B2B go-to-market teams require insights into the external perspective of buying groups’ decision-making and the inward tracking of deal progression toward revenue. Although there’s a tendency to merge these into a unified framework due to the shared focus on purchase decisions, teams must maintain two distinct frameworks. The differentiation is necessary to comprehend the external and internal aspects of B2B purchasing decisions. This report highlights the importance of Forrester’s B2B Buyer’s Journey Map Framework and the B2B Revenue Waterfall™ as discrete tools used to support two distinct but critically important processes — those of the buyer and those of the seller.