Articles on market analysis.
Most firms analyse the rival that beat them and ignore the alternative that beats them more often, and the two require completely different responses.
Repeat revenue and recurring revenue are treated as the same line in most management accounts. Buyers, lenders and forecasts all…
The rival that beats you most often has no website, no sales team and no price, and most win/loss records…
Counting the customers who left and counting the money that left produce two different numbers, and the gap between them…
Most competitive tenders are decided before they are published. The tells are visible in the document itself, if you read…
Buyers pay a premium for revenue that arrives on its own, and most of what firms label recurring arrives because…
The positioning claims that feel strongest are usually the ones worth least, and there is a simple test that explains…
Total addressable market is a ceiling, not a plan, and the distance between the two is where growth budgets quietly…
Revenue concentration is the number everyone watches. The number that actually sets the power balance in a big account is…
Counting the customers who left tells you almost nothing about the money that left with them, and nothing at all…
Everything here is free to read with an account, and always will be. What it cannot do is tell you which of these applies to your numbers, your market and your constraints. That is the work we do with clients.
