Summary
The Demand Waterfall® measures, monitors, and manages revenue from target to close for a B2B organization. While the B2B Revenue Waterfall measures revenue with a buying-group-centric approach, the rearchitected Demand Waterfall® does so with a lead-centric approach. The Demand Waterfall® tracks volume, conversion rates, velocity, and value, regardless of which Demand Waterfall® model an organization chooses. In this report, we outline how to calculate volume, conversion rates, velocity, and value, as well as explain how the measurements can be applied to either the B2B Revenue Waterfall™ or the rearchitected Demand Waterfall®.
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