Over the last decade, the SiriusDecisions Demand Waterfall has been recognized as the industry standard for defining the key stages of the b-to-b demand management process and measuring demand creation performance. In that time, we have closely observed the successes and challenges of hundreds of b-to-b organizations that have adopted the Demand Waterfall®. As a result of those learnings, we have expanded the Demand Waterfall family to include three different versions – introduced in 2006, 2012 and 2017 – to address the evolving b-to-b demand process while accommodating organizations of varying levels
of maturity.
Each version of the model is specifically engineered to support the evolution and maturity of a demand management competency in your organization depending on readiness and business objectives.
Read this e-book to learn about each member of the Demand Waterfall family and implementation considerations for building a best-in-class demand management process.
