Читать книгу Growing the Top Line - Cliff Farrah - Страница 18

When customers and goods/services collide, four sources of growth result:

1 An existing client and an existing product

2 An existing client and a new product/service

3 A new client and a new product/service

4 A new client and an existing product/service

FIGURE 1.1 The Revenue Matrix

If you put them together in a two‐by‐two table, you get the Revenue Matrix that presents these categories visually (Figure 1.1).

This is an extremely powerful way to think about the sources of revenue, and you can easily use this matrix to segment your current portfolio and growth plan. I’ve used this matrix throughout my career to consider how to drive revenue.