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As we approach summer, water becomes a big part of our lives. Pools, beaches, lakes, rivers – we all rush to the water where we can! What other things do you associate with summer? As a Canadian, I think of some other true ‘Canadian’ symbols – Group of Seven artwork, summer concert tours, and ‘road apples.’

Give this great tune by some Canadian music icons a listen as we read on and see what the experts are saying this week:

New B2B Waterfall – Do you think you’re ready?!

Since its introduction in 2002, the SiriusDecisions Demand Waterfall has been the de facto standard for managing demand gen processes. Over the years, the waterfall has been revised, and other research firms like TOPO have touted other methodologies such as the double funnel.

Forrester (who acquired SiriusDecisions) recently held its B2B Summit. I’ve been to many of these over the years, and love all the content provided. The highlight this year was the unveiling of their new B2B Revenue Waterfall, which focuses on capturing revenue opportunities B2B organizations have and allowing them to understand their performance throughout the revenue cycle.

The waterfall highlights an opportunity approach to conversion rates vs. a lead-focused approach. And this new waterfall also FINALLY addresses customer retention and repeatable revenue – with the ‘won’ segment cycling back to the beginning. We all know new customer acquisition can be expensive – so focusing on retention opportunities just makes good sense.

What do you think of the new waterfall? Are you still living in MQL and SQL ‘land’ and thinking back to simpler waterfall times? Or is this brand new renaissance going to help invigorate your revenue engine?

Are we in a post-COVID event world?

Have you heard the news this past week? Many US concert promoters have announced their summer concert line-ups! America is definitely confident that it’s in a post-COVID music festival world!

We’ve heard from many festival promoters, including Lollapalooza, Riot Fest, and Rockville – mostly occurring later in the summer. And we’ve also heard from some big bands such as Green Day that their tours will be kicking off this summer. Could this truly be the start of live music again? Do you think we’re ready?

How does this translate to B2B? A recent survey found that 93% of respondents are open to attending live events between August and December 2021. 79% of attendees are comfortable with attending live networking offerings at events!

Health and safety remains the top concern for all attendees – and top risk mitigation procedures expected include: sanitizing stations; mandatory masks; social distancing; temperature checks; and even proof of vaccine.

Do you feel comfortable traveling to an in-person event this year? Or would you prefer to paddle past?

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat