Last week we spoke to some SEOs in both agency and in-house roles across all levels of responsibility regarding forecasting; we wanted to understand how often we’re doing it as an industry, how accurate it is and how important we think it can be for creating a business case and getting the appropriate channel investment.
Here are the key highlights:
Nearly 78% of respondents at least sometimes forecast their activity and only 4% never provide a forecast
However, 92% of SEOs asked agreed that forecasting is time consuming
1 in 4 responded that forecast results are not close to actual outcomes
68% believe that forecasting helps to positively manage a client’s expectations and a total of 64% of SEOs asked believe that financial decisions are affected by forecasts; either in winning pitches or increasing investment, with slightly more SEOs who work in-house reporting this to be the case.
The findings cemented what we thought to be the case; that forecasting is increasingly important for winning pitches and getting the appropriate investment for your activity, however it can be time consuming and is often inaccurate. We’re operating in an industry in which our activity is targeted against thousands of various ranking metrics, against multiple competitors and in a landscape that is always evolving; providing a completely accurate forecast is an ambitious challenge, however we can make it easier, we can make it faster and we can continue to get better at it and continue to prove the massive opportunities and revenues that investing in the organic space can bring.
Thank you to all those who contributed and helped us to continue understanding our channel and it’s experts.