| name | revenue-analysis |
| description | Analyze revenue streams including growth trends, cohort analysis, churn and retention metrics, pricing impact assessment, and segment performance breakdown. TRIGGER when: user says /revenue-analysis, "analyze revenue", "revenue breakdown", "churn analysis", "retention metrics", "revenue growth", "pricing analysis".
|
| argument-hint | [business or product name] [time period] [segment or focus area] |
| user-invocable | true |
Revenue Analysis
Perform a deep analysis of revenue streams to understand growth drivers, retention dynamics, pricing effectiveness, and segment performance. This skill produces actionable insights for leadership and go-to-market teams.
Step 1 — Define Analysis Scope
Establish the boundaries and objectives of the revenue analysis.
| Parameter | Description | Example |
|---|
| Business / Product | Which entity or product line to analyze | Acme SaaS Platform |
| Time Period | Analysis window | Jan 2025 – Dec 2025 (12 months) |
| Comparison Period | Benchmark period | Jan 2024 – Dec 2024 |
| Revenue Model | Subscription, transactional, hybrid, usage-based | Subscription (annual + monthly) |
| Segmentation Axes | How to slice the data | Plan tier, geography, company size |
| Data Sources | Billing system, CRM, data warehouse | Stripe + Salesforce + Snowflake |
Checklist
Step 2 — Revenue Growth Trends
Analyze the trajectory of revenue over time.
Revenue Summary Table
| Period | Total Revenue | MRR / ARR | QoQ Growth | YoY Growth | Organic Growth | Inorganic |
|---|
| Q1 | | | | | | |
| Q2 | | | | | | |
| Q3 | | | | | | |
| Q4 | | | | | | |
| FY | | | | | | |
Growth Decomposition
Break total revenue growth into its components:
| Growth Component | $ Contribution | % of Total Growth | Description |
|---|
| New Customer Acquisition | | | Revenue from first-time customers |
| Expansion (Upsell) | | | Existing customers buying more |
| Expansion (Cross-sell) | | | Existing customers buying new products |
| Price Increases | | | Same usage at higher price |
| Contraction | | | Existing customers downsizing |
| Churn | | | Lost customers |
| Net Growth | | | |
Revenue Waterfall
Beginning ARR → + New → + Expansion → - Contraction → - Churn → Ending ARR
Step 3 — Cohort Analysis
Understand how revenue from each customer cohort evolves over time.
Monthly Cohort Retention Table
| Cohort | M0 (Starting) | M3 | M6 | M9 | M12 | M18 | M24 |
|---|
| Jan 2024 | | | | | | | |
| Apr 2024 | | | | | | | |
| Jul 2024 | | | | | | | |
| Oct 2024 | | | | | | | |
| Jan 2025 | | | | | | | |
| Apr 2025 | | | | | | | |
Values can be expressed as % of M0 revenue retained (gross retention) or including expansion (net retention).
Cohort Analysis Questions
- Are newer cohorts retaining better or worse than older ones?
- Is there a consistent drop-off point (e.g., M3 cliff)?
- Do cohorts expand over time (net retention > 100%)?
- Are there seasonal patterns in cohort quality?
- Which acquisition channel produces the highest-LTV cohorts?
Step 4 — Churn and Retention Metrics
Calculate and analyze the key retention KPIs.
