Understanding how a total market translates into actual sales is a key challenge for marketing and sales teams. Market size is often analyzed separately from sales funnel performance, making it difficult to identify where opportunities are lost.
The Market Waterfall Tool is an Excel-based model designed to bridge this gap. It enables you to structure and visualize the progression from total market (including Total Addressable Market – TAM and Serviceable Available Market – SAM) to opportunities, orders, and sales.
By connecting market size, sales coverage, and funnel conversion, the tool provides a clear framework to assess go-to-market performance, identify gaps, and support data-driven decisions.
Designed for professional use, this tool enables structured discussions across Marketing and Sales teams, even when data is partial or estimated. It is available in two versions:
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Price range: €20.00 through €100.00 Exc. VAT
The Market Waterfall Tool operationalizes the Market Waterfall Analysis by translating concepts into a structured Excel model. It allows teams to move from qualitative discussions to quantitative analysis, making it easier to identify gaps, prioritize actions, and monitor performance over time.
To understand the underlying framework, see our Market Waterfall Analysis page.
Prefer a quick visual overview before exploring the features?
Analyze how your total market translates into opportunities and sales. Identify gaps in market visibility, sales coverage, and conversion performance.
Compare performance across segments and align Marketing and Sales teams around data-driven insights and improvement priorities.
Used to analyze a single market segment from total market to orders or sales. Data is entered directly and results are updated instantly.
Allows filtering across multiple market segments and time periods. This version supports deeper analysis and comparison, helping establish structured and repeatable performance reviews.
Each version allows the display of the following steps:
Flexible Definitions
Graphical Visualization
Multiple Metrics Automatically Calculated
The “Show Toolbar” menu grants access to comments useful for tool customization
The Waterfall by Segment feature allows you to analyze how market size, coverage, and sales performance evolve across multiple dimensions such as regions, product lines, or market tiers.
A key strength of this functionality is the ability to combine detailed analysis with high-level aggregation. Using Excel slicers, you can explore specific segments or consolidate data dynamically to obtain a global view of performance.
The Waterfall by Segment is populated via the dedicated tab “2.1. Data by Segment.”
To ensure data consistency, built-in checks validate numeric inputs and highlight any issues.
The tool includes pre-filled example data to illustrate how segmentation can be structured:
All slicers and structures can be adapted to match your organization’s data and segmentation logic.
Data is consolidated using a pivot table, enabling dynamic aggregation across selected segments and time periods.
You can:
This allows for a clear understanding of how each segment contributes to overall performance.
A key capability of the tool is the ability to hide or display slicers dynamically, enabling different levels of analysis:
For example, you can:
This flexibility supports both operational reviews and strategic decision-making.
After updating data, simply click “Refresh All” to recalculate results.
The Market Waterfall Analysis is most effective when connected to broader marketing frameworks:
Purchase and use of the application are subject to the applicable General Sales Conditions.
General Sales Conditions — English
Conditions Générales de Vente — Français
