Your company may have a GTM-Finance misalignment problem—and you're not alone
The problem ● An uncertain market environment has renewed the focus on driving efficient growth
85% of sales leaders struggle to get budget for headcount
● While this calls for tight GTM-Finance collaboration, the relationship often suffers from friction ● A lack of cross-functional orchestration frequently contributes to insufficient planning, inaccurate quota setting, and misaligned incentives—resulting in unreliable forecasts, unrealistic plans, and missed plans
Salesforce State of Sales Survey
Less than 50% of sales leaders and sellers have high confidence in sales forecasting accuracy
Gartner Research
The root cause ● Lack of common goals —While CROs look to maximize growth, CFOs holds the line on spend/ROI ● Lack of common language —Parallel data and metric definitions; KPIs are unlinked to company strategy ● Isolated viewpoints —Finance hasn’t been in the GTM trenches, while GTM lacks finance know-how Why we’re still talking about it ● Silo problems, siloed solutions —Lack of cross-functional skill sets and tactical delivery expertise ● No blueprint —If there is collaborative intent, there’s a lack of connected data and planning processes ● Avoidance —Whether sales are good or bad, there’s a reluctance to rock the boat with new approaches
94% of B2B companies missed their first-day quarterly forecast by 10% or more in 2021
Forrester Research
Most sales and finance leaders see continuous planning as a key advantage, but over 60% are unable to do it effectively due to a lack of standardized data and processes
CFO Research & Salesforce Survey
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