Best Practice Report

How CMOs Can Optimize Revenue Performance With The B2B Revenue Waterfall™

Align With Sales On A Holistic View Of Pipeline Opportunities

March 6th, 2023
David Parry, null
David Parry
With contributors:
Cristina De Martini , Laura Koetzle , Vicki Brown , Helen Gilroy-Powell , Kate Pierpont


When a B2B company focuses purely on customer acquisition, it ignores a large swath of its revenues and a key part of marketing’s contribution to that revenue is obscured. To address this, CMOs should promote the adoption of the Forrester B2B Revenue Waterfall™. Its holistic view of opportunity types provides better visibility into marketing’s contribution to the organization as well as a complete picture of business revenue. In this report, we explore the role B2B CMOs should play in advocating and promoting the use of the B2B Revenue Waterfall.

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