The CFO’s Waterfall: Connecting Salesforce Pipeline to Your Financial Plan with Planful

A practical look at how finance and sales leaders using Salesforce can bring pipeline, planning, and actuals together, without starting with a full corporate planning overhaul.

In a dynamic business environment, the forecast can’t stop at the general ledger. More CFOs are pulling CRM pipeline data directly into their planning process so they can see what has closed, what is committed, and what is still in play, all in one view.

We call this the waterfall model. For many of the CFOs we work with, a waterfall that combines ERP actuals, planning data, and Salesforce pipeline has become their go-to view of the business, and often the one leadership asks for first.

Join RVNA Tech and Planful for a session built for Salesforce customers. We’ll show how finance teams are building this view, how a targeted sales planning use case can deliver a quick win, and how Salesforce and Planful connect to make it work.

What We’ll Cover

The CFO’s Waterfall Model: See how leading finance teams combine ERP actuals, plan and forecast data, and Salesforce pipeline into a single waterfall view of revenue, and why it has become one of the most-used reports in the CFO’s office.

Start with a Use Case, Not a Platform: You don’t have to buy a full corporate planning platform to get value. Learn how organizations are adopting focused use cases like sales planning first to deliver a fast, visible win and build momentum.

Sales Planning with Planful: Explore how Planful helps teams set top-down revenue targets that hold up in the plan, roll up bottom-up forecasts from pipeline and deal-level inputs, plan across territories, segments, SKUs, and cohorts, and connect commissions to revenue, cost, and margin.

Salesforce + Planful Integration: See how a quick integration between Salesforce and Planful brings pipeline, pricing, and performance data into the plan, so sales, RevOps, and finance work from the same numbers.

RVNA’s Flexible Salesforce Support Model: Hear how RVNA supports Salesforce customers beyond the integration, with a flexible support model that scales with your team, your org, and your roadmap.

From Pipeline to Plan

For Salesforce customers, the data needed to forecast revenue with confidence already exists. It just lives in a different system from the plan and the actuals.

Planful brings sales planning and financial planning together. RVNA brings the Salesforce integration and support expertise to connect them.