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SiriusDecisions Research Brief – Navigating Channel Leads Through the Rearchitected Waterfall
This article was updated prior to our rebrand and may reference Zift Solutions or ZiftONE, which are now
Unifyr and Unifyr One, respectively.
To better reflect the evolution of the demand creation process and improve lead conversion rates, B-to-B sales and marketing experts SiriusDecisions recently modified the Demand Waterfall. Read this to learn the key differences between channel and direct lead progression, the mechanics of channel lead conversion and best practices from leading B-to-B organizations.