Best Practice Report

The Demand Waterfall Implementation Guide

January 1st, 2018


The Demand Waterfall® is a shared view between marketing and sales of a B2B organization’s ability to generate new business. Over the last decade, hundreds of organizations have adopted the Demand Waterfall to define, model, measure and diagnose lead management processes. Implementation requires planning to minimize risks associated with process change and ensure performance visibility and accuracy. In this Core Strategy Report, we examine the steps involved in successfully implementing the Demand Waterfall.

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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.