The mighty oracle of modern digital marketing has delivered us a new groovy epiphany to lead us mortals into the light of righteous marketing. My dear friend and guru on these matters, Intelligent Demand’s John Common gives a first-person account from the burning bush. Save yourself time and read his well laid out 2,500 words to get the story. Or read his last 400 words covering eight thoughts summarizing the key points.
No argument SiriusDecisions is considered the McKinsey of digital marketing thinking. When outside credibility is necessary to spark digital marketing investments inside $1B+ companies, they have the horsepower to get cross-functional senior executives saluting.
The new construct encouragingly unlocked another B2B purchase process level recognizing multiple operators in B2B purchases – aka the Demand Unit. Further, they venture into creating demand against buyer personas, needs, and solutions. Agonizingly, this framework, like the others, fails to call out and operate on sales process insights.