OTL Newsletter 4: Revamp your Forecast Meeting.

The Forecast Call. 

The most critical meeting for a sales leader is ironically the one that provides the least value to their sales reps.  

You know the dance…

Sales reps try to sound articulate about their deals, highlight enough risk (without opening themselves up to more questioning) and avoid committing the deal in the month. 

In turn, sales leaders ask hard hitting questions to find out if a rep has “happy ears” or if they are sandbagging their pipeline.  The sales leader is on the hunt for revenue and everyone knows it.  

The sales rep feels exposed, hates the interrogation and is counting down the minutes until the call is over. 

There is a better way. 

A well run forecast calls should have:

1. Structure 
2. Team Collaboration 
3. Coaching

Structure: Consistency and predictability reduces the stress for participants. 

• Leaders should start with a read out of the team’s metrics (IE - closed billings to date, amount in pipeline, gap to plan).  

• Share the format for the meeting and follow a logical pattern (IE “Today we’ll review committed deals first, then upside deals for the month then quarter”). 

• Set clear expectations for the read out prior to the call. (IE “Current State, Next Steps, Risks, Help Needed”). This creates efficiency and helps reps prepare.  

• Share your screen (CRM or forecasting report) so everyone can follow along. Provide advance access to the report so everyone knows what deals are going to be discussed and they can prepare accordingly. 

• Pro Tip: Highlight key data fields in the CRM. For example, hover over the written “next steps” field and if they don’t match the read out, ask for updates to be made.  This encourages the most important fields to be filled out accurately and consistently.    

Team Collaboration: These meetings with your extended team impact team culture. 

• Leaders set the tone. Engage your team and work towards shared goals.  This is a chance to “rally the troops”, not bring out the firing squad.  

• Create space to allow team members to ask for help on this call. Chances are others on the team have gone through a similar scenario and can offer advice. 

• Invite team members collaborating on the deal (IE Solution Engineers, BDRs, CSMs) and specifically ask for their point of view. This is a great way to get a different perspective and assess risk in a deal.  

Coaching: ABC - Always Be Coaching

• Everyone should benefit from the meeting. Forecast calls allow the reps to build their brand internally and get help with their top deals.

• Ask thought provoking questions to get reps to consider an alternative point of view. Set the stage and follow up in a 1:1 for a more in depth conversation. 

• Most importantly, drill into the deal, not the rep. Provide constructive feedback offline, not in the group meeting.  

In summary, well run forecast calls should have the following:  

• Structure - create a predictable format that reduces stress and allows reps to come prepared

• Team Collaboration - Create an environment that fosters group discussion and best practice sharing.

• Coaching - Use the opportunity to ask thoughtful questions and provide guidance that will upskill the rep and team. 

Forecast calls shouldn’t be a readout of details that should already be documented in the CRM. Instead the sales leader should be the coach in the locker room before a big game reviewing plays and boosting morale. Bring the team together, don’t tear individuals down.