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 a 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 the company will deliver, their confidence that it will continue meeting evolving needs, and the innovative value they expect.
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 a company’s 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 a company’s value to evolve to meet their most important future needs.
- 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 a business to its future growth.
- It links customer expectations to future revenue and growth rate.
What achieving a high score means from a customer's perspective
- They value what the company has done for them in the past.
- They trust the company to help solve new problems.
- They are willing to disclose current and emerging needs.
- They are willing to pay a premium for solutions.
What achieving a high score means for a business
- Their product or service is valued.
- Their innovation credentials give them a competitive advantage.
- They are building future demand.
- They are building predictable growth.
What achieving a high score means to prospective customers
- It elevates the company’s competitiveness.
- It validates their capability and innovation credentials.
- It instils confidence in the company as a problem solver.
- It shortens their search for a supplier.