Foresite’s Brian Hawkes explains the practical application of driver-based rolling forecasts and performance analytics for realising sales targets and avoiding forecasting becoming an unachieved prediction or statement of aspiration. He explains how up to 95% of commercial activities are inadequately analysed in business reporting and reveals how getting the right information from the right place can be a rich source of analytics for business drivers, limiters and inputs; their impact on sales trajectory and the remedial capability to close forecast gaps. Whilst this information is critical for supporting performance management and financial control, it often does not warrant the complex BI or prescriptive SFA systems that have been the traditional solutions for so long and can distract management from the real issues in their business. Lean and agile systems are robust, easily understood and essential to establishing business forecasts and insights that are both provable and evidence-based.

1. Dynamic Growth Management & Driver-based Forecasting 1 November 2011

3. Rolling Forecast Dynamics £53,249 $86,578 € 72,894 $98,617 Timeline Today ► FØ F/cast

4. Sales Value Chain SALES VALUE CHAIN OPERATIONAL MANAGEMENT SALE SALES PIPELINE 5% 30% 55% 75% 95% ULTIMATE CONVERSION RATE ATTRITION

6. Meeting Forecasts DRIVERS LIMITERS TARGET 100% 150% 50%

11. Taking the ‘if’ out of ‘What if?’