Best Practice Report

The Demand Waterfall Through a Process Lens

January 1st, 2018


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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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.