Using the SiriusDecisions Waterfall to Foster Accountability

Jon Russo wrote a great piece today called 4 Tactical Takeaways from Case Studies Presented at SiriusDecisions Summit 2013.   As someone who attended this conference last week Ileverage siriusdecisions waterfalls to foster accountability thought this summed up some key takeaways very well:

  • Peer based selling and reference selling is the most effective way to accelerate deals through the funnel.
  • Sales Enablement  is becoming increasingly relevant with 30% of sales time actually spent selling and 70% of the buyers journey completed before sales is engaged
  • Persona based content – with more than 70% of company content never used by sales, it is important to feed sales and ultimately prospects with relevant content segmented by role, industry, etc. based on what buyers want to buy, not on what you sell.
  • Pivot toward business accountability and insight from not just producing more leads to producing tangible business value.

You should definitely check out his post on Eloqua’s blog to get into more detail about those, but the point that sticks out in my mind the most is his last one about business accountability and insight.  Understanding which Marketing and Sales campaigns generate the most revenue, bring in the most net new names, etc. is critical to enabling companies to hold their Marketing and Sales departments accountable for demand generation.  If a company can’t properly track and measure its demand generation efforts can it really hold its Marketing and Sales teams accountable for the numbers they generate?

SiriusDecisions has developed a great methodology for measuring this with its new demand generation waterfall.  If you can figure out a way to leverage this by creating a measurement system in your CRM solution that tracks volume, conversion rates, and velocity through your Marketing, Sales, and Telesales funnels (shameless plug Full Circle CRM does this for salesforce.com) then it can go a long way in creating a culture of accountability and aligning your Sales and Marketing teams to drive more revenue.

Josh Rosenberg

About Josh Rosenberg

Josh earned his MBA from Santa Clara University's Leavey School of Business in 2012 with a concentration in Marketing Management. Previously he worked in marketing at Zscaler, Inc. and is currently the Marketing Manager for Full Circle Insights.