Best Practice Report

Advanced Demand Waterfall Analysis

January 1st, 2018


Demand Waterfall analysis measures the efficiency, velocity, and throughput of leads. This insight is leveraged in marketing and sales activities (e.g., performance measurement, process diagnostics, revenue forecasting, demand program planning). With this insight, organizations can improve the operational efficiency of their lead management processes and increase the predictability of future demand outcomes. Implementing waterfall analysis often requires making changes to existing data capture and analysis processes. In this report, we define the waterfall-specific data, metrics, filters, and methodologies necessary to support a comprehensive approach to waterfall analysis.

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