Forrester's B2B revenue waterfall replaces the traditional sales funnel with a cleaner framework for tracking opportunities. Only about 25% of revenue comes from new customers, the rest from existing relationships.
Before we get too far into the MSP side of sales, marketing, and customer success, I want to talk about something that spans every industry. Forrester does a ton of research on this, and they've created something they call the B2B revenue waterfall. This is business-to-business sales in a nice clean package, and Forrester kind of helps us explain this outside of the traditional sales funnel that you may have seen other places in your, in your sales journey. Traditional sales funnel is just prospect working our way down through to somebody who might buy our product after they've been through a demo or two. We're also gonna see that as they start to break out those targeted opportunities, the folks who we have the opportunities to earn money from, new acquisitions are only a quarter of them.
