What is Sirius Decisions Demand Waterfall? (Updated)

Demystifying the Sirius Decisions Demand Waterfall: A Comprehensive Guide

What is  Sirius Decisions Demand Waterfall? (Updated)

Table of Contents:


Understanding the SiriusDecisions Demand Waterfall

2.1 Overview of the Demand Waterfall
2.2 The Stages of the Demand Waterfall
The Demand Waterfall in Action

3.1 Inquiries

3.2 Marketing Qualified Leads (MQLs)
3.3 Sales Accepted Leads (SALs)
3.4 Sales Qualified Leads (SQLs)
3.5 Closed/Won Business

Benefits of the SiriusDecisions Demand Waterfall

Limitations and Considerations

Implementing the Demand Waterfall

Demand Waterfall Diagram



The world of B2B marketing is constantly evolving, demanding effective strategies to drive demand and revenue growth. The SiriusDecisions Demand Waterfall model has emerged as a powerful framework to manage and optimize this process. In this article, we’ll delve into the intricacies of the Demand Waterfall, its stages, implementation benefits, and more.

Understanding the SiriusDecisions Demand Waterfall:

Overview of the Demand Waterfall: The Demand Waterfall represents a visual representation of the B2B buyer journey. It outlines the various stages that a prospect goes through before becoming a customer, from initial engagement to closed deals.

The Stages of the Demand Waterfall: The Demand Waterfall is divided into distinct stages, including Inquiries, Marketing Qualified Leads (MQLs), Sales Accepted Leads (SALs), Sales Qualified Leads (SQLs), and Closed/Won Business.

The Demand Waterfall in Action:

Inquiries: The top of the funnel, where leads are generated through various marketing channels.
Marketing Qualified Leads (MQLs): Leads that have shown sufficient interest and engagement, meeting defined criteria for potential.

Sales Accepted Leads (SALs): MQLs accepted by the sales team as potential prospects.
Sales Qualified Leads (SQLs): SALs that meet sales-specific criteria, showing high likelihood of conversion.
Closed/Won Business: The ultimate goal – prospects that have successfully converted into paying customers.

Benefits of the SiriusDecisions Demand Waterfall:

Improved Visibility: Clear stages provide insights into the buyer journey.
Enhanced Collaboration: Alignment between marketing and sales teams.
Efficient Resource Allocation: Focus on leads with higher conversion potential.

Limitations and Considerations:

Not a One-Size-Fits-All: Adapt the model to fit your unique business context.
Requires Data Consistency: Accurate and consistent data is essential for accurate tracking.

Implementing the Demand Waterfall:

Define Criteria: Establish clear qualification criteria for each stage.

Data Integration: Ensure data flows seamlessly across stages.

Regular Evaluation: Continuously review and optimize the model based on performance.

Demand Waterfall Diagram:

(Insert a diagram depicting the SiriusDecisions Demand Waterfall stages and the flow of leads from one stage to another.)


The SiriusDecisions Demand Waterfall is more than a model – it’s a strategic framework that empowers B2B organizations to enhance demand generation, lead management, and revenue growth. By understanding its stages, benefits, and implementation considerations, businesses can navigate the complex B2B landscape with confidence, creating a streamlined path from initial prospect engagement to successful deal closure.

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