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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