A couple of weeks ago, 3,000 people attended the SiriusDecisions Summit in Las Vegas, to be shown the new framework of the Demand Waterfall. It's great to see that it's finally becoming accepted across the industry - how multiple buyers are involved within the B2B purchasing process and should be treated as 'one buying group' rather than individual leads.
Next? Seeing how we, as an industry, change all the scoring, attribution and structures to take this into account.
“The reality is B2B buying decisions are made by multiple people and with more organizations aimed to drive coverage and engagement across target accounts, there is a need to change how companies define and track key stages of engagement.”