What is this practice and how effective is it?

Revenue growth analysis enables managers to understand where their past growth has come from and thus places them in a better position to make the right growth-based decisions. While many organizations have been adept at cutting costs, few are equally good at growing revenues. As sales and marketing people focus on negotiating sales targets based on a range of products and services, there is less understanding of where revenue comes from. Is it existing customers, new customers, adjacent markets, new markets, and so forth? We will examine how to do this analysis and how to use it to improve revenue growth.

Alternative names and related topics: revenue driver analysis; sources ...

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