Why Forrester’s B2B Revenue Waterfall Model is Perfect for ABM

Increase in complex buying scenarios and heightened focus on customer retention necessitate including existing customers in the demand mix. However, most B2B organizations lack clear insight in their revenue opportunities with demand processes still focused on individual leads. What is Forrester’s B2B Revenue Waterfall? Welcome Forrester’s B2B Revenue Waterfall, formerly known as the SiriusDecisions Demand Unit Waterfall®. The updated model helps B2Bs accelerate opportunity development and revenue growth. Using the new model, revenue teams can drive new pipeline and revenue opportunities in current accounts, turn buyers into advocates, and fuel demand generation activities such as attracting net new buyers’ attention and accelerating deal closing. It will help businesses understand how opportunities move through the waterfall and generate more revenue in the pipeline. This model is designed to help B2B sales and marketing leaders create an efficient demand management process. It acts as the perfect engine for managing revenue from target to close. It will also reveal insights into revenue-generating and opportunity development functions, such as customer engagement, marketing, and sales. Read More