HomeResearch Articles Reversing the Waterfall: Metrics for Predictive Modeling

Reversing the Waterfall: Metrics for Predictive Modeling

  • SiriusDecisions has defined a set of core measurements to demonstrate marketing’s demand creation contribution
  • These numbers can be used to predict future pipeline and revenue, and reveal the volume required at each phase to meet goals
  • When combined with cost per inquiry, cost per lead and budget, marketing can more accurately estimate its requirements
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