switch-crm Forrester Lead MQL Process 
Directive Agency
FEBRUARY 1, 2022
The original demand waterfall was published by SiriusDecisions (now part of Forrester) back in the early to mid-2000s. It introduced a number of novel concepts such as MQLs, SALs, and SQLs to the world and has been adopted by the vast majority of B2B brands. Now, there’s another version… released last year under the Forrester brand.
6sense
AUGUST 29, 2021
We hear from marketers pretty regularly who really do believe in the value of an account-based approach — and are perhaps even employing some ABM tactics — but just don’t know how to fully flip that switch. So what does that “working through it” process look like, and what are the biggest hurdles? 3 Changing hearts and minds.
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