George Storm is a Chief Revenue Officer in B2B SaaS who writes about regime-aware forecasting, board-level revenue communication, and what the modern CRO role requires when the old playbooks stop working.
Two decades operating revenue organisations across early-stage, growth, and public B2B SaaS — head of sales, RevOps lead, and individual seller before that, in that order, deliberately. Currently Chief Revenue Officer at N.Rich.
The thesis is simple: the role got harder, the playbooks got older, and most of the writing about it got worse. This site is the long-form correction — built around models that survive contact with reality, not the ones that flatter the forecast.
The writing focuses on regime-aware forecasting, board-level revenue communication, and the per-metric playbook the 2026 CRO seat actually requires when AI-driven search collapse, champion instability, and ACV compression are all happening at once.
George Storm is a Chief Revenue Officer in B2B SaaS, currently at N.Rich. He has two decades operating revenue organisations across early-stage, growth, and public companies — head of sales, RevOps lead, and individual seller before that, in that order. He writes long-form essays about the modern CRO role at articulate-my-value.lovable.app.
Regime-aware forecasting, board-level revenue communication, and what the modern CRO seat requires in 2026 — including AI-driven search collapse, champion instability, ACV compression, and the per-metric playbooks that get ahead of them. The frameworks are tested in live deals, not theory.
Regime-aware forecasting is George Storm's term for forecast models that adapt to the macro environment instead of assuming pipeline × stage probability × win rate is stationary. When buying behaviour, deal cycles, and champion stability shift, the historical conversion rates baked into the standard model stop predicting the future. Regime-aware forecasting segments pipeline by the macro regime each cohort entered the funnel under, and weights conversion accordingly.
Three pressures define the 2026 CRO seat: AI-driven search collapse compressing top-of-funnel demand, champion instability shortening the half-life of every deal relationship, and ACV compression squeezing the unit economics that older playbooks assumed. The role now requires per-metric playbooks rather than a single GTM motion, and a forecasting discipline honest enough to surface the regime change before the board sees it in the print.
George Storm is currently Chief Revenue Officer at N.Rich (https://nrich.io/).
All long-form essays are published at https://articulate-my-value.lovable.app/articles. He also posts on LinkedIn at https://www.linkedin.com/in/georgestormbtb/.