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When it comes to tracking revenue, we all want to know the total amount of top-line revenue. However, underneath the total revenue number are two critical revenue numbers that every business, marketing team, and sales rep should track:
Number of Clients
This is the measure of your net-new business effectiveness. This number will tell you how well you are doing at growing net-new business.
Revenue per Client
This is the measure of your cross-selling effectiveness. This number tells you how well you are doing at building client relationships.
In working with companies across multiple industries, I’ve discovered that that most businesses are good at one or the other. They are either good at net-new businesses or cross-selling by deepening relationships. A business that is only good at one may be growing year over year, but they are leaving a lot of revenue on the table by not shoring up the area where they are weak.
What should you do?
1. Know Your Two Numbers
Make sure you know these two numbers. Go to your finance department and ask how many active clients you have. Then take your revenue and divide it by the number of clients to calculate your revenue per client. This is your baseline.
2. Track Your Two Numbers
Each month you can add new customers and subtract those that drop off. Find a method that works for your specific business. Take these numbers, and put them on your dashboard. Share them in every company, marketing, and sales meeting. Use them in sales rep reviews.
3. Set Revenue Goals Based on Two Numbers
Most companies set goals based on the trend of the past few years. In doing this, they perpetuate mediocrity, leaving a lot of money on the table. Instead of setting goals based on the overall revenue number, set them based on the number of clients and revenue per client. How many new clients can we add? What could we do to cross-sell more to our current clients? Add these numbers up and you have your revenue goal.
ABOUT THE AUTHOR:
Darrell Amy is a growth architect, with a unique perspective on how to grow revenue. Most books are written from the perspective of either sales or marketing. Darrell brings both together to help companies develop and implement strategies to grow.
Darrell’s passion is to make the world a better place. Serving on the board of several non-profits, he has a front row seat to see the impact of financial gifts from successful businesses. Out of this, he helped launch the Grow4Good movement with the goal of helping 10,000 great businesses double revenue so they can grow employment while also giving back to their communities.
Over the past 25 years, Darrell has been deeply involved in both sales and marketing. He has worked with hundreds of companies ranging from Fortune 100 organizations to local family-owned businesses. During that time, he’s trained thousands of sales people, most recently creating solutions sales training for a global technology company. He’s started several digital marketing agencies, helping companies implement inbound marketing strategies.