How Enterprise Leaders use AI, RevOps, and Sales Cadences to Stay Ahead of Unpredictable Markets
Delivering an aligned revenue plan isn’t just a checkbox — it’s the key to securing cross-functional commitment and hitting growth objectives. Clari recently hosted a webinar with Seth Marrs, Principal Analyst at Forrester, to explore the future of sales forecasting and how organizations can turn predictions into revenue growth.
Here are five major takeaways from our conversation:
- “Sellers spend a ridiculous amount of time on forecasting”
A staggering 61% of organizations missed revenue targets in 2023. For enterprises with 1,000+ employees, that number jumps to 75%. According to Seth, sales teams are not spending enough on what matters most — selling.
Sellers must focus on building relationships and closing deals. It’s all about giving sellers more time in front of clients and less time lost in the weeds. This is where AI has the biggest upside for sales now and in the immediate future.
- Forecasting Gets Volatile with Consumption-Based Models
As more companies adopt consumption-based models, forecasting becomes more volatile. Unlike traditional models with fixed contracts, consumption-based models directly tie revenue to customer usage, making revenue streams more volatile and harder to predict.
We emphasized the need for organizations to invest in real-time visibility into usage data, helping sales and finance teams anticipate shifts early and course-correct as needed. The challenge is to move beyond static forecasting models and adopt more dynamic systems that can adjust in real time to changing consumption patterns.
- The Key to Accurate Forecasting: Integration
Fecasting must be friction-free and integrated into your broader tech ecosystem. True forecasting accuracy is only possible when your systems are fully integrated, enabling real-time data flow between sales, finance, and operations.
When data is fragmented, sales teams waste valuable time chasing down information, and leaders are left questioning the integrity of the numbers. But with proper integration, you unlock immediate value: real-time insights, streamlined processes, and more accurate alignment across the organization.
PRO TIP
Don’t just buy technology — build a strategy around how your sellers will use it. Then, choose the tools that fit. - Revenue Cadences: A Key to Success
A strong revenue cadence is critical to long-term success. Sellers need structured, consistent checkpoints to track pipeline progress and keep momentum. For example, a heavy push around targeted events or aligning internal teams to remove roadblocks can drastically change a deal’s trajectory.
Cadences should proactively leverage company-wide resources to help sellers close deals. When everyone knows the deal's details, the conversation shifts from, "What happened?" to "How can we unlock opportunities to win?"
- Nailing Net Retention
Churn is one of the biggest threats to predictable revenue, and it’s hitting companies harder than ever. To combat churn, Seth stressed that Customer Success should take full ownership of retention. This means consistently delivering value to customers throughout the lifecycle, not just when a renewal is approaching. The relationship-building that happens before the renewal period is what sets the stage for success.
When your CSMs are proactive, continuously demonstrating the impact of your solutions, and aligning with customer goals, it’s much harder for competitors to swoop in. This approach ensures that by the time renewal discussions begin, the decision is already made — in your favor.
Closing Remarks: RevOps Unlocks Massive Growth
We ended the conversation by discussing the future of Revenue Operations. According to Seth, CROs need to double down on their RevOps teams. "You need a team that can take strategy and turn it into a force multiplier for your business," he added.
By connecting strategy with tech and data, RevOps becomes a powerful growth engine. It's an exciting moment to be at the intersection of the most critical revenue processes and the most significant transformational shift of our generation.
Watch the full webinar to hear more from Forrester Analyst Seth Marrs.
Ready to transform your sales forecasting and future-proof your strategies? Schedule a demo with Clari today to see how our AI-powered insights can revolutionize your approach to revenue management. Discover firsthand how our technology can unify your data, streamline your processes, and empower your sales team to achieve their goals. Don’t wait—take the first step toward smarter forecasting and greater revenue success!