# Revenue Forecast for CEOs: Does the Pipeline Support It?

> Revenue forecast for CEOs: what the pipeline lets you expect, how far rEFV departs from it and how earlier forecasts held up – from your Salesforce data.

Canonical: https://funneleconomics.ai/solutions/ceo

Funnel Economics shows CEOs whether the sales pipeline supports the revenue forecast, straight from Salesforce. The metrics show what the open pipeline lets you expect at your own stage win rates and how far rEFV departs from it. They show how close earlier forecasts came to the result. Each metric is read against its own history.

## Which questions do CEOs ask?

Leadership needs answers in value and in time, not in CRM terms. Seven questions can be answered from your own sales data.

### Does the pipeline support the target?

The sum of open deals is not an expected value. [rEFV, the risk-adjusted revenue expectation](https://funneleconomics.ai/resources/glossary/refv), values each open opportunity at its stage win rate and weights the result by SLA Health, with measured factors per band. An SLA value is the time target of a stage; what is compared is the deal's total age. Your organisation sets two such values per stage and opportunity type. rEFV is an expectation, not a floor.

Coverage belongs on the table as a pair. Nominal coverage divides the open pipeline by the gap to target. [HACR, the Health-Adjusted Coverage Ratio](https://funneleconomics.ai/resources/glossary/hacr), puts rEFV in the place of the open pipeline. The finding is the distance between the two values. There is no fixed target value for HACR.

If the amount of the open pipeline rises over several periods while rEFV falls, the pattern is [Strategic Decoupling, when the pipeline grows and its expected value falls](https://funneleconomics.ai/resources/patterns/strategic-decoupling).

[cEFV, the calibrated revenue forecast](https://funneleconomics.ai/resources/glossary/cefv), refers to the end of the period and is the best case of the forecast range, not the realistic case. cEFV is calculated by the optional add-on Funnel Economics Strategist. Strategist is designed to give a forecast for executives as a range of three named cases.

### What is the funnel worth?

Three quantities belong together. [bEFV, the structural expected value](https://funneleconomics.ai/resources/glossary/befv), multiplies each opportunity's amount by its stage win rate from your own history. rEFV additionally weights bEFV by SLA Health, with measured factors per band. [EVL, the distance between bEFV and rEFV](https://funneleconomics.ai/resources/glossary/evl), is not a lost amount.

### How far does the expectation depart from the potential?

EVL is the distance between two expected values, bEFV and rEFV, expressed in euros, not a lost amount. There is no fixed threshold for EVL. What is judged is how the share of EVL in bEFV develops against its own history.

Deals older than the first SLA value of their stage can hold a growing share of open pipeline value, measured against your own history. That pattern is [funnel calcification, the over-ageing of the pipeline](https://funneleconomics.ai/resources/patterns/funnel-calcification). A deal's health band classifies it by total age in the funnel, not by recent movement.

### Who carries the quarter?

When a very small number of deals carries a dominant share of a period's expected value, the forecast hangs on them. This is judged against the history of that concentration itself and the number of deals, not against a fixed mark. See [Bulk Risk Concentration, concentration risk in the forecast](https://funneleconomics.ai/resources/patterns/bulk-risk-concentration).

For the running quarter, Strategist is designed to give three standings: won so far, expected (an upper bound) and the bound of today's stock, no absolute ceiling.

Within the team, [PAS as a combined measure](https://funneleconomics.ai/resources/glossary/pas) shows who carries both decided-row win rate and contribution. PAS multiplies a sales rep's decided-row win rate by their CIF, the share of the team's result. The decided-row win rate is the share of deals won among the deals decided. PAS therefore looks back.

### Is something tipping before it shows in revenue?

Strategist computes two cEFV variants in parallel. cEFV Trend rests on several completed prior periods, cEFV Momentum only on the immediately preceding period. cEFV Momentum below cEFV Trend signals a cooling, above it a short-term acceleration.

### Where are targets missing?

Coverage needs a target. Where a target is missing for a slice, for example one level or one opportunity type, there is no [HACR](https://funneleconomics.ai/resources/glossary/hacr). Nominal coverage divides by the same gap and cannot be formed either. HACR is reported as absent, with the reason, and is not calculated on the target of another slice.

### How good were our forecasts?

[EFV Ratio as the check of forecast against result](https://funneleconomics.ai/resources/glossary/efv-ratio) divides actual Closed Won revenue by the rEFV at the start of the period. It shows how well the forecast was calibrated, not target attainment, and can stand beside a missed plan. [Forecast Integrity, forecast vs actual in sales](https://funneleconomics.ai/resources/patterns/forecast-integrity), describes the check against plan and result as a series across periods.

