Recent Research
Demand programs must shift from individual leads to buying groups to activate, validate, and accelerate opportunities in the Forrester B2B Revenue Waterfall™.
The B2B Revenue Waterfall and demand programs work together to engage buying groups and track opportunities’ progress across the revenue lifecycle.
This report outlines how marketing and revenue development reps (RDRs) orchestrate adaptive validate programs and highlights their core responsibilities.
Frontline marketing leaders can use this report to understand the value they can expect from a B2B revenue marketing platform and to explore potential partners.
This report shows where demand/frontline marketing should invest, divest, and experiment in 2026.
This report provides a strategic framework for B2B organizations to assess their adaptive programs maturity across five key competencies.
Planned Research
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.