Top-Down vs Bottom-Up Forecasting, With Kristen Kelly

About this Episode In this episode of the Agency Profit Podcast, Marcel sits down with Parakeeto’s own Kristen Kelly to tackle the often misunderstood and overly complex topic of forecasting in service businesses. They break down the difference between bottom-up and top-down forecasting, explaining how each serves a different purpose, from granular project planning to high-level leadership decision-making. The duo highlights how many agencies get stuck trying to force detailed project data to answer broader strategic questions, and why simplifying your forecasting system might actually yield more accurate, actionable insights. Listeners will walk away with a clearer understanding of how to create forecasting systems that balance precision and usability, especially in the face of uncertainty, and why decoupling operational and executive forecasting tools can save time, reduce stress, and improve decision-making across the board.