Vision Report

Use The B2B Revenue Waterfall To Manage All Revenue Opportunities

May 14th, 2021
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
Amy Hawthorne, Principal Analyst
Amy Hawthorne Principal Analyst
Terry Flaherty, VP, Principal Analyst
Terry Flaherty VP, Principal Analyst
Kerry Cunningham, null
Kerry Cunningham

Summary

The Demand Waterfall® family has been an indispensable measurement framework for B2B marketing organizations for 15 years. The latest version of the waterfall, the Forrester B2B Revenue Waterfall, has evolved to provide the insights that all revenue engine functions — marketing, sales, and customer engagement — require for planning and measuring progress against the full spectrum of opportunity types that make up a B2B revenue plan. With the B2B Revenue Waterfall, organizations can plan and manage all their revenue opportunities using standard sales force automation (SFA) objects and gain visibility into the revenue engine’s performance using common visualization techniques (e.g., stacked bar charts).

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