Reversing The Rearchitected Waterfall

January 1st, 2018

Terry Flaherty VP, Principal Analyst

Amy Hawthorne Principal Analyst

With contributors:

Lisa Nakano , Alaina Ladd , Arianne Burnette

Summary

Waterfall conversion rates can be used to determine how many inquiries, teleprospecting generated leads (TGL), and sales generated leads (SGL) are needed to hit revenue targets. Predictive modeling can help to validate (or refute) the feasibility of revenue goals. The structured dialogue that emerges from the modeling exercise helps drive interlock between marketing, sales, and teleprospecting. In this report, we explain how to use the rearchitected Demand Waterfall® conversion rates to model demand performance and budget requirements over a 12-month period.

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