Revenue Lifecycle
The complete arc of a customer relationship from first touch through renewal and expansion, treated as one continuous process.
Why the whole arc is one process
Splitting it at the sale creates the handoff where context is lost and expectations diverge from delivery. Most post-sale problems originate in commitments made pre-sale that nobody recorded.
The handoff is the risk point
RELATED TERMS
Bowtie Model
An extension of the funnel that mirrors it after the sale — the narrow point is the purchase, with onboarding, adoption, retention and expansion forming the second half.
Net Revenue Retention (NRR)
Revenue retained from an existing cohort over a period including expansion, expressed as a percentage of where that cohort started. The clearest single indicator of whether the base grows without new customers.
Onboarding
The structured process taking a new customer from signature to working use of the product.
Lifecycle Stages
The shared sequence describing a contact's relationship with the company over time — subscriber through customer — used to align marketing, sales and customer success on where someone is.
Learn how to apply this: RevOps 101: Revenue Operations Foundations
Definitions are the vocabulary. The courses are where you learn to operate it, with the interactive audit tools.
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