Applied knowledge
Once you have analysed the patterns in your sales as described in the previous chapter, you will have acquired a considerable understanding about what moves the numbers. If you are not planning to use cause and effect to forecast your sales, and even if you are, you need to review all the information you can collect about your sales environment and apply your judgement to projecting the trend. When reviewing the environment, it is logical to start with the big picture and work inwards towards your own office.
The big wide world
Acting from the same script
The broad economic outlook is so important that the prospects are usually agreed at the corporate level before any round of forecasting and budgeting begins. This ensures ...
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