The Revenue Lifecycle helps businesses to retain and grow revenue from existing customers as they develop

higher maturity.

ServiceSource conducted a survey on the relative maturity levels of global B2B

Opportunistic Emerging Disciplined Optimized Strategic

Survey Not Segmented by Business Unit or Customer Segment

25 GLOBAL B2B COMPANIES Including 10 of the Top 15 Global Software Companies

Representing $130 billion of global software revenue

The Path to GrowthTHROUGH REVENUE LIFECYCLE MATURITYThe key to finding higher recurring revenue and better customer retention is

engaging the right way with your customers from beginning to end — and beyond.

$

Including $10 billion of global SaaS revenue

(Lower Renewal Rates) (Higher Renewal Rates)

HOW MATURE ARE THESE COMPANIES?

in customer renewal

rate between the

most mature and

least mature

companies

TECHNOLOGY

Revenue Lifecycle Maturity is positively correlated with Renewal Rate.

The two strongest drivers for overall Revenue Lifecycle Maturity.

25

22

0 50 75 100

Level 1

OPPORTUNISTIC

Level 2

EMERGING

Level 3

DISCIPLINED

Level 4

OPTIMIZED

Level 5

STRATEGIC

Lagging Company Average Leading Company

98%

Opportunistic Emerging Disciplined Optimized Strategic

67%74%

90%82%

DATA

31 POINT DELTA

in customer renewal

rate for every step

up in maturity level

7.9 POINT GAIN

61 72

THE 3 KEYS TO INCREASED REVENUE AND RETENTION

size of your customer base or experience managing recurring revenue.

1. Look at the entire Revenue Lifecycle picture

Lagging companies focused mostly on selling

activities:

While leading companies addressed both selling

activities and Customer Success activities:

• RENEWALS

• UPSELL

• ONBOARDING

• ADOPTION

2. Go beyond people and processes

But to drive Revenue Maturity advancement, these

must be enabled by:

3. Experiment, innovate and embrace change

100% of leading companies have injected a culture

of innovation into their approach, allowing for rapid,

iterative evolution.

These companies also leverage the world’s most

up-to-date data management and analytics to drive

business improvements and decisions in real-time.

• PEOPLE

• PROCESS

• KPIs

• DATA

• TECHNOLOGY

$