Ecommerce Playbook: Numbers, Struggles & Growth CFO Summit: Board, Budget, Bonus - The Forecasting Framework for 2026
Nov 20, 2025
In this session, a forecasting framework is unveiled to guide ecommerce brands into 2026. Key highlights include the three scenario types every CFO should master and the importance of basing plans on real data. There’s a deep dive into common forecasting pitfalls to avoid, and a four-step process for building robust financial models. The discussion also emphasizes the critical relationship between marketing strategies and revenue forecasting, while establishing the need for daily execution and accountability to adapt quickly.
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Forecasting As Your Operating System
- Forecasting is the core operating system that aligns incentives and behaviors across an organization.
- Anchor forecasts in present reality, not hope, to design realistic strategies and incentives.
Board Prep During BFCM
- Taylor described preparing a board meeting right during BFCM while managing long-term 2026 planning.
- He emphasized leaders must focus on future planning even amid intense short-term execution.
Make Three Named Scenarios
- Build three scenarios: board (conservative), budget (50th percentile), and bonus (stretch).
- Use each to align with stakeholders: board/bank, cash planning, and team incentives respectively.