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6 Strategies to

Building Your 

Sales Forecast

How to build a sales forecast you can 

believe in… and have your 

stakeholders believe in you.

Courtesy of TopOPPS


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“You missed the number? Hey, no problem, you’ll get it next quarter!” said no CEO 
or board member ever!!!

Credibility in hitting the number is absolutely the most important thing for a sales 
leader.  And these leaders that hit their number regularly, don’t have it easy.  It’s 
usually a grind with a mad scramble at the end of the quarter to hit plus or minus 
5%.  

It doesn’t have to be such a painful process.  If you can trust what you see in the 
pipeline and that your pipeline is filling at the appropriate rate with qualified leads 
and opportunities that fit your ideal customer profile, you can have confidence that 
you’ll hit your number.  (Here’s a simple

 guide for analyzing the pipeline)

Before I tell you what’s needed to have a sales forecast you can trust – let’s look at how 
we create and manage a forecast today.  

INTRODUCTION

For many, it’s that time again…..It’s time for 
next quarter’s sales forecast.  For serious sales 

leaders, this is no trivial task. 

By Jim Eberlin 


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If you’re like most execs in sales or sales ops, you’re armed only with a couple of 
reports from your CRM and a spreadsheet. You list and manage the opportunities 
by sales rep and by stage – then you spend a lot of time in conversations with your 
sales team.  Eventually you contact them daily for status updates.  Conversations 
are great with the sales team – especially on strategy to close deals, but it’s such a 
waste of valuable time to do daily status calls between manager and sales rep on

the same deals.   You still end up with minimal visibility and knowledge about 
deals.  And this leaves very little time for selling, coaching and strategizing - 
among other priorities.     

When you print out the pipeline for the team – it shows 3x to 4x the number.  
Questions you should ask yourself.  Can I rely on that 3x to 4x pipeline number?  
How do I find out how good that pipeline really is?  Can I rely on my weighted 
average number? Is there an easier way to get visibility into deals?  What do I have 
to do to get this forecast to where I can trust it?

Additional side effects that your current sales forecasting process causes:

Because the current sales forecasting process is such a time suck, you hardly have 
any time left for:

1.

Coaching and developing the sales team

2.

Work on maximizing conversions throughout each stage

3.

Ramping new sales reps 

4.

Understanding the effects of my lead-gen effort

And by not spending enough time on these four things, closing business and quota 
attainment suffers.  

How “Not” to Forecast

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Sales Automation for the Sales Forecast 

Imagine if you had an expert coach that knew your sales process and prompted 
you on a logical next step on a deal that was still active but you were starting to 
neglect?  Or if all of your deals magically went to the appropriate stage and 
milestone and gave you an accurate forecast.  These are examples of what 
automation can provide.  Automation is valuable because it saves a ton of time, 
and it organizes and applies discipline and rigor without the manual effort.  With 
process, workflow, and pipeline hygiene automation, an entire sales team will have 
a lot more time for selling and more value-added activity.  These efforts are 
normally manual, time consuming and error prone.  

The Use of Artificial Intelligence

A.I. provides an order of magnitude of valuable information and insights for sales 
forecasting.  By applying the disciplines of sales automation for sales forecasting, 
data can be analyzed and insights derived.  For example, insights can alert you to 
whether you have enough pipeline to hit the number this quarter or next quarter, 
and it can tell you what to do about it, such as how much to increase Average 
Selling Price, or increase lead gen efforts or conversion rates.  

Do not use BI tools for sales analysis!

Leave the Business Intelligence tools for accounting, HR or other departments 
where the data is more manageable.  Using BI against untamed data in the CRM is 
almost as bad as using the spreadsheet. BI tools in the sales department usually 
end up as great looking graphs displaying insufficient and inaccurate data 
regurgitated from the CRM.  These tools lack the automation of a sales forecasting 
application and the artificial intelligence to keep the pipeline with clean hygiene, 
realistic deals and accuracy.  

How to Create & Manage Your Sales Forecast 

…So You Can Trust It

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So, how do you apply sales automation and AI to your sales forecast?

The following are 6 strategies that can be utilized through automation and A.I., that 
will enhance the sales forecast as well as provide additional benefits to increase win 
rates and quota attainment.  

1.

Prescribe rules for the sales process
Create rules for advancing and regressing leads and opportunities as well as 
when and why to close them as a loss.  Keep everyone from management to 
the sales rep on the same page about process rules.  Discipline around when 
to move a deal, why, and where it belongs will keep things well organized and 
consistent. Here is a great resource on how to build, tweak or overhaul your 
sales process - 

How to Build a Winning Sales Process Guidebook

– or 

The 

Sales Process Evaluation Guidebook 

2.

Enforce the sales process
CSO Insights research shows a 23% increase in quota attainment occurs when 
a rigorous sales process is used.  By understanding how a deal flows through 

6 Tenets of an Accurate Sales Forecast 

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the funnel you’ll have accurate information on where deals 
get stuck and conversion rates.  This is important 
data-driven coaching information.  And it’s not enough to 
just have a process.  Many do, but it’s just written down 
somewhere or a powerpoint print out is pinned up on a 
cubical wall and therefore loosely adhered to.  There 
needs to be reminders to the sales reps on the next step 
that follows the appropriate sales process.  These steps 
have a time limit if done effectively.  Automation serves 
sales reps in this way – increasing the likelihood of a sale.   

3. 

Enforce pipeline hygiene
Making sure information is accurate, up to date and 
removing deals that don’t belong, improve analytics 
immensely.  

4. 

Make it easy to update the CRM
Sales reps need to provide their point of view on deals.  
These status updates need to be in the CRM as soon as 
possible after any meeting or communication with 
prospects and customers.  

5. 

Capture “the right” signals for Artificial Intelligence
Artificial intelligence can provide great insights, but false 
signals could distort prescribed insights for decisions.  
Quality signals such as emails from prospects and 
meetings from the sales teams’ calendars are helpful to 
determine opportunity quality.  

6. 

Analyze how deals flow through the funnel by rep and by 
time
Now that you have 1 through 5 of the strategies in order, 
managers and sales reps have sufficient and accurate data 
amplifying their ability to get real insights.  This guidebook 
explains how to 

analyze performance and customize 

coaching

 to get the entire team exceeding quota.


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To see how sales automation and artificial intelligence 
can be applied to give you a consistent sales process 
and accurate forecast with TopOPPS 

request a demo

SUMMARY

By applying automation and AI in this way, you’ll be able 
to trust your sales forecast, while developing and 
making your sales team better.  No longer will you 
wonder if the 3x or 4x pipeline coverage are really 
comprised of good deals.  Conversations that you are 
having with the sales reps will make their way into the 
CRM for better analysis and decisions.  Ramp time of 
sales reps will be quicker, providing faster times to 
quota attainment.  And you’ll have time along with 
data-driven analytics to better coach the team.  And 
thank goodness – you can finally get rid of that 
spreadsheet!