How a Strong Data Culture Can Make Your Forecasting More Accurate

Sales forecasts are like weather forecasts: you rely on them to plan ahead, but they’re worthless if not backed by data. They’re also notoriously difficult to perfect. Only 45% of sales leaders are confident their organizations have accurate sales forecasts, according to Gartner. 

That’s why at Salesforce, we’ve created a whole culture around data that allows us to make consistent, accurate forecasts. The entire sales organization plays a role in maintaining this culture. Not only that, but we leverage the latest AI technology to help spot inaccuracies before they affect our predictions. How can you do the same? Here’s a deep dive into how a data culture can drive success now.

Give everybody access to the data

This isn’t about egalitarian ideals. Everybody in your organization needs access to the data because everybody — from sales rep to exec — manages metrics that feed a forecast.  

This starts at the opportunity level for the rep. Every rep reviews all the data the company has on a given prospect so they can map out the best path to close a deal. Then, they dig into the sales process.

Up a level, managers look into individual opportunity and pipeline statuses of their entire teams. They spot snags and delays with the help of AI insights, and coach reps to move deals along efficiently.

Finally, leaders review the progress toward sales targets for all teams in weekly executive forecast calls. We visualize data from around the company in a single view. The question at this stage isn’t just, “How are we doing now?” but “How will things look at the end of the quarter and what can derail us?” Identifying possible hurdles to hitting our targets is key to adjusting our strategy to stay on course. That’s why we combine our own internal expertise with the data-fueled insights of Sales Cloud Einstein, which spots potential inaccuracies and problems in our forecasts. When pivots are needed, they’re communicated to managers and reps, who adjust tactics accordingly.

All of this is possible because data access is open across the company — no silos. This means everyone from reps to managers to the C-suite can focus on what’s working and what needs more work. 

Make everyone accountable for keeping data up to date 

We depend on reps, managers, and leaders to keep pipelines moving and targets on track. With these checks in place, we can ensure accurate Salesforce forecasting, adjusting as needed to address business and market changes.

But this accuracy is only possible if we collectively keep all data up to date. The entire sales process (and corresponding metrics) must be mapped and tracked in our single-view platform. In fact, we have a golden rule about this: if it isn’t in our system of record, it doesn’t exist. 

Our process is standardized across teams and is the expectation, not a guideline. Account executives identify, create, and adjust opportunity data. Managers inspect this data, monitor pipeline changes, and add their own feedback and guidance to help close deals. Top executives then investigate trends and redirect resources based on the overall picture. Everyone is encouraged to keep data updated in our system of record because everyone can see and hold each other accountable to it. 

Yes, everybody has a different job description. But as Yan Pu, vice president of sales operations and strategy at Salesforce, notes, everyone works to keep data updated and, as a result, support the accuracy of our forecasts. “If anyone fails to do their part, forecast reviews are inefficient and inaccurate since they’re based on stale data,” she says.

Review data frequently — and be ready to change course 

Staying ahead of change requires us to stay on top of the data. As businesses adapt to uncertainty, so must our sales strategy. But pivoting successfully only works when you review the data regularly and know what’s changing.

At Salesforce, our CEO and COO start each week with a review of week-over-week changes to our sales forecasts. At the same time, managers look at real-time team sales data: how many deals are in each stage and what’s getting stuck. Along the way, reps update and examine their pipeline data with the latest information from live opportunities. Wherever possible, this is managed with the help of automation and artificial intelligence (AI). With comprehensive forecasting tools, for example, managers can quickly see recent changes to opportunity amounts, close dates, opportunity scores, and more. 

In short, everyone is trained to regularly look at what the data is telling us. And because the data is updated regularly — often in real time, with the help of automation — we can change our strategy on a dime and stay on top of fluctuating market conditions.  

A strong data culture is at the heart of Salesforce forecasting

A powerful data culture that feeds accurate forecasts can build accountability, transparency, and efficiency. It’s a formula potent enough to keep your company hitting targets when sales are difficult. The key: making data accessible across your team, staying adaptable, and keeping all employees accountable. 

Watch our “Salesforce on Salesforce” series to learn more about how we tackle Salesforce forecasting, enablement, and efficient selling. From Marketing to Service to Sales Ops and more, we share the tricks of the trade that have helped us become the world’s fastest-growing enterprise software company.