The Forrester B2B Revenue Waterfall™ and demand programs complement and rely on each other. In the B2B Revenue Waterfall, each stage reflects how well the organization knows and is connected to the opportunities in its revenue plan. The waterfall needs demand programs to help discover, attract, and engage buying group members as opportunities progress. Demand programs need the waterfall to understand the status of each opportunity and, therefore, which buyers to engage and how. In this report, we examine how the B2B Revenue Waterfall and demand programs combine to track and manage revenue engine performance.