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A forecast that survives the quarter.

Forecast bingo is not a rep problem, it is a design problem. Without uniform stage discipline, deal ownership and pipeline coverage, every quarter brings a surprise. We bring forecast discipline into HubSpot or Salesforce. The number at the end of the month then matches what you knew halfway through.

Book a strategy call Take the Maturity scan first
What do you get?
  • 01
    Forecast model Commit, best case and pipeline. Updated weekly, with roll-up per rep, team and region.
  • 02
    Coverage dashboard Pipeline coverage ratio per stage, win rate, deal velocity and slip tracking in 1 view.
  • 03
    Pipeline review cadence Weekly review with agenda, deal rotting rules and escalation path.
The observation

Forecast deviates because the pipeline is not maintained uniformly.

The average B2B forecast deviates 20 to 40 per cent per quarter. Not because reps lie, but because there is no design underneath it. We do it differently: we replace gut feeling with definitions, slip tracking and a weekly cadence that forces decisions. Underneath, that only works if your sales process and stages mean the same thing to every rep. These are the four symptoms you will probably recognise.

01

A 70% deal means nothing

Rep A calls a deal 70% when the proposal is out. Rep B when the demo went well. The sales manager adds both up and gets an unusable total.

02

Deals slip every month

Close date shifts by one week every week. The sales manager only notices when the quarter closes. Slip tracking is missing or never reviewed.

03

Pipeline coverage is a gut feeling

"We have enough pipeline" is based on the top 10 deals. The long tail of early-stage deals is not counted as a ratio against the quarterly target.

04

Weekly review turns into a status roundup

Reps give a status update per deal. Everyone spends an hour, no one makes a decision. No sharp questions, no escalation, no intervention.

How we get there

Four phases over six to eight weeks.

We work from the existing pipeline. Not building a new model on a theoretical basis, but bringing discipline to what is already there. If the CRM architecture needs a major clean-up first, we will say so honestly.

01 Week 1

Pipeline audit

We measure your current forecast accuracy, slip percentage, coverage ratio and deal velocity. Interviews with the sales manager and three reps about the weekly cadence.

Wat je krijgt baseline report with forecast deviation and top 3 improvement directions
02 Week 2·3

Model and stages

Commit, Best Case and Pipeline definitions. Sharpen stage definitions where they are unreliable. Agree coverage targets per stage with sales leadership.

Wat je krijgt forecast spec, stage definitions and coverage targets per stage
03 Week 4·5

Build in HubSpot or Salesforce

Properties, workflows and dashboards. Forecast roll-up per role. Slip tracking and deal rotting rules. Coverage view per stage live.

Wat je krijgt forecast and coverage dashboard live, slip report active
04 Week 6·8

Cadence and coaching

Pipeline review template and commit call template. Four weeks alongside your sales manager to practise sharp questions and embed the discipline.

Wat je krijgt weekly cadence running and sales manager playbook
Who helps you

Architect, builder and RevOps lead.

Forecasting is people work plus design. Yoni handles the design, Carsten the hands-on build in HubSpot or Salesforce, Carel the RevOps connection with marketing and service.

Fits within the broader sales engine of Addmark.

  • Yoni Lammens

    Yoni Lammens

    Strategist & Sales Architect

    Designs the forecast model and coverage discipline. Coaches your sales manager on the weekly cadence: which questions to ask, when to escalate, when to write off a deal.

  • Carsten Huiskamp

    Carsten Huiskamp

    Consultant & online marketeer

    Builds the forecast properties, workflows and dashboards in HubSpot or Salesforce. Slip tracking, deal rotting and coverage reporting. Makes sure the number in the view is correct.

  • Carel Schrier

    Carel Schrier

    RevOps Lead / Strategist

    Brings forecast discipline to the board. Connects sales forecast with marketing attribution and service retention, so the board report tells a coherent story. Present at the first meeting.

Case · B2B mid-market

From 35 per cent forecast deviation to a number that survives the quarter

A B2B SaaS scale-up landed every quarter differently from what had been promised. The sales manager kept his real numbers in Excel alongside the CRM, a 70 per cent deal from rep A meant something different than from rep B, and the board only heard in the final week where things would land.

In seven weeks we defined Commit/Best Case/Pipeline definitions, agreed coverage targets per stage and built slip tracking into the Sales CRM setup. The pipeline review now runs on a dashboard, not on gut feeling. After two quarters the forecast deviation was below 10 per cent.

Read more cases
B2B client
Sales Director, ~60 employees · B2B client
35% to <10%
forecast deviation
7 wks
model, dashboard, cadence
2 quarters
to stable result
Frequently asked questions

What clients usually ask.

Honest answers to the questions we hear before almost every engagement.

What is a good pipeline coverage ratio?

Rule of thumb: 3x for inbound-heavy teams, 4 to 5x for outbound-heavy. Below that your forecast becomes unreliable, above that you overcommit on deals that will not close. Measure per stage, not just on the total.

How do you measure forecast accuracy?

The difference between what you committed at the start of the quarter and what you actually closed at the end. Below 10 per cent deviation is excellent, 10 to 20 per cent is normal for mid-market, above that points to a design problem in the pipeline.

How long does a forecasting engagement take?

Six to eight weeks for model, dashboard and cadence. The real improvement in forecast accuracy only shows after 1 or 2 quarters, because the rhythm needs time to embed. That is why we stay alongside for four weeks to fine-tune.

What does forecasting and pipeline management through Addmark cost?

Our services are tailored and are usually part of a RevOps-as-a-Service retainer where strategy and execution come together. Book a call and we will put together a proposal based on your situation.

Do we need a commissions tool like QuotaPath?

Not automatically. For teams under 15 reps, commission calculation works fine in HubSpot properties or a shared sheet. QuotaPath or CaptivateIQ makes sense from 20 reps and complex comp plans with spiffs and accelerators.

Can our sales manager handle this in-house?

Yes, and that is ultimately the goal. We set up the model, dashboard and cadence in six weeks and coach your sales manager to run the weekly review sharply on their own. After that it runs without us.

How do we know if we need this?

Three signs: a forecast that lands differently every quarter than promised, a sales manager keeping their real numbers in Excel alongside the CRM, and deals shifting one week forward every week. Our Maturity scan gives a first indication.

Do AI agents like Breeze help with forecasting?

Only useful once your pipeline discipline is in place. An agent can flag deal risks and prepare commit calls, but only on clean data. We build the foundation, then you can layer AI on top.

Ready to get started?

Ready for a forecast that no longer fluctuates?

Start with a conversation. We do a light pipeline audit, look at your current forecast accuracy and give you an honest baseline. Then a focused scope.

Book a strategy call Take the Maturity scan first