Master Sales Forecasting Best Practices for Revenue Growth


As a Chief Revenue Officer (CRO), you’re not just accountable for hitting revenue targets; you’re also responsible for understanding and forecasting how and when those targets will be met. This guide dives deep into Sales Forecasting Best Practices that will help you lead with more confidence and accuracy.

If you haven’t yet examined opportunity exit criteria as part of your RevOps strategy, you may find our blog post on that subject beneficial for setting the stage.

Sales Forecasting Best Practices

The Difference Between Close Rates and Win Rates

Before diving into sales forecasting best practices, it’s essential to understand key metrics that influence it. Two often-confused terms in this realm are Close Rates and Win Rates. Though they may sound similar, they serve different purposes and are calculated differently.

  • Close Rate: This rate measures the percentage of all opportunities that end in a ‘Closed-Won’ stage. The formula is:
Close Rate = # ’Closed-Won’ Opportunities / # Total Opportunities × 100
  • Win Rate: The Win Rate specifically looks at the percentage of ‘Closed-Won’ opportunities against the ‘Closed-Lost’ opportunities. The formula is:
Win Rate = # ’Closed-Won’ Opportunities / (# ’Closed-Won’ Opportunities + # ’Closed-Lost’ Opportunities) × 100
When to Use Each
  • Use Close Rate when you need a more overarching view of how many opportunities actually turn into business, irrespective of those that were lost.
  • Win Rate, on the other hand, is more effective when you’re looking specifically at how well your team is doing at converting opportunities that have reached a decision stage.

Incorporating Forecasting Percentages

Forecasting percentages provide a numerical way to express the confidence level that an opportunity will close. These percentages can be tied to different opportunity stages and their corresponding exit criteria.

Best Practices
  1. Utilize Reporting: Use your CRM to analyze how opportunities close relative to specific exit criteria and stage. This data-driven approach allows you to fine-tune your forecasting percentages more accurately over time.
  2. Time-Based Analysis: Regularly examine how time impacts your forecasting percentages. The longer an opportunity stays in a particular stage, the less likely it is to close successfully.

The Benefits of Using Forecasting Tools

When your organization reaches a stage where the budget allows for additional technology investments, and the complexity of your sales cycles warrants it, adopting a specialized forecasting tool can be a game-changer.

Why Use a Forecasting Tool?
  1. Data Aggregation: Tools like Aviso and Clari consolidate data from multiple sources, providing a more unified view of your sales landscape.
  2. Predictive Analytics: Advanced algorithms help you anticipate sales trends, making your forecasts more reliable and actionable.
  3. Real-Time Insights: Gain real-time insights into your pipeline, enabling quicker course adjustments and better decision-making.
  4. Ease of Use: User-friendly dashboards and reporting functions save time and increase productivity.

The Top 5 Deals and Upward Accountability

Importance of Reviewing Top 5 Deals

Your top 5 deals should always be part of your forecast review. These are the deals that can significantly affect your quota and require careful attention to detail. Reviewing these deals in your forecast meetings ensures that no vital aspects are being overlooked.

The Rise of Upward Accountability

With the modern focus on data and metrics, the accountability for accurate sales forecasting is moving up the hierarchy. CEOs now often participate in forecast and deal reviews, bringing a new level of scrutiny and expectation to these processes.


Mastering sales forecasting is not just about numbers; it’s about understanding the nuances that affect those numbers and driving actionable insights from them. By incorporating best practices into your strategy, from understanding Close Rates and Win Rates to effectively using forecasting percentages and leveraging specialized tools, you set the stage for more predictable and sustainable revenue growth.

For deeper insights into the relationship between RevOps and sales forecasting, consider reading our blog post on the ‘Role of RevOps in Driving Revenue‘.

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