01Customer / revenue retention
Reduce churn
Higher gross revenue retention, lower churn
- Measured by
- Gross revenue retention
- Levers
- Visibility
- Engagement
- Performance
- Diversification
- Renewal discipline
9 actions across 3 phases
Outcomes
Six things a revenue leader is measured on.
Each one has a definition, the levers that move it, the RevOps work behind those levers, and the questions we would ask first. Model them together on the homepage, or read one at a time.
02Net new business
Increase net new business
More new advertisers won, and more net-new revenue
- Measured by
- New advertiser revenue ÷ total revenue
- Levers
- Targeting
- Prospecting
- Demand generation
- Conversion
- Reactivation
- Sales productivity
10 actions across 4 phases
03YoY revenue growth / share of wallet
Grow existing accounts
Higher revenue per advertiser and a larger share of their marketing spend
- Measured by
- Products / tactics per customer
- Levers
- Upsell
- Cross-sell
- Product penetration
- Customer insights
- Performance
- Account planning
10 actions across 4 phases
04Time to close
Reduce time to close
Shorter sales cycles and increased sales velocity
- Measured by
- Sales velocity
- Levers
- Process
- Qualification
- Pricing
- Packaging
- Automation
- Approvals
- Contracting
10 actions across 4 phases
05Reduce manual work
Reduce manual work
More seller capacity, faster order processing, fewer errors
- Measured by
- Revenue per seller hour
- Levers
- Integration
- Workflow automation
- Standardization
- Data governance
- AI assistance
- Process simplification
10 actions across 4 phases
06Win rate
Increase win rate
More revenue from the same amount of pipeline
- Measured by
- Win rate
- Levers
- Qualification
- Sales methodology
- Proposal quality
- Pricing
- Product fit
- Competitive intelligence
- Seller enablement
10 actions across 4 phases