Operationalizing and Optimizing the SiriusDecisions Demand Unit Waterfall

While most B2B organizations recognize that their buyers work in groups, marketing measurement has historically centered around individual leads. This lead-centric focus makes it difficult to plan for success, develop predictable conversion rates, and measure marketing contribution and stands in the way of robust sales and marketing alignment.

However, it doesn’t need to be this way. As more companies move to a buying group focus to support complex sales requirements and robust ABM programs, how must marketing measurement evolve?

In this webinar, SiriusDecisions Senior Research Director Ross Graber and Sherrie Mersdorf, VP Marketing at Evariant, will describe and demonstrate how B2B marketers can build more accurate reporting and predictable demand models by concentrating on buying groups.

Key topics include:

The key elements for measuring demand against buying groups

How to move away from measuring individual leads

The associated processes and technology requirements


Ross Graber
Ross Graber.jpg

Senior Research Director, SiriusDecisions

Sherrie Mersdorf
Sherrie Mersdorf.png

VP Marketing, Evariant

Matisha Ladiwala
Matisha Ladiwala.jpg

VP Product, InsightSquared

Grace Abbot

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Ross is a Senior Research Director in the SiriusDecisions Marketing Operations Strategies service. He is passionate about helping b-to-b marketing organizations create meaningful systems of measurement that accurately reflect marketing’s contribution to the business. As a researcher and thought leader, Ross focuses upon developing and operationalizing the approaches leading organizations use to demonstrate accountability, understand results and make improvements. His research has spanned the marketing operations discipline and includes data, process, people and technology.

Sherrie Mersdorf is the Vice President of Marketing at Evariant. As an experienced marketing leader, she brings deep knowledge and experience building marketing growth machines. Since joining Evariant, Sherrie has shifted the approach from broad spray-and-pray tactics to an ABM-centric model while introducing a new way to think and talk about marketing's influence. She leads the team to execute inbound and outbound programs and measure marketing's impact through thoughtful performance and attribution reporting. Prior to joining Evariant, Sherrie lead marketing at NewBrand (acquired by Sprinklr) and Cvent (NYSE:CVT) where her team executed tens of thousands of campaigns a year. She has a Bachelor of Science in Marketing Management from the Pamplin School of Business at Virginia Tech.

Matisha comes to InsightSquared from Mautic, a marketing automation startup in Boston where she served as VP of Product. Prior to that, she held various roles in Sales Operations, Marketing Operations and Business Intelligence at companies such as Constant Contact, Sophos and IBM. Matisha received her MBA and a Masters in Information Systems from Boston University. In her time off she likes to cook, exercise and enjoy the outdoors as much as possible.

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About InsightSquared
InsightSquared helps revenue operations professionals make better decisions by equipping them with actionable, real-time intelligence on sales and marketing KPIs. Businesses rely on our solutions to forecast more accurately, better manage pipeline, tailor rep coaching based on individual performance, understand marketing attribution, and conduct data-backed planning and analysis.