Revenue Lab
The Revenue Lab sets pricing, distribution and retention: what the product should cost, which routes and partners it reaches customers through, and the work that keeps those customers.
The work
Pricing is set against the value the product delivers to your customers and revised as that value changes. Distribution decides which routes the software reaches them through, and each route is judged on the kind of customers it brings rather than the volume alone.
The lab decides which routes and partners the product should reach customers through, and what each arrangement has to deliver to be worth the terms it costs. Routes are added in sequence, when the product and the commercial terms are ready for the customers they bring.
Keeping customers matters more than adding them, so onboarding is treated as part of the commercial work: the point is a customer who reaches real use of the product, not a signature. Where accounts stall or leave goes straight back into the product and the positioning.
Works with
The Marketing Lab sets the positioning this lab prices and distributes against, and revises it when a route or a price point exposes a mismatch.
To the Marketing LabThe Sales Lab sells within the pricing and packaging set here, and reports back where deals stall on price, terms or expectations.
To the Sales Lab