This is part 2 of the episode with Emily Kramer on Planning and Forecasting. If you haven’t checked out part 1 yet, you can check it out here (https://www.revenuehero.io/the-pipeline/the-revenue-stream/marketing-planning-forecasting-part-1)
In this episode, Emily pulls up a sample forecasting spreadsheet and walks me through how I can improve my current planning and forecasting process.
We spoke in depth on granular forecasting techniques, including separating new revenue from expansion forecasts, analyzing traffic sources, and creating accurate forecasts across different marketing channels. Emily underscores the significance of using historical data, setting realistic assumptions, understanding marketing’s strategic role, and practical tips on handling big projects without historical data.
This is episode was a masterclass in planning and forecasting for me. And I had loads of fun as well.
00:00 Introduction
01:30 Spreadsheet analysis and planning
03:46 Emily Kramer’s feedback on the forecast
13:05 Connecting assumptions to forecasts
19:58 Forecasting projects without historical data
22:55 Impact of historical data on forecasting
23:43 Analyzing conversion rates and traffic
25:18 Creating dynamic models for forecasting
27:34 Importance of historical data and assumptions
32:48 Collaborating with finance and data teams
34:44 Common mistakes in marketing planning
37:26 The role of attribution in forecasting
39:13 Conclusion and final thoughts