Diving into the new SiriusDecisions Demand Unit Waterfall

| May 30, 2018

Diving into the new SiriusDecisions Demand Unit Waterfall
SiriusDecisions since around the time when Rich Eldh and John Neeson gave birth to the company. I’ve found their frameworks especially useful in helping focus my teams’ actions and report on the value of our contributions. Perhaps you’ve found the same. For many years, the SiriusDecisions Demand Waterfall has been used as the standard framework for managing demand generation processes. The beauty of the original Demand Waterfall was its clarity and simplicity. Built as a useful guide, it was never meant to become “the law.” Yet over the past few years, many marketers have found themselves ensnared by a rigid, faithful type of application. From helpful leading indicators, we’ve created rigid sets of KPIs that lock us into a way of doing things and shape how we “see” our world. A host of short-sighted KPIs are now constraining our ability to innovate. At worst, they’re locking us into counterproductive behaviors that actually hurt our ROI. I’m talking here about KPIs that drive up volumes even as they drive down quality; about filters that ignore tangible evidence of demand in favor of titles and contacts at accounts that aren’t in the market at all. The newly announced SiriusDecisions Demand Unit Waterfall concept contains major insights that could open the door to a new wave of progress. These observations should help keep many of us from going over the falls in a barrel crafted of our own short-sightedness.

Spotlight

The CIPD is the professional body for HR and people development. The not-for-profit organisation champions better work and working lives and has been setting the benchmark for excellence in people and organisation development for more than 100 years.


Other News
EMPLOYEE ENGAGEMENT

Survey: Digital Workplace Key to Engagement for Frontline Teams

YOOBIC | March 18, 2021

NEW YORK, March. 18, 2021 /PRNewswire/ -- Frontline workers aren’t being given the digital tools they need to succeed, leading to disengagement and reduced productivity, according to an international survey of frontline workers published today by digital workplace innovator YOOBIC. A smarter and more connected approach, using mobile devices and enterprise-grade apps, could be the key to achieving operational excellence, refocusing frontline employees on core revenue-driving activities, and attracting and retaining young workers. Mobile and deskless workers now make up 80% of the global workforce, totaling over 2.7 billion people, but the majority of digi...

Read More

HR ANALYTICS

ComplianceLine to Attend HCCA Conference 3.29 – 4.1

ComplianceLine | January 05, 2021

The Compliance Institute offers the latest updates and trends in all areas of healthcare compliance and ComplianceLine will showcase the latest products and services to support compliance professionals. ComplianceLine will be located at Booths #424 & #390 Join ComplianceLine and more than 2,500+ peers at the primary educational and networking event for healthcare compliance professionals! The 2020 CI includes 180 educational sessions broken into 15 learning tracks, an exhibit hall with 85+ solution providers, and ample networking opportunities. Attendees have the opportunity to obtain live CEUs. Be recognized for your experience and knowledge i...

Read More

EMPLOYEE BENEFITS

ALEXANDER DANIELS HR: THE BENEFITS OF TEAM BUILDING ACTIVITIES

Alexander Daniels | July 04, 2019

This is what life looked like last week for all Alexander Daniels staff. A first-class reward for all AD Divisions: HR, Accountancy and Finance, Legal, Offshore, Energy, Engineering, and Global. The event organisers went above and beyond organising a great trip to Barcelona, Sitges to reward our hard working Consultants and Managers, but also to encourage team bonding. “Team building activities can help you to build both a positive company culture and the types of behaviours that make businesses thrive” Benefits of Team Building Activities: Although we had the luxury of stepping away from the usual work office in Birmingham to sunny 40 degree Barcelona weather, there are many ben...

Read More

PAYCOM NAMED ONE OF GLASSDOOR’S BEST PLACES TO WORK FOR 2020

Paycom | December 12, 2019

Paycom Software, Inc., (NYSE:PAYC), a leading provider of comprehensive, cloud-based human capital management software, has again been recognized with an Employees’ Choice Award as one of Glassdoor’s 2020 Best Places to Work among large-sized U.S. companies.“This honor is especially significant, considering it is based on the cumulative opinions of those who are and have been a part of the Paycom family,” said Paycom’s founder and CEO, Chad Richison. “Receiving this recognition is a testament to the culture we work hard to develop. We remain committed to fostering a workplace that’s attractive to today’s workforce, so we are continuously ...

Read More

Spotlight

The CIPD is the professional body for HR and people development. The not-for-profit organisation champions better work and working lives and has been setting the benchmark for excellence in people and organisation development for more than 100 years.

Resources

Events