American Waterfall

Deal-by-deal carry distribution. A working definition from the RGM marketing glossary.

Schematic — American Waterfall

Deal-by-deal carry distribution.

Common mistakes

Worth a slow read.Teams slip on American Waterfall in four familiar ways. Each makes a soft assumption look like a precise number.

One blanket rule. Applying American Waterfall the same way everywhere. Split it by audience, channel, and business model.
No context. Reporting American Waterfall with no baseline. A bare number cannot be judged.
Chasing the word. Optimizing American Waterfall for its own sake. Check it tracks a real outcome.
Raw benchmarks. Stacking American Waterfall against rivals blind. Normalize for margin, pricing, and sales cycle.

What is American Waterfall?

Deal-by-deal carry distribution. Agree the scope of American Waterfall before the planning starts.

What makes American Waterfall worth knowing?

American Waterfall matters because vague vocabulary breaks strategy. A precise, shared definition keeps a team aligned.

How do teams use American Waterfall?

American Waterfall supports a real choice: where money goes, what gets measured, which option wins. The a PE-owned DTC brand case traces it.

What is the most common mistake with American Waterfall?

Chasing American Waterfall as a goal and benchmarking it raw. Both bury the real trade-off underneath.

What is American Waterfall?: Deal-by-deal carry distribution. Agree the scope of American Waterfall before the planning starts.
What makes American Waterfall worth knowing?: American Waterfall matters because vague vocabulary breaks strategy. A precise, shared definition keeps a team aligned.
How do teams use American Waterfall?: American Waterfall supports a real choice: where money goes, what gets measured, which option wins. The a PE-owned DTC brand case traces it.