Vision Report

Use The B2B Revenue Waterfall To Manage All Revenue Opportunities

May 14th, 2021
Kerry Cunningham, null
Kerry Cunningham


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.