What is the main contributor for not hitting Q4 forecasted numbers?

For me its "something was missing" in deal management. Either we didn't illuminate a problem, reach consensus on the need for change, it wasn't an organizational priority, we didn't co-create a solution, we failed to identify and mitigate risk etc. i.e.. we missed something.

Buyer budget cuts are rarely the reason. If the problem is large enough and it aligns to an organizational priority and the business case is strong the economic buyer will always find the money.

Senior executives prioritize projects comprising the following: technical and business advocates who will shepherd the project through adoption, a clearly defined business cases, a mutually agreed upon plan between internal and external stakeholders and a project plan with actions, owners and ‘go live’ dates. Lacking any of these puts new technology investments at risk.