Is your B2B company missing its forecasts? Is that derailing strategic planning, board meetings and fundraising? My colleague, Philippe Bouissou, applied his 4 alignment axis model to the question of forecast accuracy, marketing attribution and the role of revops.

His answer is misunderstanding of revops, false specificity in attribution and misalignment. The misalignment is between the levers that drive the forecast and the forecast itself. I recommend reading his detailed article.

Want to know why most B2B companies are not making their numbers?

It was a pleasure to be a thought partner, editor and provacateur for this blog (originally posted on