The Demand Waterfall Through a Process Lens

January 1st, 2018

Summary

The Demand Waterfall® gives B2B organizations a shared view between marketing and sales of the health of demand creation. For years, business process improvement professionals have used this type of approach to successfully pinpoint problem areas and remediate issues. Just as a process perspective has proven invaluable in driving effectiveness and efficiency in other functions of the business, so too can it be used to clarify demand creation activities.

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