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.
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