Most disappointing results in periodic forecast review trace back to an audience defined too broadly. Discounting solves a problem in the practice within marketing and commercial practice today and creates a larger one next quarter. Participants take away a working set of documents supporting this aspect of marketing and commercial practice, ready to be adapted internally. The method assumes participants will be challenged on their handling of periodic forecast review and prepares them for it. It is written for people who have to make this area of marketing and commercial practice work with the resources they already have. Most organisations already have a policy on this aspect of marketing and commercial practice; far fewer can show it working. Post-incident reviews keep identifying weaknesses in periodic forecast review that were visible long before the incident. The programme is built to be used, and every section of the practice within marketing and commercial practice it covers ends in something applicable. The programme closes with an action plan for this area of marketing and commercial practice that each participant writes for their own organisation.
Expected Learning Outcomes
✓
Set the attribution model for periodic forecast review and understand its limits.
✓
Verify that improvements to periodic forecast review have held six months after they were introduced.
✓
Design the customer journey for periodic forecast review across the touchpoints that actually influence the decision.
✓
Measure customer lifetime value arising from periodic forecast review, not first-order revenue.
✓
Set a realistic target state for periodic forecast review and a defensible route to it.
✓
Align periodic forecast review with the wider objectives of the commercial team rather than optimising it in isolation.
✓
Handle objections in periodic forecast review without conceding position immediately.
Who Should Attend
✓
Account managers responsible for retention within periodic forecast review.
✓
Anyone whose accountability for periodic forecast review exceeds their current formal training in it.
✓
Planning staff whose forecasts and budgets are affected by periodic forecast review.
