Ostensibly straightforward, the forecasting process is important for charting course and spurring company morale. If done right, forecasting can be a lighthouse to success; done wrong, it can be a red herring that leads to misaligned expectations and results. Further adding to its complexity is the fact that forecasting can also change based on a company’s size and goals, as well as external or market factors.

While there’s no one-shoe-fits-all approach, there are similar steps to forecasting success. Revenue Brew spoke with the Zoltars of ShipMonk, Google, and Sage to learn how each approaches forecasting to fit their specific needs.

Balancing hope and reality: Aras Kolya, CRO at the e-commerce fulfillment and logistics company ShipMonk, said that nailing a forecast comes down to being sober in the face of desired growth. This means relying less on emotion and more on data.

“You move to a signal-based forecasting model,” Kolya said. “Going from the bottom up, everything from pipe health, channel velocity, what kind of onboarding bandwidth do we have, and then overlaying that with the data that you categorize as important to your business.”

Kolya suggests approaching forecasting as if it were a product that needs to be altered according to market or scale to allow for flexibility. If you’re forecasting on something static, then you won’t be ready for market changes.

Keep reading here.—BS

Churn, SaaS lingo for losing a customer, is an unavoidable and unwelcome part of the job of any customer success manager.

According to Recurley’s 2025 churn rate report, churn hits every industry.

• DTC subscription businesses, the report found, see higher customer churn rates than B2B businesses.
• Other consumer-facing industries like digital media, CPG, and retail see an average churn rate of 6.5%.
• On the lower end, Recurley noted that B2B companies, especially software and professional services, had average churn rates of 3.8%.

Churn can be caused by a lengthy list of factors (including the customers themselves), but ultimately CSMs are generally blamed for attrition by their company’s go-to-market teams. The customer success leaders Revenue Brew spoke with, however (and, well, obviously), offered some pushback.

Keep reading here.—LI

As it continues to emerge as a force in social media ad sales, Reddit has revealed it is creating a new leadership role dedicated to global sales.

The company announced today that it is bringing on Jia Hyun to serve as VP of global large customer sales. Hyun has previously worked at Citigroup, GE Capital, and most recently at LinkedIn, where she served as head of North America and LATAM enterprise.

The company said this experience is what makes them think Hyun will be perfect for the role.

“Jia’s experience scaling global businesses and deep connections across the advertising industry will be instrumental in driving Reddit’s next phase of growth. In this newly created role as VP of Global Large Customer Sales, Jia will continue our expansion in both the US and international markets as we deepen our relationships with the largest advertisers worldwide,” Mike Romoff, Reddit’s CRO, said in an email.

In the company’s first quarter report, Reddit posted revenue growth of 61% year over year, totaling $392.4 million. In the same period, international revenue outpaced domestic growth, surging 82% year over year.

According to the company, the jump in sales growth, both in the US and overseas, is precisely what Hyun is expected to oversee in this new role.

“Great advertising creates value by forging real connections between brands and people. On Reddit, brands have a unique opportunity to do that by engaging with passionate communities in authentic, dynamic ways, at the heart of meaningful conversations and idea exchange. I’m excited to build on the strong foundation this team has laid and help global brands form impactful relationships with the communities that matter most to them,” Hyun told Revenue Brew.