Vision Report

Why Your Falling Lead Conversion Rates Are A Good Thing (And What To Measure Instead)

March 5th, 2020
Kerry Cunningham, null
Kerry Cunningham


In B2B, lead conversion rates measure the fluidity of lead generation and qualification processes but not how many legitimate opportunities marketing is providing to sales to generate revenue. Though the former at face value is an important measure of how many leads become customers, only the latter is a useful and appropriate measure of marketing’s contribution. In this report, we describe how buying-group-aware measures enabled by the B2B Revenue Waterfall™ make possible meaningful assessment of the health of the B2B revenue engine.

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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.