Demand Waterfall Velocity In B2B Channels

January 1st, 2018

Summary

Waterfall velocity measurement can provide insight into reseller capabilities, engagement levels, and vulnerabilities in lead distribution processes. Poor reporting practices, competitive issues, and inaccurate forecasting can delay the movement of leads through the channel demand waterfall. By offering incentives for partners to register qualified opportunities, channel marketers can increase lead velocity and pipeline visibility. In this report, we describe factors that affect channel waterfall stage velocity, and explain how accurate measurement of this velocity can help diagnose and correct problems that are delaying or preventing the conversion of leads into deals.

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