The Rearchitected Demand Waterfall

Hundreds of companies have adopted the SiriusDecisions Demand Waterfall as the standard TM

for measuring and optimizing demand creation efforts. Updated in 2012, the enhanced version
of the waterfall now accounts for demand sourced from both marketing and sales, and showcases
the important roles that teleprospecting and inbound marketing play in demand creation.

Inquiry
1 Inquiry Inbound Outbound
Best-in-class
organizations
distinguish
inquiries that Marketing Qualication
come from The Route-Around
inbound and Automation Qualied Leads (AQLs) Some leads should be
outbound routed to sales right
sources. away. Routing leads
Teleprospecting Accepted Leads (TALs)
around qualification
functions ensures sales
Teleprospecting Teleprospecting can get to them fast.
2 M
 arketing
Qualied Leads (TQLs) Generated Leads (TGLs)
Qualification
The second phase of the
waterfall shows the work
that needs to be done to Sales Qualication
get leads ready for sales.
3 Sales Qualification
Sales Generated Sales Accepted The third phase adds leads
AQL represents the
critical system-generated
Leads (SGLs) Leads (SALs) that are generated by sales
or partners, making for a
qualification stage.
complete demand waterfall.
TAL calls out the first key Sales Qualied Leads (SQLs)
handoff of demand.
TQL indicates a prospect
ready for sales attention. 4 The Close
Close
TGL pinpoints leads created Our final phase shows
by small-net fishing and Won Business the ultimate result of
cold calling. opportunities from all
three primary sources.
SiriusDecisions Inc. All rights reserved. Patent Pending

Demand originated from marketing-led activities Hando from one function to another
Demand originated from teleprospecting function Demand created by direct sales or channel resource

Contact us: Interested in learning more? Call us at 1 (203) 665-4000

to see how we can help you in your demand creation efforts.

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