Summary
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 multiple buying group members. Demand programs help to identify new opportunities, find and influence the buying group members connected to them, and support them in their purchase decision. In this report, we outline how program plays support demand program objectives to activate, validate, and accelerate opportunities in the Forrester B2B Revenue Waterfall™.
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