Retention Metrics Dashboard
| Metric | Formula | Current | Prior | Benchmark |
|---|
| Gross Revenue Retention (GRR) | (Beginning ARR - Churn - Contraction) / Beginning ARR | | | > 90% |
| Net Dollar Retention (NDR) | (Beginning ARR + Expansion - Churn - Contraction) / Beg. ARR | | | > 110% |
| Logo Retention Rate | (Beginning Customers - Churned) / Beginning Customers | | | > 85% |
| Monthly Churn Rate | Churned MRR / Beginning MRR | | | < 2% |
| Average Revenue per Account | Total ARR / Total Customers | | | Growing |
| Customer Lifetime (months) | 1 / Monthly Churn Rate | | | > 36 |
| LTV | ARPA x Gross Margin x Customer Lifetime | | | |
Churn Root Cause Analysis
| Churn Reason | # Customers | Lost ARR | % of Total Churn | Preventable? |
|---|
| Product fit / feature gaps | | | | Yes |
| Competitive displacement | | | | Partially |
| Budget cuts / downsizing | | | | No |
| Poor onboarding / support | | | | Yes |
| Champion departure | | | | Partially |
| Acquired / merged | | | | No |
| Non-payment / collections | | | | Partially |
| Other / unknown | | | | |
Step 5 — Pricing Impact Assessment
Evaluate how pricing changes have affected revenue.
Pricing Analysis Framework
| Dimension | Analysis |
|---|
| Price Realization | Actual revenue per unit vs. list price (discount depth) |
| Discount Distribution | Histogram of discount % across deals |
| Price Increase Adoption | % of renewals accepting price increases vs. churning |
| Plan Mix Shift | Movement from lower to higher tiers (or vice versa) |
| Usage vs. Seat Economics | Revenue per seat vs. revenue per unit of usage |
| Competitive Price Position | Where your pricing sits relative to alternatives |
Price-Volume Decomposition
| Component | $ Impact | Description |
|---|
| Price Effect | | Revenue change from price changes, holding volume constant |
| Volume Effect | | Revenue change from volume changes, holding price constant |
| Mix Effect | | Revenue change from shift in product/plan mix |
| FX Effect | | Revenue change from currency movements |
| Total Change | | |
Step 6 — Segment Performance
Break down revenue by the most meaningful dimensions.
Segment Breakdown Template
Repeat for each segmentation axis (geography, plan tier, company size, industry, channel).
| Segment | Revenue | % of Total | Growth (%) | GRR | NDR | ARPA | # Customers |
|---|
| Segment A | | | | | | | |
| Segment B | | | | | | | |
| Segment C | | | | | | | |
| Segment D | | | | | | | |
| Total | | 100% | | | | | |
Segment Health Assessment
| Segment | Revenue Trend | Retention Trend | Profitability | Strategic Priority | Action |
|---|
| Segment A | Growing | Stable | High | Core | Invest & expand |
| Segment B | Growing | Declining | Medium | Watch | Fix retention |
| Segment C | Flat | Stable | Low | Evaluate | Improve margins |
| Segment D | Declining | Declining | Negative | Sunset | Manage exit |
Output Format
## Revenue Analysis — [Business/Product] — [Period]
### 1. Executive Summary
- Total revenue and growth rate
- Key driver of growth (or decline)
- Retention headline (NDR, GRR)
- Top opportunity and top risk
### 2. Growth Trends
[Revenue summary with growth decomposition]
### 3. Cohort Analysis
[Cohort retention table with key observations]
### 4. Churn & Retention
[Retention metrics dashboard; churn root cause analysis]
### 5. Pricing Analysis
[Price-volume decomposition; discount analysis]
### 6. Segment Performance
[Segment breakdown with health assessment]
### 7. Recommendations
[Prioritized actions to accelerate growth and reduce churn]
### 8. Appendix
- Monthly revenue detail
- Customer-level top accounts analysis
- Methodology notes
Quality Checklist
Edge Cases
| Scenario | Handling Approach |
|---|
| Usage-based revenue model | Analyze revenue per unit of consumption; cohort by usage tier, not just time |
| Multi-product company | Analyze each product separately then show cross-sell dynamics between them |
| Free-to-paid conversion funnel | Track conversion rates by cohort; include freemium in funnel, not in ARR |
| Large enterprise deals with custom terms | Normalize to standard terms for comparison; flag outliers |
| Revenue recognized over time (ASC 606) | Analyze both bookings (TCV/ACV) and recognized revenue separately |
| Marketplace or platform revenue | Separate take rate analysis from GMV growth; track both sides of marketplace |
