When revenue needs to be pushed
There is a deep difference between revenue that happens almost naturally, sustained by customers who return and refer, and revenue that needs to be constantly pushed by ads, as if the business only moved under paid stimulus, and I know that when you are in this second situation, the feeling is that any pause in investment can compromise the entire month.
Pushed revenue is volatile, because it depends on external variables such as media auctions, competition and algorithms, and this generates anxiety, since you never have real clarity about how much you will sell without putting more money into the machine.
How to build true predictability
Predictability arises when a relevant part of revenue comes from repurchase, subscription, continuous relationship and trust built over time, because in this scenario each new customer increases the future base instead of merely replacing those who did not return.
To move out of dependence, it is necessary to look honestly at the complete journey, understand where people disconnect, improve the experience after the first purchase and create strategies that encourage continuity, because when the customer perceives recurring value, they remain by choice and not by constant stimulus.
I believe the turning point happens when you stop seeing marketing only as acquisition and start seeing it as relationship building, and this transforms pushed revenue into predictable revenue.
The Guide “The Customer’s Strategic Journey: Applying the 8 Phases of the Experience to Real-World E-commerce” was designed precisely for this, and in it you will have the possibility to structure this predictability and resolve the problem of excessive dependence on ads for growth.
Leave a Reply