The session will shed light into SiriusDecision’s new Demand Unit Waterfall and examine how companies are rethinking their campaigns and strategies to stop focusing on individual leads and looking more at buying centers and groups.
Terry Flaherty, Sr. Research Director, Demand Creation Strategies for SiriusDecisions, will provide insights into how companies can adapt new models to measure and track this throughout the revenue process and provide use case examples from advanced companies that are already applying some of these approaches and models. Finally, the session will explore how shifting approach impacts changes in the marketing tech stack for ABM, predictive, intent and other areas.