Best Practice Report

Determining Demand Program Plays To Engage Buying Groups And Move Them Through The Waterfall

Choosing The Right Program Plays For Each Buying Group Member

October 20th, 2021


Traditional acquisition and nurture programs, as well as previous versions of the Demand Waterfall®, have ignored the reality of buyers working as a group to make a unified decision. As organizations embrace buying groups, they must switch the focus of their waterfall and demand programs from individuals to opportunities with attached buying groups. Demand programs get new opportunities into Forrester’s B2B Revenue Waterfall and move existing opportunities through it by influencing the buying group members for each opportunity. In this report, we outline how program plays support demand program objectives to activate, validate, or accelerate opportunities in the B2B Revenue Waterfall.

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