Some call it a demand waterfall; others call it a sales funnel. Whatever its name, most B2B sales and marketing pros know it’s critical to defining and measuring how effectively you are acquiring new customers.
But that’s only if you populate the top of the waterfall with solid prospects. Otherwise, you’re wasting precious time and money filtering out poor opportunities that should have never been there to begin with.
The more business attributes you can filter for, the more targeted your marketing efforts. And as the accuracy of your demand waterfall improves, so will lead quality, conversion rates, and – eventually – win rates and deal sizes.
