How To Report

Visualizing A Waterfall

December 14th, 2021
With contributors:
Ross Graber , Vicki Brown , Terry Flaherty , Cristina De Martini , Kerry Cunningham , Tyler Orleans , Arianne Burnette

Summary

The visualization of a Forrester waterfall is built around the display of four key metrics: volume, conversion rates, velocity, and value. Different reporting use cases may call for different levels of granularity within these metrics. Organizations should avoid defining multiple waterfalls. They should instead focus on defining waterfall stages and tracking a single comprehensive waterfall that can be filtered to highlight specific focus areas. This report discusses the data requirements and visualization mechanics for the Forrester B2B Revenue Waterfall and the rearchitected Demand Waterfall® and provides visual examples.

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