Vision Report

Understanding How Demand Programs And The B2B Revenue Waterfall Work Together

July 16th, 2021
With contributors:
Renee Irion , Rani Salehi , Terry Flaherty , Amy Hawthorne , Carrie Rediker , Malachi Threadgill , Isabel Montesdeoca


Organizations should use the Forrester B2B Revenue Waterfall and demand programs together to ensure long-term success. These two concepts are not replacements for each other, but instead complement and rely on each other. In the B2B Revenue Waterfall, opportunities with associated buying group members move together, which enables the flow of revenue to be tracked from cold to close. The waterfall needs demand programs to attract and engage buying group members so that opportunities can progress. Demand programs need the waterfall to determine where each opportunity is and how to address buying group members appropriately. In this report, we examine how the B2B Revenue Waterfall and demand programs combine to drive revenue engine performance.

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