Case Study

Siemens: Transformation Of The Revenue Engine With An Opportunity-Based Waterfall

March 20th, 2023
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
With contributors:
Cristina De Martini , Ella Sullivan , Ellen Lind

Summary

Many organizations recognize the limitations of a lead-based waterfall focused on marketing qualified leads (MQLs). Siemens Digital Industries Software knew it needed to change its lead-based model to improve buyer experiences, increase visibility into interactions for deals, and gain insight into buying groups. Despite many stakeholders seeing the change to an opportunity-based model as too risky, Siemens took Forrester’s advice and adopted an opportunity-based waterfall leveraging buying groups. This case study describes how the new waterfall was worth the risk for Siemens, providing rewards like a 130% year-over-year increase in the number of new closed deals influenced by marketing.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.