Summary
Opportunities moving through Forrester’s B2B Revenue Waterfall don’t always flow straight from top to bottom. Deals can detour — they may fall off, fall back into, or fall out of the waterfall. Organizations spend a lot of time and effort outlining how opportunities should progress through the waterfall toward closed/won, but few apply the same rigor when handling detoured opportunities, which can cause leaks in the waterfall. Organizations need a plan to manage detoured opportunities so that they can share insights and leverage previous investments to reengage with these potential deals. Use this worksheet to document the reason codes and recommendations for opportunities in four detour categories.
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