Demand Unit Waterfall

Watch our on-demand webcast that I co-host (James Regan, CMO & Co-Founder, MRP) with Kerry Cunningham, Senior Research Director, SiriusDecisions, one of the chief architects of the new Demand Unit Waterfall.  During this webcast Kerry walks you through the new Waterfall, and I share examples of how MRP can help you align your marketing and sales organizations around more strategic ABM strategies, and how implementing this approach will optimize your spending, increase your pipeline, and improve your ABM strategy.

Watch the webcast here!

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