Moving from a “work and hope” approach to a metrics-based, validated B2B annual growth plan
In the past few decades as part of various B2B SaaS company executive teams, I can’t tell you how many times I have heard a CEO say something like this: “How about $20M? What do you think, folks? Can we hit that?” And the rest of the executive team signs up for it because it would post a great growth trajectory.
And, being the trouble maker that I am, I would say, “Why do you guys think we can hit that number? Is there any evidence that we can hit it?”
If you are a B2B executive, you are probably laughing because you know it’s true. Not only does this “guess and hope” method lead to missed expectations and waning confidence in the executive team, but it creates uncertainty in your larger growth team. The sales and marketing teams often have little insight into how your number and their associated goals were set – or if they even have a realistic shot at achieving them.
Let pipeline performance metrics predict your future outcomes
About 10 years ago, I stopped asking questions and built ayeQ to answer them. As an engineer turned marketer by a very circuitous path, I had led enough marketing and product teams to know that B2B SaaS companies needed a better way of planning growth. The revenue generating function is, in fact, a repeatable process that can be modeled and optimized.
Using RevOps models and predictive analytics gives you insights into your pipeline and sales velocity. These metrics provide a grounded view of what’s achievable based on actual performance patterns. If your growth goals exceed what these models predict, you’ll know how gapped you are and you can develop a plan for gap closure. Whether it’s resources, budget, or support, the answer lies in understanding and changing the predicted performance in a structured way.
Here’s why this matters:
- Alignment: RevOps models align your people, budget, and goals by providing clarity on where investment is essential.
- Transparency: Unlike AI “black boxes” or standalone mega spreadsheet that few understand, RevOps models are straightforward. Every team member knows what they need to do and how it impacts the goal.
- Actionable Insights: If you need to exceed the model’s projections, RevOps doesn’t just tell you the gap; it tells you how to close it.
- Validity: We’ve been using these models for decades, and they are proven to accurately predict performance and deliver forecasts that leadership can trust.
Your validated RevOps models should output a goal plan that aligns your entire revenue team.
We’d love to hear how your team approaches B2B annual growth planning. With the rise in RevOps, I’m hopeful that you’re hearing the “what do you think, folks?” question less and less often.
Find out how you can use RevOps models to create your growth plan for the coming year. Schedule a complimentary ayeQ consultation.
