The Revenue Performance Model Playbook

Ever wonder where your revenue really comes from? In this series, Hagen Fulford breaks down our Revenue Performance Model.

We’ll cover one-time deals, recurring revenue, and net revenue retention, plus how to dig into secondary KPIs that show what’s actually driving results. 

In part 1, we'll walk through the exact revenue performance model we use with partners to connect traffic, pipeline, and real cash collected, end to end. It shows how we move beyond lifecycle stages to track volume, conversion, and revenue across the systems where the truth actually lives. 👇

In part 2, we'll go over the recurring revenue performance model we use with partners to clearly track new, retained, expanded, and lost revenue over time. It breaks down how to separate closed vs. live MRR, measure upgrades, downgrades, and churn, and get a true month-over-month and quarter-over-quarter view of recurring performance without the guesswork. 👇

Part 3 is all about net revenue retention: how to calculate it, how to read it, and why it’s the clearest signal of whether your existing customers are expanding or leaking. Using the recurring revenue performance model, we'll walk through ending MRR, upgrades, downgrades, churn, and how it all rolls up into NRR you can actually trust. 👇

To wrap it up, we'll look at a real example of how we break a primary KPI down into secondary metrics to uncover what’s actually driving performance. It shows how GTM teams move from surface-level reporting to actionable insight, identifying where to double down, where to fix process gaps, and where performance is really coming from. 👇