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When Customer Reality Breaks Your Cash-Flow Model
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Theme 3 – Customer Flow: Where Revenue Meets Reality
Most forecasts don’t fail because of suppliers — they fail because customers behave nothing like the model expects.
In this 3-minute episode, we look at how finance teams can rebuild credibility by treating customers as distinct cash-flow streams, not averages on a spreadsheet. You’ll hear how to:
- Identify which customers drive timing risk — and how to model them separately
- Track how external shocks like tariffs or credit squeezes flow through customers into liquidity
- Pass the “boardroom test” when asked what happens if your top customer delays 60 days
Because customers don’t live in your model — they live in their world. And your liquidity moves with theirs.
Takeaway:
A forecast that reflects volatility earns trust. One that smooths it away invites risk.
👉 Next step:
- Take the 3-Minute Customer Flow Diagnostic – reveal where your inflow assumptions break under pressure (link coming soon).
- Watch the 3-Minute Walkthrough – see how FlowStream models customer streams inside NetSuite (link coming soon).
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