How To Report

Demand Waterfall®: What To Measure And Why

February 9th, 2021
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst

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®.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

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.