Demand Waterfall
Also: Demand FunnelLead Lifecycle Stages
A staged model of how demand progresses from first awareness through to closed revenue, with defined conversion points between stages.
Why it matters
The demand waterfall gives marketing and sales a shared map of the funnel stages, inquiry, MQL, SQL, opportunity, won, and the conversion rates between them. It makes leaks visible and forecasting possible. It is the backbone of a measurable demand engine.
What good looks like
A working waterfall has clearly defined stages both teams agree on and tracked conversion between each. The value is in spotting the stage where the funnel leaks most, which is where the highest-leverage fix usually is.
Related terms
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