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Good Revenue and Bad Revenue

September 1, 2020

It might seem odd, particularly in these difficult economic times, to talk about the concept of “good and bad revenue.” Some of you may be thinking “revenue is revenue, all revenue is good!”

What’s the difference between good and bad revenue?

Good revenue has the following characteristics:

It generates strong profitability because it is from deals that we know how to support well.
It is from deals where we know we can delight the customer, helping them achieve their goals, enabling us both to grow future business and creating accounts that are proud to share their delight in working with us.

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