Not Another Reaction to the Demand Unit Waterfall
23 May 2017

It’s been a few days since the Demand Unit Waterfall was introduced at the #SDSummit in Las Vegas, and in the wake of that introduction, the Internet was awash with initial takes, reactions, and feedback.

At Inverta, we too pooled our thoughts in effort to chime in – not wanting to seem like we didn’t have a take on the newest addition to the Waterfall family. However, our attempt at a quick reaction piece was dismal. 1500 words after editing.

There are serious implications to modifying your demand management taxonomy to comply with the new way of creating demand – too serious for broad strokes. Too serious for 450 words.

Our community doesn’t need another set of reactions to the Demand Unit Waterfall. Our community deserves a deeper dive.


The truth is, the inception of the Demand Unit Waterfall legitimizes a bigger change in the discipline of demand management. The dissolution of discrete marketing, sales and lead development functions, and the requirement to measure buying entities in their aggregate will no longer be ignored. Some organizations have battened down the hatches, thinking they can ride out this storm of account-based revenue, AI, and intent-based targeting.

Pass out the life vests, because those ships are sinking.

Our community doesn’t need another set of reactions to the Demand Unit Waterfall. Our community deserves a deeper dive.

We’ll be releasing a three part brief series called The Evolving Discipline of Demand Management. The series will cover different taxonomies for managing demand (including the three Demand Waterfalls), the tech implications of modern demand management, and the discipline of measurement in modern demand management. All three will be written with one objective in mind: to crystallize what these changes mean for you and your organization, and how you can best react to them.

Many leaders are staring down the barrel at some serious personnel and technology investments to help stay ahead of the curve. Our goal is to compile some practical advice to help guide that decision-making.

Our first essay, which will help guide you through the different taxonomies for measuring demand, will be available at the end of June. In the meantime, check out our panel discussion “Getting Real about Account-based Revenue” on June 8.

Ashley Shailer
By: Ashley Shailer
Ashley has spent more than ten years designing and implementing world-class demand creation and lead management strategies that leverage the latest in marketing technology. She’s held client-side and analyst roles in marketing systems and marketing operations, and consulting roles that leverage her unique expertise in lead nurturing, account-based plays, content, messaging, and social media strategy for more than 40 clients.

In her spare time, she can be found enjoying a good super hero movie, a solid single malt, and dessert (not necessarily in that order).
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Ashley Shailer
By: Ashley Shailer

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