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Use inputs to your growth model, not the outputs, to improve your ability to forecast growth.
Really enjoyed this article. I agree that most people are hyper focused on the result and that the result is very hard to control. It is much more important to focus on what you are going to do to drive the result. Of course you still have to be accurate in modeling the impact of those things to accurately forecast growth.
In B2B I would never get away with that kind of wishy-washy top town forecasting (or goal setting, even worse). I've always had a bottom-up model (here are the programs I am running, these are the results we think we are going to drive as a result and here is the downstream revenue that comes from that). That model should drive the targets and the forecasts. If something outside of my control happens and business lands in our lap - well, great but that doesn't change the model and don't ask me to count on luck every month. And if we miss the goals - I own the problem.
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