Force-feed your marketing funnel now
Contributor John Steinert explains how SiriusDecisions’ Demand Unit Waterfall serves as a wake-up call for marketers who are looking to find real, active demand in their markets and rapidly funnel it to sales.
John Steinert on June 28, 2017 at 4:04 pmI love B2B marketing. I came for the diversity of challenges. And I’ve stayed for the continuous change. Throughout, I remain acutely aware of the balancing act that’s part and parcel of life in this job. We practice in the space between the scientists who create great products and the warriors who help sell them. We weigh strategic vision against tactical reality.
Last month, I wrote about the potential unifying power of SiriusDecisions’ Demand Unit Waterfall as a strategic concept — bringing all the constituencies in this value chain together around a common understanding of the market and the activity occurring in it. This month, I’m diving deeper into one particular part of our reality: the area where field marketing and sales connect.
I want to share what I think is the fastest, simplest way to add real value to our businesses right now — how marketers can find more of the real, active demand in their markets and funnel that more quickly to sales.