Executive Overview

Pipeline visibility has been a persistent promise across CRM, revenue intelligence, and forecasting platforms, yet predictable revenue outcomes remain elusive for most enterprises. Over the past decade, CRM platforms have delivered unprecedented visibility into pipeline, activity, and deal progression. Yet CROs continue to face inaccurate projections, late-stage deal surprises, stalled pipelines, and misaligned go-to-market execution.

The challenge is no longer data availability, analytics sophistication, or dashboard maturity. It is the growing disconnect between pipeline visibility and execution discipline.

Clearly, CRO technology strategy in 2026 will be judged not by license cost or seat count but by revenue resilience, seller effectiveness and forecast accuracy.

In this research-led CRO briefing, QKS Group analysts examine why pipeline transparency has failed to translate into predictable revenue outcomes, where CRM-led execution breaks down in practice, and what CROs must fix in sales operating models, governance structures, and revenue workflows in 2026. Drawing from the SPARK Plus™ Buyer Intelligence, this session translates market signals, deal-level patterns, and execution gaps into actionable guidance for revenue leaders navigating tighter growth expectations and heightened forecast scrutiny.

What to Expect

This session cuts through the noise around pipeline metrics and explains why a full pipeline doesn’t always translate into predictable revenue. Attendees will see how real buyer behaviour often diverges from what sellers report, where AI-based forecasts tend to mislead, and what CROs can do differently to regain confidence.

Attendees will also gain clarity on how execution friction emerges across the revenue lifecycle, why traditional usage patterns reinforce observation rather than control, and how CROs must recalibrate systems, incentives, and governance to drive consistency at scale.

Attendees will leave with practical guidance on how to rethink pipeline governance, inspection, and decision-making for the year ahead.

Agenda

Why Pipeline Visibility Still Breaks
- CRM-centric pipeline views reflect seller activity not buyer intent or commitment
- Forecasting models overweight historical close rates and underweight real-time deal risk
- Stage-based pipelines mask deal stagnation, multi-threading gaps, and decision friction
- Sales, pricing, legal, and finance - operate in silos, despite shared revenue accountability
What's Really Causing Revenue Surprises
- "Healthy" pipelines inflated by dormant or low-intent opportunities
- Stage-Based Forecasting Masks Buyer Reality
- Revenue Systems Track Seller Motion, Not Buyer Commitment
How Buyer Behaviour Has Changed
- Buying Is Collective, Not Linear- Nonlinear buying journeys rendering traditional funnel models obsolete
- Increased deal scrutiny, longer consensus cycles, and hidden decision-makers

Analyst Recommendations & Best Practices

QKS Group analysts will offer actionable guidance on:

Transitioning from activity-based pipeline inspection to buyer-intent–driven visibility
Strategically leveraging AI and predictive analytics
Aligning revenue operations, sales leadership, and go-to-market execution
Investing in tools that deliver real-time, actionable insights
Aligning incentives, process design, and CRM workflows around measurable execution outcomes

Who Should Attend

This session is designed for senior leaders accountable for revenue predictability and growth:

Chief Revenue Officers (CROs)
Heads of Sales, Revenue Operations, and GTM Strategy
Sales Enablement and Forecasting Leaders
Marketing and Customer Growth Executives

Why Attend