The growth you have,
and what it costs to win.

Revenue grows, and few companies can say which part of their selling made it, what a customer costs to win, or how much of the forecast will land. The Revenue Read answers on your own records, in five weeks.

During ownership · five weeks · findings in week five

01 · Why it matters

Revenue grows, and nobody can say from where.

The term it movesRevenue: the line that repeats, won at a cost that pays back
The business it worksToday’s business as it sells, and a new channel or line where one is built
The models it readsBusiness and operating: customers, channels and revenue, then sales and service, in that order
Where it lives in MakersOSThe customer side of the read, seat by seat, and the revenue moves in the Room’s plan

The Revenue Read works one term of value, revenue, for a company that already earns and must now grow efficiently: the later-stage venture company before its next round, and the company whose ownership plan rests on growth. It reads the customers, channels and revenue of the business model first, then the sales and service of the operating model, from the company’s own systems. The funnel from first touch to renewal, the cost to win a customer by channel and the months it takes to pay back, retention by cohort, and the forecast against what landed. Each move it prices goes to the Room with an owner and a date.

Only 45 per cent of sales leaders and sellers have high confidence in their own organisation’s forecasting accuracy.

Source · Gartner, State of Sales Operations survey, press release of 12 February 2020

02 · What you hold

At the end, in your hands.

  1. The funnel on one page: every stage from first touch to renewal, with the volume, the conversion and the days at each, read from your own systems.
  2. The cost to win a customer, channel by channel, with the months it takes to pay back on the gross margin.
  3. Retention by cohort, gross and net, by segment: the revenue that repeats, the revenue that leaks, and where.
  4. The pipeline as it stands: what was called against what landed for four quarters, the stale and overdue amounts, and why deals were won and lost, in the buyers’ own words.
  5. A capture plan: each move with the EBITDA a year it adds, the months it takes, its owner and its evidence grade.
03 · The clock

A fixed clock, a named day for the findings.

The clockFive weeks, findings in week five
The outcomeOne decision asked of the board or the sponsor
Week by weekIn the proposal, with the names and the dates
04 · Who reads it, and what follows

Partners do the work, and answer for it.

The data, taken and held · John Lazar, Ted Tanase
The funnel, the cost to win and the cohorts · Cristian Paun
The forecast, the capture plan, the findings · Cristian Paun
The lead partner
Cristian Paun

In the room every week, from the first export to the findings, with an analyst on the data. The same partner from kick-off to findings.

The seats
John Lazar
Ted Tanase

John Lazar answers for how the CRM, the invoices and the marketing data are taken and read. Ted Tanase answers for how they are held while they are with us.

Where it leads

The priced moves become The Programme: a hundred days, three moves at a time, each with an owner and a date, and the measures of growth enter the Room’s quarterly close, predicted beside landed. If the leak is in price, the next step is The Pricing Read. A year before a round or a sale, the cohorts and the forecast record are what The Exit Read reads first. The fee for the read is credited if you go on.

Meet the partners →

05 · What buyers ask first

Four answers, before you ask.

How fast

Five weeks, with the findings presented in week five. The date is fixed at kick-off.

What we need

A read-only export of the CRM, twenty-four months of invoices, the marketing spend by channel, twenty minutes with each seller, and ten customer conversations the company arranges.

How it differs from a sales consultancy

Every gap is priced in euros under one model, with the working shown in your Room, every figure carries its evidence grade, and the moves land in your own Room with the person who owns each one named.

If nothing comes of it

You keep the read, the workbook and the record. Either side may stop when it closes.

Know where your growth comes from, and what it costs.

Start a conversation → See every product →

A fixed fee for every read · the Programme and the Room can also run on a lower fee plus a capped share of the value your team signs as realised · agreed in writing before work starts