Ultimately, Close Won revenue pays the bills. If I launched these campaigns against these personas, and with this much time that passes, what am I actually yielding from that … from that Close-Won perspective - not just an engagement perspective?” The pipeline doesn't pay the bills. There's a lot of discipline in the system, there are a lot of definitions and best practices where you're able to see, 'Okay.

Josh Mueller: It allows you to see which marketing activities are actually yielding the results that you want. Michael Krigsman: And maybe, this is an obvious question, but why should we use it? It’s a standard methodology that many of the biggest and best brands in the world adopted. Michael Krigsman: So, it gives you a greater precision in terms of understanding what’s happening with your marketing spend. And, you're able to track what's working at every stage so that you can have a better yield over time. I've targeted a million people a hundred thousand of them engaged with me ten thousand of them went to our sales team five thousand of those became opportunities, and maybe I closed a thousand of those. And, essentially what it is is a framework that B2B companies can use to determine how well their marketing activities are working. Josh Mueller: The Sirius Decisions Demand Waterfall has been around for over a decade. So Josh, tell us about the Sirius Decisions Demand Waterfall.

And, we’re talking about the Sirius Decisions Demand Waterfall. We’re speaking with Josh Mueller, who is the Senior Vice President of Global Marketing at Dun & Bradstreet. Michael Krigsman: I’m Michael Krigsman, an industry analyst and the host of CxOTalk. His organization is pivotal to Dun & Bradstreet’s transformation to a modern company with a focus on providing an amazing customer experience and scaling demand generation.

Ultimately, closed one revenue pays the bills.”Īs SVP at Dun & Bradstreet, Mueller has global responsibility for demand generation, digital, operations, marketing technology, creative and content. “There’s a lot of discipline in the system, there are a lot of definitions and best practices where you’re able to see, ‘Okay, if I launched these campaigns against these personas, at which this much time that passes,’ what am I actually yielding from that? From that closed, one perspective, not just an engagement perspective? The pipeline doesn’t pay the bills. “It allows you to see which marketing activities are actually yielding the results that you want,” Mueller explains. If you recognise, or even suspect that you have a problem in these areas, it’s time to take action.What is the SiriusDecisions Demand Waterfall? Josh Mueller, Senior Vice President of Global Marketing at Dun & Bradstreet, speaks with CXOTalk about how B2B companies can measure marketing success and use data to determine which activities yield the best results. It’s no wonder that so many sales pipeline valuations are wildly optimistic, or that sales forecasts often remain stubbornly inaccurate, with “current quarter commit” deals that turn out to be nothing of the sort. In fact, the most effective sales people are the ones who manage to successfully facilitate complex buying decision processes that involve multiple stakeholders.Īnd yet the sales pipeline stages in the majority of CRM implementations are still defined with reference to the completion of a linear sequence of sales activities such as “qualifying”, “demonstrating” and “proposing” that usually bear little relationship to the true state of the prospect’s often-complex buying journey, or the likelihood they will either do anything or choose your solution. In complex sales environments, the role of the successful salesperson isn’t just about prospecting, qualifying and closing.

Sirius decisions