Forecasting isn’t just for finance anymore. Ann Davis, SVP of Sales at Crunchbase, says it’s the edge every seller needs to stay ahead.

On this episode of V5, Jarod Greene chats with Ann about why top-performing reps are rethinking how they prioritize accounts and spend their time.

Ann explains that selling today is more about spotting signals early, sometimes before buyers even realize a need exists. She discusses the role of predictive intelligence, why historical data is insufficient, and how modern sellers can minimize noise by acting on forward-looking patterns. With millions of companies to sort through, the differentiator is no longer effort but timing.

In this episode, you’ll learn:

• Why forecasting is a seller’s edge – Anticipating future need helps you win before competitors show up
• How to use predictive signals – Growth indicators and hiring trends can point to high-propensity buyers
• Where reps lose momentum – Spending time in the wrong places slows pipeline and kills deals before they start

Things to listen for:
(00:00) Introduction
(00:18) Forecasting is the underrated sales skill
(03:03) Crunchbase’s predictive growth signals explained
(04:06) Getting ahead of buyer needs without spooking them
(05:18) Balancing AI scale with human connection
(06:32) What AI can and can’t replace