Drive Revenue Engine Performance

Accelerate Opportunities With The Forrester B2B Revenue Waterfall™

Many B2B organizations lack clear insight into their revenue opportunities. Demand processes may still focus on individual leads, even though more than 80% of B2B purchases involve groups of three or more people. They also may fail to recognize multiple selling opportunities within an account.

Forrester’s B2B Revenue Waterfall was designed to accommodate this complexity. It improves visibility by shifting the demand process to:

  • Focus on buying groups rather than traditional leads.
  • Recognize multiple selling opportunities per account.
  • Account for the unique mix of prospect and customer opportunities that make up B2B revenue goals.
  • Align marketing, revenue development, and sales to better identify, engage, qualify, and win opportunities.


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