Step 2
Revenue Ambition & Goal Setting
What do we want to achieve, and which revenue lever will get us there?
Output
Primary Revenue Lever + SMART Goal + Strategic Archetype (A1–A9), stated as a posture with the Strategic Rationale of the matched row
Activities
| # | Activity |
|---|---|
| 1 | Decompose current revenue using the Revenue Equation: Revenue = AOP × NT × ATV × 12 |
| 2 | Select the primary revenue lever: Acquisition / GET (metric: GA), Retention / KEEP (metric: CHURN), or Stimulation / GROW (metric: ATV/NT) |
| 3 | Trigger Archetype Selection: M3 (Growth Curve) + M4 (Economic Value) + Revenue Lever → one of 9 Strategic Archetypes or Strategic Mismatch flag (canonical CSV; the most specific matching row decides) |
| 4 | Formulate a SMART goal: Specific, Measurable, Achievable, Relevant, Time-bound |
| 5 | Validate the goal against market sizing (M5) and competitive context — adjust if the combination is flagged as a Strategic Mismatch |
The posture
The posture is read in the selection matrix from M3, M4 and the lever, and stated with the rationale of the matched row: "Your situation calls for a [Name] ([code]) posture: [Strategic Rationale of the matched row]."