The challenge
Ferrow sells spend-management software to mid-market finance teams across Europe — buyers who notice when a vendor’s own numbers wobble. By its Series C, the company had 140 sellers in four regions, three Salesforce orgs inherited from two acquisitions, and a forecast that routinely missed by 15–20%.
Every Friday, managers exported pipeline into a shared spreadsheet, adjusted stages by hand and sent it up the chain. By the time the CRO saw a number, it was four days old and three opinions deep. “Commit” meant something different in Berlin than it did in Madrid, and the board had started asking why.
Worse, the forecast arrived too late to act on. By the time a slipping deal showed up in the roll-up, it was usually the last week of the quarter — too late for an executive call, a pricing concession or anything else that might have saved it.
The solution
Ferrow connected all three Salesforce orgs, Gong, Gmail and Stripe to Veyro in a single afternoon. Within a week, Signals had rebuilt 18 months of deal history — every email, call and invoice mapped to the right opportunity — and Deal Health was scoring each open deal daily against the patterns of the deals Ferrow had actually won.
The RevOps team then retired the Friday spreadsheet entirely. Veyro Forecast now rolls up rep, manager and AI calls side by side, and Pipeline Radar flags any commit deal that goes quiet for more than five business days. Agents handle the busywork: logging activity, updating close dates and drafting next-step emails for reps to approve.
Rollout took three weeks, not three quarters. Veyro’s onboarding team mapped Ferrow’s stage definitions across all three orgs into one shared model, so “Commit” finally meant the same thing in every region. Managers kept their review cadence — they just stopped spending it on reconciling numbers.
The first week, Deal Health flagged a €400K renewal we all had in commit. Nobody had spoken to the economic buyer in 41 days. We saved it — and nobody has questioned the score since.
— Jonas Richter, Head of Sales, DACH
The results
Two quarters in, Ferrow’s forecast is the most boring number in the building — exactly how the finance team likes it.
3% forecast variance in Q2, down from 17% the year before
7 hours a week handed back to every sales manager once the Friday roll-up disappeared
One day to build the board forecast, down from six
€2.1M in slipping deals flagged early enough to recover in a single quarter
Next, Ferrow is rolling out Playbooks to its customer success team, so renewals get the same scrutiny as new business.
