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.