Model Overview Report

The Demand Unit Waterfall™ For Emerging Companies

July 9th, 2019

Summary

Sales and marketing speak different languages. Sales measures demand by opportunities, and marketing measures demand with leads. Organizations need a clear understanding of how multiple leads from marketing are associated to specific sales opportunities. The product, marketing, and sales teams need to agree on how to measure demand and how it converts to revenue so that they can scale the revenue engine for growth. In this report, we explain how the Demand Unit Waterfall, which tracks the progress of individuals, accounts, and buying groups from demand to revenue, helps emerging companies meet their critical demand generation needs.

Want to read the full report?

This report is not available for purchase at this time.

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.