Then there are other variables to consider: has this account ever bought from us are they using our competitors’ solutions and to what degree are external factors driving decision making?īecause influencers, users and decision makers within a given account are all likely to be involved in multiple buying decisions at any point in time, an account could be at multiple buying stages within the funnel simultaneously. The situation is further complicated if a vendor sells multiple solutions to different lines of business: Sales, HR, Finance, IT, etc. For starters, consider how much the buying process differs between SMB and large enterprise accounts. Taking a contact-centric view of the waterfall has its complexities, but determining a buying stage for a target account is even more of a challenge. “Discover how the Demand Waterfall® is changing to accommodate a more account-centric approach to demand creation and demand management” I also looked back on my posts from 5 years ago to see how much of my thinking has changed and how MarketOne’s proprietary frameworks have evolved. I took a look at the bullets on the Summit agenda and thought it might be interesting to speculate how the Waterfall might be updated. Indeed, most B2B marketing leaders would agree that the waterfall is one of the most important frameworks from the past decade. “It is time once again to evolve this iconic model to provide B2B organizations deeper insight and enhanced visibility into demand creation performance.”īack in 2012 I wrote a two-part perspective on the re-architected Demand Waterfall after the summit that year and to this day those articles still get high traffic on our website – so clearly it remains a popular topic. To learn more about the award and our presentation at the Summit, please visit the Sirius Summit page.Marketing strategy Tags: B2B Marketing Funnel SiriusDecisions Waterfall Looking at the agenda for this year’s SiriusDecisions Summit, there is mention that during the Wednesday Keynote sessions, the Demand Waterfall will be updated for the first time in 5 years. The Return on Integration Honours Award is predominantly a recognition of the strong interlock between sales, marketing and product teams at TIBCO – because we are all #BetterTogether! We’ll discuss the major milestones of this journey, the tools and processes that played a crucial part in the change, and the lessons learned along the way. Together with Emma Acton, Senior Director of EMEA Marketing, we will talk about how we transitioned to a needs-based, industry-focused marketing campaign architecture. This week, at the Sirius Decisions Summit Europe in London, I will be presenting about how applying the Sirius Decisions’ models and methods have been the catalyst to a fundamental shift in TIBCO’s marketing strategy. This journey started in Europe in 2017 and has now been adopted globally, supported by tightly aligned sales and marketing goals and proven by year-over-year growth both on the demand funnel, and in sales pipeline and revenue. The award recognizes TIBCO Software’s marketing evolution from a product-led marketing strategy to a use-case focused go-to-market approach over the past couple of years. SiriusDecisions, the leading global business-to-business research and advisory firm, hands out their ROI Honours Award for those organizations that demonstrate outstanding achievements in sales, marketing and/or product alignment, based on the successful implementation of SiriusDecisions’ research, frameworks, and best practices to improve company performance and growth. We are thrilled to announce that TIBCO has been chosen as a winner of Sirius Decisions’ annual Return on Integration (ROI) Awards in Europe.
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