Advanced: account hierarchies and demand units (cont’d) Demand Units “ Demand Units — not accounts — are usually the true In other words, it’s often more accurate to One common perceived problem with Account targets that Marketing (and Product and Sales) should consider Account Based Marketing as ‘Demand Based Marketing is that an ‘account’ is often have in mind when thinking about buyers. Buyer, needs Unit’-based marketing. too broad a group to market and sell to. That’s and solution must match for a Demand Unit to exist.” why SiriusDecisions launched the concept of — SiriusDecisions Buying Centers and Demand Units. Type of demand maps Type of demand map “ Demand Units are defined as a buying A ‘simple’ demand map A ‘vertical’ demand map group that has been organized to Buying Buying Buying Buying Buying Buying Buying Buying address a need the organization is group 1 group 2 group 3 group 4 group 1 group 2 group 3 group 4 challenged with.” Need 1 Solution Solution Solution Solution Need 1 Solution Solution Solution Solution Need 2 Solution Solution Solution Solution Need 2 Solution Solution Solution Solution SiriusDecisions, 2017 Need 3 Solution Solution Solution Solution Need 3 Solution Solution Solution Solution Need 4 Solution Solution Solution Solution Need 4 Solution Solution Solution Solution A Demand Unit is a group of individuals within an Need 5 Solution Solution Solution Solution Need 5 Solution Solution Solution Solution organization which is trying to solve (or should be solving) a problem that fits for one of your products A ‘horizontal’ demand map A ‘matrixed’ demand map or solutions. A single account can have multiple Demand Units, where different groups purchase Buying Buying Buying Buying Buying Buying Buying Buying the same product, where one group purchases group 1 group 2 group 3 group 4 group 1 group 2 group 3 group 4 more than one product, or some other combination Need 1 Solution Solution Solution Solution Need 1 Solution Solution Solution Solution of group and product. Need 2 Solution Solution Solution Solution Need 2 Solution Solution Solution Solution Need 3 Solution Solution Solution Solution Need 3 Solution Solution Solution Solution Need 4 Solution Solution Solution Solution Need 4 Solution Solution Solution Solution Need 5 Solution Solution Solution Solution Need 5 Solution Solution Solution Solution 138 Source: John Common, Intelligent Demand