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Related Experiment Videos

Take command of your growth.

Michael Treacy1, Jim Sims

  • 1GEN3 Partners, Boston, USA. michael.treacy@gen3.com

Harvard Business Review
|April 14, 2004
PubMed
Summary
This summary is machine-generated.

Managers can drive company growth by analyzing revenue sources. The Sources of Revenue Statement (SRS) tool helps identify controllable growth factors beyond simple sales figures.

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Area of Science:

  • Business Strategy
  • Financial Analysis
  • Management Science

Background:

  • Companies often struggle to identify controllable drivers of revenue growth.
  • Traditional sales reporting by market or product line obscures strategic performance.
  • Managers frequently assume growth is externally determined, limiting strategic influence.

Purpose of the Study:

  • Introduce the Sources of Revenue Statement (SRS) as a tool for detailed revenue analysis.
  • Enable managers to understand and influence company growth through better data.
  • Provide a framework for classifying revenue into manageable strategic components.

Main Methods:

  • Utilizes company balance sheet data for calculations.
  • Incorporates estimations of customer churn rates.

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  • Includes estimations of industry growth rates.
  • Classifies revenue into five distinct sources: base retention, share gain, market position, adjacent market sales, and new business lines.

    • Main Results:

    • The SRS reveals the true drivers of revenue growth, distinguishing organic growth from market expansion.
    • Analysis can uncover hidden issues, such as customer attrition masked by market growth.
    • Comparing SRS data across divisions provides strategic insights and identifies areas for improvement.

    Conclusions:

    • Revenue growth is a manageable outcome of specific strategic actions.
    • The SRS empowers managers with the insights needed to identify and exploit growth potential.
    • Strategic revenue analysis is crucial for sustainable business development and competitive advantage.