Core Skills: Demand Management SiriusPathway®

About SiriusPathways™

SiriusPathways™ start with expert content from SiriusDecisions best-in-class research. We then organize that content into competencies that cover the key things that someone in a job role or functional job area needs to know in order to succeed. That means that your success is measured by a mastery of a set of skills rather than how long it takes you to watch a video, or how well you do on a vocabulary test. It also means the content is brain-adaptive and flexible which ensures that it will stick with our learners. 

SiriusPathways™ recognize that learners come with varied backgrounds, skill levels, and learning styles. Someone with several years of experience in Marketing might want to skip the first competency and move immediately to its assessment, whereas someone new to Marketing might want to complete each activity in each module of the first competency before attempting the assessment. Various learning styles are respected by our See It, Read It, Apply It model. You can see examples of this model in this preview.

Each competency ends with an assessment that uses business case scenarios to apply the concepts in that competency. Learners must receive a cumulative score of 90 or greater on a SiriusPathways™ to become SiriusDecisions certified.



This course includes an optional introduction on the foundations of demand creation. The optional introduction helps learners get started with demand programs. If you are not familiar with SiriusDecisions, are new to demand creation or need a refresher on any of the foundational elements of demand creation, we suggest you review this material before you begin the course. It covers: Demand Type, Relative Targeting, The Buyer's Journey and The Demand Waterfall.

Competency 1: Waterfall Mechanics

Module 1.2 Introduction to the Demand Unit Waterfall

See It: Defining the Demand Unit Waterfall

Since 2006, the SiriusDecisions Demand Waterfall(r) has been recognized as the industry standard for defining the key stages of the b-to-b demand management process and measuring demand creation performance. Since the original Demand Waterfall's introduction, the Demand Waterfall family has expanded, with new additions that have addressed the impact of new technologies and evolving b-to-b demand processes. In 2017, we launched the Demand Unit Waterfall. Here, we walk you through the evolution of the Waterfall, explain what a demand unit is and how to map demand. 


Read It: The Demand Unit Waterfall

In this Core Strategy Report, we explain the evolution of the Demand Waterfall at SiriusDecisions and describe the main tenets of our latest Waterfall: The Demand Unit Waterfall.


Apply It: Describe Your Solution's Need and Buying Group

A demand unit is a buying center that has organized a group to acquire a solution for a business need that you address with your solutions. Use this worksheet to think through and map out the needs your solution addresses and define the buying groups.

Competency 2: Service-Level Agreements & Lead Qualification

Module 2.1: Service-Level Agreeements

See It: Service-Level Agreements for Effective Demand Creation

Having Sales and Marketing teams that like each other is always a plus. But many frustrated leaders of these two functions have learned that getting along well does not guarantee good alignment. In this video activity, we offer a set of five basic service-level agreements (SLAs) used by leading b-to-b organizations to build and continuously improve demand creation and lead management processes that drive sales productivity and accelerate revenue growth.


Read It: Removing Barriers to Effective Implementation of SLAs

SLAs promise significant improvement in sales and marketing alignment, but often fall short during implementation. When SLAs are perceived to be failing, prescribing the right cure depends on accurately diagnosing the problem. In this brief, we offer tips for diagnosis and methods on how to remove barriers.


Apply It: Make Your Own SLAs

Using the qualification criteria you outlined in the previous activity, use these charts to make your own SLAs.