Dispatch #001
The forecast is theatre. Here is the evidence.
Every revenue organisation has a forecast. Almost none of them are accurate. The problem is not the CRM, not the methodology, and not the tools. The problem is that forecast reviews reward confidence over evidence, and pipeline metrics measure volume rather than quality.
The articles below diagnose the specific dysfunctions — from coverage ratios that create false comfort to CRM data that reflects process failures rather than causing them. Each one answers a question that most forecast reviews never ask.
The root causes are in the conversations your team won't have — not the CRM.
3x pipeline coverage sounds safe. Coverage is a volume metric applied to a quality problem.
Bad CRM data does not cause forecast problems. It reveals a process problem already there.
Sales velocity tells you how fast money moves through your pipeline.
Discounting buys urgency you have not earned. Here are the legitimate levers.
Most win/loss programmes produce reports nobody reads. Here is how to design one that works.
A pipeline review that works asks what the buyer has done, not what the rep believes will happen.
A review template that asks evidence-based questions in four areas — not a spreadsheet of close dates.
The categories only work when backed by evidence criteria, not rep confidence.
The three questions that matter — and the ones a CRO should stop asking.
38 questions that expose what your sales forecast is hiding.
Pipeline & Forecast Framework →