revenue-analyticslisted

# Revenue Analytics (LADDER Framework) Design a revenue analytics layer that answers *where revenue is being created, where it's leaking, and which lever to pull next* - not a dashboard of vanity totals. LADDER decomposes ARR, attributes it, diagnoses drivers, and turns analysis into named actions. ## Core Principle **Revenue analytics fails when it stops at the totals.** Reporting ARR up-and-to-the-right tells you nothing actionable. LADDER decomposes revenue into the components a leadership team can act on within a quarter. ## The LADDER Framework | Letter | Stage | The Question | |--------|-------|--------------| | **L** | Leading Indicators | Which forward-looking metrics predict ARR movement 1-2 quarters out? | | **A** | Attribution | Where does new ARR come from - channel, motion, segment, cohort? | | **D** | Drivers | Which 3-5 levers explain most of the variance in NRR and growth? | | **D** | Diagnosis | What's broken or accelerating, and what's the named hypothesis? | | **E** | Expansion Economics | What's the economics of expansion vs new logo by segment? | | **R** | Retention Decomposition | What's GRR, contraction, churn - by cohort and reason code? | ## ARR Waterfall The minimum decomposition every leader should be able to recite: | Component | Definition | |-----------|------------| | **Starting ARR** | Beginning-of-period book | | **New Logo ARR** | Net-new customer ARR added | | **Expansion ARR** | Seat / module / price-up from existing customers | | *