Accurate, effective sales forecasts and plans involve an integration of subjective and objective knowledge and balanced top-down and bottom-up input and needs.

The sales team applies its specific micro view of the territory based on past and present trends. Team members also integrate their unique knowledge of changes within their primary customer operations. This knowledge is blended with the marketing department’s macro view of market segments, industries, environments, regulations, demographics, psycho-graphics, technology, economy, competitors, suppliers, and lifestyle changes.

The third ingredient in this amazing blend is the contribution made by senior management and executives, hopefully with the help of the company’s financial minds. They contribute any changes in organizational directions or business focus, financial requirements (return on investment [ROI], return on investment capital [ROIC], shareholder value, return on net assets [RONA], etc.), productivity requirements, and resource availability. The combined result can be a disaster or a phenomenal contribution to your sales team’s success