## Which metrics matter for CEOs?

| Metric | Answers the question | More |
|---|---|---|
| bEFV | What is the open pipeline worth at your own stage win rates? | [bEFV in the glossary](https://funneleconomics.ai/resources/glossary/befv) |
| rEFV | What can be expected once SLA Health is factored in? | [rEFV in the glossary](https://funneleconomics.ai/resources/glossary/refv) |
| EVL | How large is the distance between bEFV and rEFV? | [EVL in the glossary](https://funneleconomics.ai/resources/glossary/evl) |
| cEFV | What revenue does the calibrated calculation give as the best case? | [cEFV in the glossary](https://funneleconomics.ai/resources/glossary/cefv) |
| EFV Ratio | How did the revenue won stand against the rEFV at the start of the period? | [EFV Ratio in the glossary](https://funneleconomics.ai/resources/glossary/efv-ratio) |
| PAS | How do a sales rep's decided-row win rate and contribution stand together? | [PAS in the glossary](https://funneleconomics.ai/resources/glossary/pas) |

:::merksatz
CEOs need three answers from their own sales data: whether the pipeline supports the target, how far rEFV departs from bEFV and how close earlier forecasts came to the result.
:::

## How to get started

Funnel Economics is entering its beta phase. During the beta, you start by running it against a Salesforce sandbox.

Funnel Economics Core is a managed package that runs in your Salesforce org. The prerequisite is Salesforce Enterprise Edition; Data Cloud is not required. There, Core calculates bEFV and a simplified rEFV by health status.

Core ships with dashboards for the executive level. They show target attainment. For dashboard commentary, Core can call a language model. This AI data transfer is off by default and is enabled per org and per user; the package masks personal values before the call.

Funnel Economics Strategist is an optional add-on and not active by default. Strategist requires a per-user authorisation that your Salesforce administrator controls and can revoke. The prepared context then passes through a service we operate to the language model you have chosen, with the names of sales reps and opportunities and record links.

The language model processes the data under your own agreement with the provider. We strongly recommend securing the use of Strategist with an enterprise agreement with that provider, including a data-processing agreement that excludes the use of the data for training. That is a recommendation, not a precondition.

For the CEO role, Strategist carries a catalogue of starter questions in business language. For leadership, Strategist is designed to state age in days, to name any amount beside it for what it is, the distance between two expected values, and to close every diagnosis with two to three options for action.

Discover is meant for trying Funnel Economics before any installation. It is built on a demo org.

## FAQ

### How can leadership tell whether the pipeline supports the revenue target?

From a pair of values and how the pair develops. Nominal coverage divides the open pipeline by the gap to target. The Health-Adjusted Coverage Ratio (HACR) puts rEFV, the risk-adjusted revenue expectation, in the place of the open pipeline. The finding is the distance between the two values. If the amount of the open pipeline rises over several periods while rEFV falls, the pipeline grows and its expected value does not. There is no fixed target value for HACR.

### Do I get a single forecast number?

A forecast answer is a range of three named cases: worst case, realistic case and best case. Each case stands for an assumption about the business, not for a confidence bound. The optional add-on Funnel Economics Strategist is designed to give one. cEFV, the calibrated revenue forecast for the end of a period, is the best case, not the realistic case. The running quarter gets three standings: won so far, expected (an upper bound) and the bound of today's stock – everything open today won, no absolute ceiling.

### Does Funnel Economics give planning certainty?

No, not as a feature of a tool. Planning certainty means that a plan rests on reliable assumptions. For revenue planning, Funnel Economics shows the expected value the open pipeline carries at your own stage win rates, how far rEFV departs from it, and how earlier forecasts stood against the result. These numbers do not say that a result will occur. What stays open is which deals are actually won. If the expected value hangs on a few deals, that concentration risk belongs openly in the plan.

### How good were our forecasts so far?

The check against the result shows that. EFV Ratio divides actual Closed Won revenue by the rEFV at the start of the period. It says how well the forecast was calibrated, nothing about target attainment; it can stand beside a missed plan. Forecast Integrity checks a forecast against two yardsticks: the plan for the same window and the actual result of windows that have run, as a series across periods. A single value says little; the direction across several periods is what can be read.

### Where does Funnel Economics Core calculate, and what leaves Salesforce in the process?

Funnel Economics Core calculates in your Salesforce org. For dashboard commentary, Core can call a language model. This AI data transfer is off by default and is enabled per org and per user; the package masks personal values before the call.

### What leaves Salesforce when Strategist is active?

Funnel Economics Strategist is an optional add-on. The prepared context passes through a service we operate to your chosen language model. Rep names, opportunity names and record links go along by design: an answer with placeholders would be useless. Our leg requires a data-processing agreement, which we are preparing. The language model processes the data under your agreement with its provider. There we strongly recommend an enterprise agreement with a data-processing agreement that excludes training use; a recommendation, not a precondition. Your Salesforce administrator controls and can revoke per-user authorisation.

### What does Core calculate, and what does Strategist calculate?

Funnel Economics Core calculates bEFV and a simplified rEFV by health status in your Salesforce org and shows both in the dashboards. Funnel Economics Strategist forms rEFV with measured factors per health band; further figures such as cEFV build on that.