Revenue Durability™
Critical Growth Question
Will today’s customer revenue endure and expand?
Predictive Outcome
Win, Retain and Expand Revenue
Revenue Durability™ is a customer-validated, predictive measure of your company’s revenue resilience over the next 12 months. It reveals threats to existing revenue, retention and expansion potential, and continuing demand for innovation.
It is based on customers’ expectations of the future value your company will deliver, their confidence that you will continue meeting evolving needs, and the innovative value they expect from you.
Each customer rates expected future value on a 1–10 scale. These scores are weighted by current customer revenue to produce the Revenue Durability Score™, providing a forward-looking indication of:
- revenue at risk;
- future revenue retention;
- expansion potential within existing customers; and
- continuing innovation demand.
The collective results also provide an indicator of broader customer-acquisition potential by revealing how strongly existing customers expect your proposition to remain relevant and valuable.
Post-Assessment Opportunities
The score is used to identify new opportunities from customer’s current and emerging needs. Click here for an example.
Why the metric is different
- Customers rate their expectations of your company to deliver innovative value in the future.
- It is a simple, but highly insightful metric that opens conversations with customers to identify their most pressing needs.
- It rapidly identifies and quantifies potential growth and risk before it is revealed in financials.
- It is a quantifiable measure that connects everyone in your business to its future growth.
- It links customer expectations to your future revenue and growth rate.
What achieving a high score means from your customer's perspective
- We value what your company has done for us in the past.
- We trust your company to help solve our new problems.
- We are willing to disclose our current and emerging needs to you.
- We are willing to pay a premium for your solutions.
What achieving a high score means for your business
- Your product or service is valued.
- Your innovation credentials give you a competitive advantage.
- You are building future demand.
- You are building predictable growth.
What achieving a high score means to your prospective customers
- It elevates your company’s competitiveness.
- It validates your capability and innovation credentials.
- It instils confidence in your company as a problem solver.
- It shortens their search for a supplier