research brief

Listen to Ted Serentelos and Stephen Diorio of the Revenue Enablement Institute explain how CFO’s and growth leaders are leveraging customer engagement data from the front office to generate more agile, precise and reliable revenue forecasts

Pressure to deliver consistent and scalable growth in an uncertain market has led most B2B organizations to put in place increasingly sophisticated long-term relationship structures with customers that involve multiple points of value delivered on a one-time, continual, or consumption basis. As a consequence, financial leaders are struggling to reliably, precisely and quickly forecast revenues in a modern commercial model. Two thirds of financial leaders believe the growing complexity of forecasting revenues and business performance has created operational problems establishing processes to track and manage and maximize revenues over the long term. Increased market uncertainty combined with the inability to quickly adjust manual revenue forecasting and reporting processes have compounded the problem to the degree that 70% of CFOs lack confidence in their organization’s ability to pivot and adapt to shifts in demand, supply and other disruptive events.

To generate more agile, reliable and precise revenue forecasts, CFOs are becoming more data-driven, collaborative and process oriented. Progressive finance teams are embracing the concept of Dynamic Forecasting as a better way to align the organizations’ processes and data across the core business groups to make forecasting more agile, transparent and precise over time. In this research brief, Ted Serentelos and Stephen Diorio of the Revenue Enablement Institute faculty discuss the best ways your organization can make Dynamic Forecasting a reality. They will explain concrete steps the most progressive B2B finance leaders are taking to generate more agile, reliable and precise revenue forecasts, including practical ways to:

• Leverage customer data better visibility into the key signals of customer demand, consumption, retention and expansion required to effectively manage and optimize revenues
• Create better alignment, collaboration, and feedback loops between the front and back office teams
• Automate data flow to accelerate forecasting frequency, reduce the complexity of actively managing the unique revenue attributes of complex long term contracts, and reduce revenue and compliance risk and error.



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Learn how the best organizations are using revenue operations to better align front and back office data, systems, teams and processes to generate consistent, profitable and scalable growth.

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