Best Practice Report

Understanding Readiness And Need To Adopt The B2B Revenue Waterfall

December 2nd, 2021
Terry Flaherty, VP, Principal Analyst
Terry Flaherty VP, Principal Analyst
Amy Hawthorne, Principal Analyst
Amy Hawthorne Principal Analyst
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
With contributor:
Malachi Threadgill

Summary

Most B2B buying decisions are made by buying groups rather than individuals, so the transition to a demand management process focused on opportunities and their associated buying groups (instead of individual leads) is crucial for improving marketing and sales performance. This is a logical evolution for many organizations, and they can assess their readiness for this change and the importance of making this transition against factors such as current process maturity and the complexity of their target buying groups and solution portfolio. In this report, we outline how to assess current readiness and business justification to make the required process changes, and business reasons for migrating to a demand process focused on opportunities and buying groups.

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