Vicki Brown

VP, Principal Analyst

Forrester Bio

Author Insights


B2B Marketers Should Bury the Lead

Vicki Brown July 1, 2020
  • B2B purchasing decisions have always been made by a committee, team, or buying group
  • Burying the lead means that B2B marketers must change and no longer focus on individuals
  • B2B marketers should embrace opportunities with buying groups, thus creating stronger alignment with sales and improved revenue engine productivity
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Surprise! You Can Set Up the Demand Unit Waterfall™ in Salesforce With Standard Functionality

Vicki Brown February 13, 2020
  • The Salesforce winter 2020 release incorporates updates that allow users to set up the SiriusDecisions Demand Unit Waterfall with standard functionality
  • Users can systemize and connect contacts with buying groups within Salesforce using the new features of the opportunity contact role object
  • Allowing marketing, teleservices and sales to attach additional contacts to an opportunity and complete the buying group enables teams to deliver better-informed responses to buying group members
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Top 10 Considerations to Set Up Your Demand Unit Waterfall™

Vicki Brown June 25, 2018
  • The SiriusDecisions Demand Unit Waterfall offers a new and improved way of operating demand management processes
  • Organizations must understand which areas must be reviewed before setting up their Demand Unit Waterfall
  • Consider buying roles, reports, service-level agreements and other important elements before debuting new demand processes
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