The Problem This Solves
What We Hear:
Our pipeline looks healthy, but deals keep slipping. We can't figure out why.
Sales forecasts change every week. I have no idea what revenue to actually expect.
By the time we know a customer is unhappy, they've already decided not to renew.
Finance wants one set of reports. Sales wants different reports. Executives want a third view. Nobody agrees on what's real.
What This Actually Costs:
Fragmented revenue visibility causes missed growth opportunities, resource misallocation based on optimistic pipeline, churn blindness until customer cancels, delivery disconnection from what was sold, forecasting fiction preventing strategic planning, cash flow surprises, and investor/board confusion from conflicting reports.
What Hasn't Worked:
What Unified Revenue View Actually Means
Everyone in your organization who makes revenue-related decisions sees complete commercial reality—not sales' optimistic pipeline, not finance's historical accounting, not success team's engagement metrics in isolation, but the complete picture of revenue health from first signal through renewal and expansion. Making decisions based on relationship reality instead of departmental assumptions.
Practically, this means:
What This Looks Like in Practice
With Unified Revenue View
Thursday Morning, Executive Team Meeting: Leadership dashboard shows $2.3M revenue this quarter (actual), $850K at high confidence (strong relationships, clear signals), $1.2M at medium confidence (engaged but complexity not resolved), $600K at risk (engagement dropped, tickets escalating). Everyone looking at same data. Discussion focuses on 'what should we do about the at-risk segment?'
Without It
CFO shows revenue recognition report. CSO shows pipeline report. CCO shows retention metrics. Numbers don't align. Meeting devolves into debate about whose numbers are 'right' instead of addressing business reality.
The Journey to Unified Revenue View
Foundation Milestone
Unified commercial platform is live. Revenue lifecycle from first opportunity through renewal visible in one place. Sales, delivery, finance, and success teams access complete commercial context where they work.
What teams can do:
- ✓ Sales sees customer health and usage patterns before expansion conversations
- ✓ Delivery sees deal commitments and expectations before starting
- ✓ Finance sees deal progression before revenue recognition
- ✓ Customer success sees original deal context and promises made
- ✓ Leadership sees relationship-based revenue forecast, not stage-based theater
Key Objects:
Capability Milestone
Organization trusts unified data for decisions. Forecasts based on relationship health prove more accurate. Teams make proactive decisions. Revenue operations becomes strategic advantage.
What teams can do:
- ✓ Forecast reliability - sales forecasts within 10% of actual
- ✓ Proactive retention - identify risk 90 days before renewal
- ✓ Delivery alignment - implementation rarely surprised by expectations
- ✓ Expansion intelligence - growth opportunities identified from patterns
Key Objects:
Multiplication Milestone
Unified Revenue View is foundational competitive advantage. Ability to forecast reliably, retain proactively, and deliver consistently creates market differentiation.
What teams can do:
- ✓ Self-improving intelligence - AI learns from commercial history to improve forecasting
- ✓ Natural knowledge capture - successful approaches replicate automatically
- ✓ Virtuous cycles - accurate forecasting leads to better planning leads to more success
Key Objects:
The Objects That Enable It
Foundation Objects
Required for basic unified view
Deal
The opportunity tracker with stages aligned to Value Path, confidence scoring based on relationship health
Quote
The commercial terms document showing what's being proposed, implementation timeline, success metrics
Order
The fulfillment tracker connecting what was sold to what gets delivered
Invoice
The billing document connecting commercial agreements to financial systems
Payment
The financial transaction record revealing payment patterns and collection health
Service
Value delivery in progress, connecting what was sold to what's being delivered
Capability Objects
Enable advanced capabilities once foundation is solid
How They Work Together
These objects create a unified commercial story. Deal tracks opportunity progression. Quote documents what's being proposed. Order confirms commitment. Service tracks delivery. Invoice/Payment manage financial flow. Together, they create complete visibility into revenue health from first signal through renewal—enabling forecast accuracy, proactive retention, and delivery alignment.
See It In Action
In the Simulator
The "Aha Moment"
See how relationship-based forecasting (using health scores and engagement patterns) proves more accurate than traditional stage-based forecasting
Measuring Success (KVI Philosophy)
What NOT to measure
What to measure instead
The Principle
Every metric should answer: 'Is revenue visibility enabling better commercial decisions and customer outcomes?' Traditional revenue metrics measure activity or size. KVIs measure relationship health and decision quality that predict sustainable revenue. Focus on leading indicators (relationship health) not just lagging indicators (revenue booked).