Revenue (AAARRR)
The monetization or conversion event in the lifecycle. In AAARRR, it’s the point where value is captured (purchase, subscription, etc.).
Definition
The monetization or conversion event in the lifecycle. In AAARRR, it’s the point where value is captured (purchase, subscription, etc.).
More context
Revenue is the stage where value is captured: payment, subscription, or another monetization event. In B2B, revenue is often mediated by pipeline stages and sales process efficiency.
Why it matters
Revenue is the most direct growth outcome. But improving it often requires upstream work (activation, retention, pipeline efficiency).
How to use it
Define revenue-related KPIs aligned with your business model, connect them to OKRs, and run experiments on the current constraint (often pipeline conversion).
Common pitfalls
Assuming revenue problems are “marketing problems” when the bottleneck sits in activation, retention, or sales process.
Related terms
- Pipeline Tracking — A shared view of the sales pipeline used to analyze pipeline efficiency and connect marketing and sales performance.
- Conversion — A defined action that indicates progress (e.g. lead, signup, purchase). Conversions must have consistent definitions across teams to avoid confusion.
- OKR (Objectives and Key Results) — A goal-setting method that connects an Objective (what you want) to Key Results (how you measure progress). Used to steer experiments toward meaningful outcomes.
- Bottleneck — The biggest constraint limiting growth right now. The growth team finds the bottleneck, solves it using the process, and then moves on to the next one.