The do's and don'ts of sales forecasting

Abstract If there is any one function managers most despise, it is the art of forecasting. By its very nature it concerns guessing the outcome of future events. No matter how sophisticated computer-driven techniques and programs become, the future seems as elusive as ever to managers. In this paper the basics of forecasting and the problems involved with the art of forecasting are examined. A guide of do's and don'ts for managers is presented in an effort to promote more effective forecasting.