212. George Storm, CRO at N.rich - Why your SaaS Forecasting Is Broken & Inaccurate

In this episode, we’re joined by George Storm, CRO at N.rich, for a conversation about why traditional B2B SaaS forecasting is no longer good enough in today’s market. George shares how N.rich, the European ABM platform, helps sales-led companies influence complex buying committees, warm up priority accounts, and progress accounts before sales ever reaches out.

We spoke with George about why forecasting can’t be treated as a static quarterly exercise anymore, why revenue leaders need to account for macro signals like layoffs, budget freezes, acquisitions, interest rates, and market turbulence, and how to move from fixed-number forecasting to ranges, probabilities, and continuous forecast loops. He explains why CROs should think in “regimes” like calm, turbulent, and stormy markets, and how that changes the way you model win rates, sales cycles, ACV, and pipeline coverage.

Here are some of the key questions we address:

• Why is traditional SaaS forecasting broken?
• Why should forecasts be modeled as ranges instead of fixed numbers?
• How do macro signals like layoffs, acquisitions, and budget freezes impact pipeline confidence?
• Why can historical win rates be misleading in today’s market?
• What does it mean to forecast in calm, turbulent, or stormy weather?
• How can CROs build a continuous forecasting loop instead of relying on quarterly updates?
• What should revenue leaders monitor weekly to avoid surprise misses?

🎧 Tune in to hear how George thinks CROs can build more realistic, adaptive forecasting models in a market where hope is definitely not a strategy.