This perspective is authored by Eric Boduch, co-founder of Revcast, founder and CEO of the 24 and Up startup studio, and co-founder of Pendo.

The latest tariff war isn’t just a policy debate — it’s a direct hit to both consumer and business spending. Prices are rising. Budgets are tightening. Confidence is wobbling. Whether you're selling to enterprise buyers or everyday consumers, the macroeconomic headwinds are real, and they’re already reshaping demand.

At a time like this, companies face a simple but brutal question:

"How do we still hit our revenue targets — and what are our options to get there?"

This is where many teams stumble. Strategic planning becomes reactive. Scenarios live in disconnected spreadsheets. Resource decisions get politicized instead of prioritized and data-driven. And by the time a plan is aligned, the conditions have shifted again.

We’re not just in a volatile moment; we’re in a world where the ability to rapidly explore multiple paths to your revenue goal isn’t a nice-to-have. It’s a survival essential.

A Planning Crisis, Exposed

The truth is, most companies aren’t set up to move fast or collaborate effectively when things change. Planning is slow. Data lives in silos with debate over which "truth" is true. Assumptions are implicit. Trade-offs are hard to see and even harder to align around.

When macro conditions shift, plans must be revisited as businesses need to quickly ask:

• What’s our exposure?
  
• What are the levers we can actually pull?
  
• How do we reallocate spend and talent to protect growth?
  
• What’s the smartest way forward — and how confident are we?
• How can we stay closer to monitor what's working vs. not?
  
  

Unfortunately, most teams don’t have a system to answer these questions in real time. It's too time- and resource-intensive to gather and understand the data. Analysis of that data is error prone and often biased. By the time you get to something meaningful to review, you're lagging behind what's happening in real time. Instead, teams and leaders are left guessing — or worse, frozen.

That’s Where Revcast Comes In

Revcast helps companies move from reactive planning to confident, agile decision-making. We've designed the solution to make it easy to model multiple scenarios, test assumptions, and see how each path impacts your revenue outcomes. No more siloed spreadsheets or war-room fire drills — just collaborative, software-powered planning that’s built for speed, clarity, and execution.

It's all about making sure you're optimizing your entire GTM supply chain, as you consider the complex interplay of key inputs: budget, hiring, headcount allocations, attrition, ramp times, pipeline generation and coverage, quota attainment, and what's happening at the closing stages (win rates, average selling price, etc.). How do you best reshuffle these pieces when there's a disruption or new risk?

With Revcast, you can:

• Rapidly explore and compare GTM scenarios based on shifting macroeconomic conditions.
  
• Expose the key assumptions behind each plan — and what happens when they change.
  
• Model trade-offs in real time: more quota carriers vs. more pipeline generation? Headcount pause vs. reallocation?
  
• Collaborate across teams, so Marketing, Finance, Customer Success, and Sales are working from the same playbook.
  

Bottlenecks, Levers, and Confidence

Planning isn’t just about forecasts. It’s about understanding where the emerging bottlenecks are and how to optimize your spend to remove them.

As a single, consolidated place to get everyone on the same page and using current insights, Revcast helps teams pinpoint the real constraints: Is the problem pipeline volume? Sales velocity? Rep capacity?

Once you know, you can make targeted decisions — more BDRs for this team; more spend on lead gen for this segment; fewer low-yield hires — and actually feel confident they’ll move the needle.

When everyone’s aligned on the data and assumptions, decision-making moves faster, and trade-offs are clearer. You stop chasing every risk and start choosing the smartest path.

The Path Forward

Revenue planning needs to evolve — from static and siloed to dynamic, connected, and built for uncertainty. Tariffs may have kicked off this moment, but the need for agile planning and optimization is here to stay. Other jolts to the market in recent years have included the COVID pandemic and the Suez Canal blockage affecting global supply chains. Risks to your GTM plan can and do arise unpredictably, and true leaders are equipped to respond.

The companies that win won’t be the ones with the perfect plan. They’ll be the ones who can explore multiple paths — and align quickly around the one that makes the most sense right now.

That’s what Revcast enables. A better way to plan, a faster way to respond, and a smarter way to grow — even when the world doesn’t cooperate. Reach out to me to learn more and see this in action: eric@revcast.com