Revenue – R
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Sales revenue measures are only needed by senior and sales managers, although they’ll be of interest to other employees
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Revenue per annum is the key measure of an organisation’s growth – its ‘top-line’ growth
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Revenue should be broken down into many drill-down components, as follows:
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A red ‘Sales volumes’ box indicates danger – volumes may be below target – customer numbers may be up but sales per customer down – market share might be being lost – something must be done, and quickly
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A green ‘Unit prices’ box indicates all is ‘GO’ – the market accepts your current price levels which compare well with those of your competitors
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A yellow ‘Sales value’ box indicates caution is needed – sales value may be just about holding up but volumes falling so improvement is needed – there’s no room for complacency
