Demand Waterfall on Steroids: How To Set More Realistic Goals For Your B2B Marketing Plan
Demand planning can be a tough challenge for B2B marketers. A popular approach to setting B2B marketing goals is to ‘reverse the Demand Waterfall’. But this can be misleading. Reason: the coming months and years won’t be the same as the previous months and years. To explain the risk of reversing the funnel, let’s take Sirius […]
