Demand Waterfall® Stage Velocity

May 7th, 2024

Craig Moore VP, Principal Analyst

Brett Kahnke Principal Analyst

With contributors:

Matthew Selheimer , Steven Casey , Terry Flaherty , Aidan Doyle , Ellen Lind

Summary

Waterfall stage velocity is the time it takes a lead or an opportunity to progress from one stage to the next. For waterfall performance measurement initiatives, stage velocity provides useful diagnostic data to assess overall growth engine as well as intra-waterfall process performance. For waterfall modeling, organizations can estimate the duration of customer lifecycles to set performance expectations. In this report, we define waterfall stage velocity and show how it’s used to model and measure waterfall performance.

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