As I've mentioned previously ...
- "Forecasting is the sum of all knowledge possessed by the Professionals working for a company."
If your company is not actively forecasting future sales by product category and/or marketing channel, your company does not possess as much knowledge as competing companies possess.
Forecasting discipline allows you to identify future challenges and then mitigate them before the challenges become actual problems. Here's our business ... and the forecast isn't all that great, is it?
Build yourself a forecasting algorithm, and then as business results come in, adjust your perception of the future. Make changes. You don't have to be a victim of a bleak future ... fix it!!