UNDERSTAND THE CUSTOMER

Understand the true impact of your decisions on your customers

Slice the Recurring Revenue Intelligence model along the customer axis and every standardised measure (ARR, movements, retention and value) is instantly available for any group of customers that share a trait. 

What can you answer by understanding customer commercials?

How big is our addressable market, how much have we penetrated, and is our growth keeping pace with the market's?
Which customer cohorts drove GRR and NRR last quarter, and which are churn-risky in the next two?
Which prospects best fit our ICP and are most likely to convert, and do we have the right contacts to reach them?
Which industry cohorts are converting well, with which products, in which regions and company sizes?
Which cohorts should be prioritised for retention spend, and which for winback?
Where should acquisition budget go, judged by CLTV against CAC rather than first-year revenue?

What the customer perspective enables

CUSTOMER 360

One record per customer, every dimension attached

Everything known about an account lives on one governed record: who they are, what they hold, and every measure computed around them. Marketing, sales and customer success act on the same customer.

Commercial identity and hierarchy maintained as reference data, not a one-off append
Retention, expansion, pipeline and value measures recomputed per period around the record
Drill from any KPI straight to the accounts behind it
COMMERCIAL PERFORMANCE & ENGAGEMENT MEASURES
Marketing engagementSales pipelineAccount & net expansionGRR & NRR retentionChurn & renewal ratesCustomer lifetime valueProduct usageAccount drill-through
CUSTOMER 360
one governed record per customer
CUSTOMER MASTER DATA
IndustrySize & regionProducts heldSales tierSales revenue, ARR & open dealsUltimate parent & asset hierarchy

Market penetration turns TAM, SAM and SOM into operating numbers

WHAT THIS ENABLESVIEW MORE
TAM / SAM / SOM by GICS × revenue slab
ICP defined from evidence, not opinion
Wallet sizing from look-alike accounts
WHAT THIS ENABLES · IN DETAIL

Market penetration turns TAM, SAM and SOM into operating numbers

Because internal cohorts share the same industry and size taxonomy as the external market, penetration stops being an annual strategy-deck estimate. TAM penetration per industry cohort, with market growth rate, GRR and NRR alongside, shows whether you are growing in line with your market, and where the next tranche of new business must come from.

TAM / SAM / SOM segmentation by GICS × revenue slab, replacing manual target-list building
SAM analysis: volume- and value-based penetration per industry, identifying new-business cohorts to prospect
ICP defined from evidence, the cohorts that retain and expand, then applied to the unpenetrated market
Wallet sizing from look-alikes: ARR per comparable customer, with highest / median / lowest order values per cohort setting ideal deal-size benchmarks
Market-penetration and opportunity identification delivered with a >40% efficiency gain

Customer value measured as CLTV, ROAS and ROI per cohort

WHAT THIS ENABLESVIEW MORE
CLTV per cohort: acquire, defend or release
ROAS and ROI against lifetime value, not year one
Retention appetite informing contract length and pricing
WHAT THIS ENABLES · IN DETAIL

Customer value measured as CLTV, ROAS and ROI per cohort

Customer lifetime value modelled from retention signals (NPS, CSAT, product usage, industry, region, product and sales tier) predicts ARR and customer tenure over the coming years rather than averaging the past. Set against CAC and campaign spend, it reprices every acquisition decision.

CLTV segmentation: which cohorts are worth acquiring, defending, or letting go
ROAS and ROI computed with CAC against lifetime value, not first-year revenue
Retention appetite per account for the next five years, informing contract length and pricing

Whitespace & contact coverage means acting on the cohort, not the anecdote

WHAT THIS ENABLESVIEW MORE
Whitespace ranked by cohort evidence
Persona × product alignment per account
CXO coverage measured and enriched
WHAT THIS ENABLES · IN DETAIL

Whitespace & contact coverage means acting on the cohort, not the anecdote

Whitespace analysis compares each account against the product holdings and spend of its industry peers, including competitor spend of same-size companies in the same cohort, to surface cross-sell opportunities inside the base and gaps in the market. Contact enrichment ensures the right personas exist in CRM before a play is run.

Whitespace opportunities in existing accounts and conglomerate groups, ranked by evidence
Persona × product alignment: the CFO sees pricing intelligence, the head of trading sees data feeds
CXO and decision-maker coverage measured per target cohort, enriched where gaps exist
INVESTIGATE CHURN RISK
PROTECT & GROW
REVIEW & RATIONALISE
GROWTH OPPORTUNITY
Financials · T1 $8.2m
Energy · T1 intervene
TMT · T2 expand
Industrials · T2
Retail · SMB
↑ ARR contributionRetention (GRR / NRR) ›
The ARR × retention quadrant

Every segment on one map, every quadrant with a mandate

01

Read position, not anecdote

Every segment (industry × tier × region × product) is plotted from the same governed cells, so the map is always current and never disputed.

02

Attach a standing mandate

Each quadrant carries a pre-agreed commercial action: defend & deepen, intervene before renewal, expand wallet share, or rationalise cost to serve.

03

Watch the drift

Segments are tracked as they move between quadrants period over period. Drift toward the left column is the earliest portfolio-level churn signal you will get.

PARENT ACCOUNTS & GROUPS

Five accounts. One customer.

Recurring revenue contracts sit with subsidiaries, divisions and billing entities; commercial reality sits with the group. External hierarchy enrichment links each billing entity upward (subsidiary › operating parent › ultimate parent), so every customer measure on this page can be restated at the level where value is actually managed.

OPERATING PARENT
Atlas Industrial Group
£1.04m group ARR · 18 subsidiaries
SUBSIDIARY
EMEA Markets
3 products · expanding
SUBSIDIARY
Americas Research
1 product · whitespace
UNCONVERTED
APAC Analytics
Peer-fit opportunity
01

Correct the commercial picture

Duplicates resolved, holding companies and financial owners kept out of the roll-up, and genuine new institutional wins distinguished from another subsidiary of an existing group.

02

Measure retention where value is managed

Group-level ARR, GRR and NRR expose what entity reporting hides: a group quietly churning across entities that each look like acceptable losses, or expanding while a flagship subsidiary contracts.

03

Turn hierarchy into whitespace

Unpenetrated subsidiaries of well-served parents are pre-qualified prospects with an internal reference, the cheapest new business in the book. Parent-level visibility improved tailored-strategy efficacy by at least 30%.

Which cohorts drive your growth?

A discovery session assesses your customer reference data and shows which cohort cuts are possible from day one.

Book a discovery session