Terry Flaherty

VP, Principal Analyst

Forrester Bio

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On The Ninth Day Of Christmas My Analyst Gave To Me: Handy Tips To Make My Demand Management Process’s Performance Dance

Terry Flaherty December 17, 2020
This is the ninth in a series of blog posts that provide demand and account-based marketing best practices in honor of the 12 days of Christmas.
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The Demand Waterfall: A Modular System to End Chaos

Terry Flaherty May 1, 2018
  • The demand management process often lacks consistency and alignment on key factors
  • The SiriusDecisions Demand Waterfall® is a modular framework designed to bring alignment and consistency to the demand management process
  • The Demand Waterfall family includes three versions designed to address a variety of go-to-market strategies
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Understanding the Role of Benchmarks in Planning

Terry Flaherty September 15, 2016
  • One major trend that continues to grow is for marketing organizations to own a quota for marketing sourced revenue
  • With volumes defined, marketers can align their programs and budgets to support their goals
  • Base your lead conversion goals on the current state, external reference benchmarks and identified process improvement impact
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Measuring the Impact of Successful Sales Handoffs

Terry Flaherty June 21, 2016
  • Just like a relay race, the B2B lead management process requires smooth and efficient handoffs across team members
  • The sales accepted lead (SAL) stage provides the signal of successful change in control of a lead from marketing to sales
  • Companies who incorporate an SAL stage in their lead management process experience dramatic increases in Demand Waterfall throughput
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The Myth of the Best-in-Class Waterfall Benchmark

Terry Flaherty April 28, 2016
  • Demand Waterfall® conversion benchmarks are used to set performance targets, determine demand creation budgets and align programs to revenue goals
  • There is not a best-in- class benchmark that can be used for all Demand Waterfalls; waterfall benchmarks should be aligned to context
  • Using the incorrect Demand Waterfall benchmark can lead to missed targets, misaligned budgets and restricted waterfall performance
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Lead Nurturing Competencies

Terry Flaherty April 8, 2015
  • Here are some core skills, behaviors and knowledge necessary for functions responsible for lead nurture flows
  • Skills include data evaluation, business logic skills and the ability to forge strong relationships with other key functions
  • Lead nurture teams must be able to work with internal peers and agency partners
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A Personality Test for Your Demand Waterfall

Terry Flaherty February 19, 2015
  • Understanding the net performance of the Demand Waterfall is critical
  • While individual conversion metrics are interesting, it’s ultimately the net throughput that’s important
  • Demand Waterfall processes are linked; the output of one (e.g. automation qualification) becomes the input to the next
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