Best Practice Report

The Demand Waterfall®, Rearchitected

January 1st, 2018
With contributors:
Lisa Nakano , Alaina Ladd , Arianne Burnette


Best-in-class B2B organizations have adopted the Forrester Demand Waterfall® as the standard for measuring and optimizing their demand creation efforts. Introduced in 2002, the Demand Waterfall provides a view, shared between marketing and sales, of the health of an organization’s new-business-related activities. Forrester has closely observed the successes and challenges of hundreds of B2B organizations that have adopted the waterfall. In this report, we revisit this critical model and adjust its structure, look, and feel to better describe today’s increasingly complex demand creation environment.

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