The hidden challenges of forecasting accuracy in B2B sales

Let’s dive into the core issues and explore how they can be addressed.

1. Qualifying in vs. qualifying out

One of the most pervasive issues we see is a culture of “qualifying in” deals rather than “qualifying out.” Sales reps, and sometimes even sales leaders, can be hesitant to be fully honest about deal health and the real weighting (not just the one on the CRM). There’s often pressure to maintain an optimistic outlook, leading to inflated pipelines and forecasts that don’t reflect reality.

The problem? Overloading your pipeline with questionable deals makes it harder to focus on high-value opportunities and significantly distorts forecasting accuracy. A shift toward a culture of qualifying out—removing unviable deals early—can create a more realistic and actionable pipeline.

2. Lack of early opportunity identification

Without clear criteria for identifying high-performance opportunities at the start of the process, sales teams risk flooding the pipeline with poor-quality deals. This pollution reduces the likelihood of successful conversions and undermines the entire sales strategy.

High-performing organisations take the time to define what an ideal opportunity looks like and ensure their teams are equipped to spot these early. Clear parameters and consistent training on what qualifies as a strong opportunity are essential.

3. Inconsistent deal health assessment

Another major barrier to forecasting accuracy is the absence of a unified approach to qualifying and assessing deal health. Many organisations lack a robust qualification process that is consistently applied across the sales cycle. Without it, sales teams rely on gut feelings or subjective opinions, leading to inconsistent evaluations and unreliable forecasts.

Implementing a standardised qualification process that is embedded into the sales workflow not only improves accuracy but also ensures that teams are speaking the same language when evaluating deals.

4. The right questions aren’t being asked

Finally, many sales reps simply don’t know which critical questions to ask when evaluating deal health. This results in assumptions about a deal’s viability rather than a thorough understanding of its status. Without the right information from the client, deals are left to chance, creating unpredictable outcomes.

Training sales teams to ask the right questions and probe deeper during client interactions can uncover red flags and provide clarity. A structured questioning framework can make all the difference in ensuring deal health is accurately assessed.

Addressing the challenges

So, how can sales leaders address these issues and drive better forecasting accuracy?

1. Cultivate a culture of qualifying out: Encourage honesty about deal health and remove pressure to inflate pipelines.
2. Define high-performance opportunities: Establish clear criteria and train teams to identify them early.
3. Standardise deal qualification processes: Create a unified framework for assessing deal health and apply it consistently across teams.
4. Equip teams with the right tools: Provide training on the critical questions to ask and build these into your qualification process.

What’s next? Join the conversation

Forecasting accuracy isn’t just about better predictions—it’s about aligning your entire sales organisation toward consistent, scalable growth. By addressing these internal challenges, sales leaders can build more resilient pipelines, empower their teams, and improve their ability to deliver predictable revenue.

What’s your experience with forecasting accuracy? Are there other factors you’ve seen impacting your team’s ability to predict outcomes? Share your thoughts—we’d love to hear them.

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At Flume, we’re here to help sales teams implement behaviour-driven strategies that make a measurable difference. Get in touch to learn more about how we can support your sales team’s success.