Report

Deals That Detour

Reworking Opportunities That Fall Off The Waterfall

January 14th, 2022
With contributors:

Summary

When it comes to the B2B Revenue Waterfall, organizations focus on moving opportunities from targeted to closed. But the odds are stacked against them. Most deals don’t make it to the bottom of the waterfall — they fall off, fall out, fall back, or stagnate somewhere along the way. We call these “detours.” When B2B marketing teams have already spent time, money, and resources to discover prospective deals and engage with the buying groups, it’s a waste of these resources for revenue teams to let these deals fall off the waterfall. This report outlines a method to resolve detours by understanding when, where, and why these detours happen and how to fix them.

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