Best Practice Report

Deals That Detour

Reworking Opportunities That Fall Off The Waterfall

January 14th, 2022
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
Seth Marrs, Principal Analyst
Seth Marrs Principal Analyst
With contributors:
Cristina De Martini , Terry Flaherty , Amy Hawthorne , Laura Cross , Malachi Threadgill , Ella Sullivan , Marissa Fritz

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.