Rearchitected Demand Waterfall Performance Patterns

The Forrester Rearchitected Demand Waterfall® provides a structured approach to define and measure the progression of a lead as it passes through key stages in the marketing and sales process, starting with an initial inquiry and ending in a closed deal. Measuring key attributes of the lead’s progression (e.g., conversion efficiency, velocity) can provide diagnostic insights into the overall health of sales and marketing processes. A common mistake in waterfall diagnostics is to concentrate on individual metrics rather than the end goal: driving the most revenue possible from marketing and sales investments. In this report, we present instructions for identifying performance patterns of one or more demand waterfalls. With this information, organizations can identify and apply the right process optimizations to improve the holistic performance of their waterfall(s).