Best Practice Report

Defining The Standard: B2B Revenue Waterfall™ Stage Definitions

January 10th, 2021
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
Terry Flaherty, VP, Principal Analyst
Terry Flaherty VP, Principal Analyst
Amy Hawthorne, Principal Analyst
Amy Hawthorne Principal Analyst
With contributor:
Malachi Threadgill

Summary

B2B organizations are often misaligned on definitions of waterfall stages due to vague language and assumptions about what stages mean. They must agree on definitions for B2B Revenue Waterfall stages to specify exactly what is contained within each stage and consider how to track the movement of opportunities within systems. Stage definitions with no mechanisms for tracking stage movement and tracking movement among stages that aren’t clearly defined are both useless. Organizations need both to be effective in tracking revenue. In this report, we outline standard definitions for stages within the B2B Revenue Waterfall and how to track movement between these stages within systems.

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