Summary
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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