Summary
The Demand Waterfall® family has been an indispensable measurement framework for B2B organizations to manage, measure, and optimize the performance of their revenue process for the last two decades. The latest version of the waterfall, the Forrester B2B Revenue Waterfall™, has evolved to provide the insights that all revenue process 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. This report describes how organizations can plan and manage all revenue opportunities, including acquisition, retention, upsell, and cross-sell, using the B2B Revenue Waterfall.
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