Larger outcome
6 RecipesRecipes for building customer value, retention, segmentation and product behaviour models that business teams can reproduce.
Marketing segment lists come from a spreadsheet or BI export nobody can reproduce, and the same customer lands in different segments depending on who pulled the list.
The payback conversation uses a customer value from a spreadsheet nobody can reproduce, and it counts order revenue only, with no refunds and no cost of serving the orders.
Marketing, finance and product each quote a different churn rate because each defines an active and a lost customer differently.
Product analytics numbers cannot be reproduced outside the vendor's screen, and nobody can say why two conversion figures differ.
Marketing and Sales each have a spreadsheet crediting their channel with the same revenue, and together they claim more than was booked.
Finance, RevOps and the board each quote a different net revenue retention because each turns subscriptions into monthly recurring revenue its own way.