Forrester B2B Revenue Waterfall Guide

This guide presents the Forrester B2B Revenue Waterfall™, which outlines a systematic approach for B2B organizations to transition from lead-centric demand management to a focus on buying groups. It explains the necessity of recognizing that B2B buyers typically operate as groups rather than individuals, necessitating a shift in marketing and sales strategies. The document details the components of the B2B Revenue Waterfall, emphasizing the importance of tracking opportunities associated with buying groups. It also discusses the evolution of demand management processes, highlighting the need for alignment between marketing and sales to effectively engage and convert these groups. The guide further elaborates on the types of opportunities that exist within B2B contexts, including acquisition, retention, upsell, and cross-sell, and outlines the distinct characteristics and conversion patterns of each. Additionally, it provides actionable steps for organizations to adopt the B2B Revenue Waterfall framework effectively.