An effective rolling forecast is important to estimate long term financial plans. Every organization undertakes this process as a finance activity. However, when the forecasted data is examined on its effectiveness for decision making, more often than not the results are disappointing, and the rolling forecast process needs to be redefined. This paper talks about effective rolling forecasts that utilize resources, technologies, processes, and business intelligence to deliver actionable insights. A best-in-class matured RF process will enable CFOs to deliver great results through increased revenue and cost reductions, and create new benchmarks for the organization.