One Year Later: Following Up on the Demand Unit Waterfall

Our feet and bodies have recovered from the endless hours of walking and standing. We’ve bounced back from the Vegas “jet-lag”, which crept up in the absence of sunlight within connected hotels and casinos. If you were there, you understand the weariness.

Now we’ve fully rebounded from the SiriusDecisions 2018 Summit. And, wow, even though I’m a Sirius-newbie, I think it’s safe to speak for the team that we were not disappointed.

This event provided insight into the broad spectrum of sales and marketing through lunch-and-learns, product showcases, case studies, keynotes, and yes, even over many plates of hors d’oeurves and seemingly endless cocktails.

With a captivating story, keynote speaker Molly Bloom told her story of loss, success and ambition portrayed in the 2017 Oscar-nominated film, Molly’s Game. In a story not so different than those of some Televerde employees, she went from college student to entrepreneur of high-stakes underground poker games with Hollywood A-listers and athletes, to being sold out and then a convicted felon.

Her innate knack for understanding the needs of her customers helped her build her poker empire and now, as an author, she’s traveled full-circle back to Hollywood, but on the film side this time.

Since welcoming the addition of teleservices to the Demand Unit Waterfall from the SD Summit 2017, we’ve worked with our customers to focus on the alignment between ABM and ABS, and how the Sales Development role has been an integral connector of that relationship. I noticed that other companies were similarly embracing the Waterfall, focused on customer advocacy or only ideas for a couple of the Demand Units.
This year, SiriusDecisions set the lens on nurture: “Ditch the Watering Can: It’s Time to Rethink B-to-B Lead Nurture.”

We’ve all seen the image of the tiny seed blooming into a beautiful flower, but that can be misleading to demand marketers. Providing soil, water and sun doesn’t always mean demand or sales pipeline will sprout and flourish. From this, the SiriusDecisions Buyer Treatment Plan was unveiled, which added three demand objectives: activate, validate and accelerate and three elements: signal, response, and next action.

Essentially, the plan forces us to dive deeper into buyer context, personas, and behaviors to create individualized nurture programs, offerings and solutions. I expect to see more to come about the Buyer Treatment Plan in the near future.

As I prepare to leave my current role in Organizational Development, I feel that my soon-to-be Marketing hat fit fairly well for those three days with the Sirius-goers, and I’m grateful for the opportunity to have spent time learning from a handful of the highly knowledgeable and skilled Televerdians.

After the groups’ countless hotel room issues (uncleanliness, no water, broken toilets, oh my!), being bombarded with multiple group text messages, loss of electricity in conference rooms during presentations, and desperately stuffing unnecessary amounts of swag into our already full suitcases, I walked away impressed with the amount of cohesion and comradery amongst the team and eager to bring more value to both Televerde and our future clients.

Related News & Blog

Should You Outsource Your Contact Center? Ask Yourself 9 Questions

Read Post