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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.

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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

• Revenue data reconciles to GL / financial statements
• Customer master data is clean (no duplicates, correct segments)
• Contract dates and terms are accurate (start, end, renewal)
• Revenue recognition rules are understood (ASC 606 implications)
• FX rates available for multi-currency analysis

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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

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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

1. Are newer cohorts retaining better or worse than older ones?
2. Is there a consistent drop-off point (e.g., M3 cliff)?
3. Do cohorts expand over time (net retention > 100%)?
4. Are there seasonal patterns in cohort quality?
5. Which acquisition channel produces the highest-LTV cohorts?

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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

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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

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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

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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

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Quality Checklist

• Revenue figures reconcile to audited financial statements
• Cohort definitions are consistent and documented
• Retention metrics use consistent numerator/denominator definitions
• Churn reasons are based on actual exit interview data, not assumptions
• Pricing analysis accounts for discounts, credits, and free periods
• Segment classifications are mutually exclusive and collectively exhaustive
• Growth decomposition sums to actual total growth
• Recommendations are specific, measurable, and assigned

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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