SiriusDecisions yesterday unveiled an update to its proprietary Demand Waterfall, a model designed to unify sales and marketing teams and to establish closed-loop processes. The research firm shared the new model at the SiriusDecisions Summit, held this week in Scottsdale, Ariz.
The new model focuses on managing leads sourced across a variety of channels, including sales, marketing and teleprospecting.
“The waterfall represents a shared process between sales and marketing,” said Jay Gaines, Group Director at SiriusDecisions. “When organizations create demand, there are so many things that happen. It’s like an assembly line, and if someone in the middle of that assembly line isn’t doing what they should do, then all the effort at the other end is wasted because people aren’t getting the information they need to do their job effectively.”