Articles
Course Description
This course shows why churn and expansion are never sudden and why health scores often arrive too late. It introduces trajectories, behavioral patterns, and timing windows as the real drivers of customer outcomes. Readers learn to interpret usage, engagement, and support signals as early indicators of revenue durability. Customers are understood as evolving paths, not static accounts.
Layer
Intelligence
Order
6
Status
Active
Seeing churn and expansion before outcomes lock in
Churn is rarely sudden. Expansion is rarely accidental. This course explores how customer behavior unfolds over time, and why trajectories matter more than snapshots.
We move beyond health scores to examine patterns of adoption, engagement and support interaction that signal future outcomes early. Customer intelligence connects sales promises to financial reality, acting as the stabilizing force across the system.
Without customer intelligence, all other intelligence remains partial.
You will learn:
- Why churn always has a history
- How to recognize expansion readiness
- Why customers must be understood as trajectories
Article Template
Article Template
Article template
Article template
Lesson 1.1: Why revenue leadership became a visibility problem
Lesson 1.1: Why revenue leadership became a visibility problem
Lesson 1.2: Why more data created less confidence
Lesson 1.2: Why more data created less confidence
Lesson 1.3: The myth of revenue surprises
Lesson 1.3: The myth of revenue surprises
Lesson 1.4: When execution stops being the bottleneck
Lesson 1.4: When execution stops being the bottleneck
Lesson 1.5: Visibility before velocity
Lesson 1.5: Visibility before velocity
Lesson 2.1: Revenue is a system, not a funnel
Lesson 2.1: Revenue is a system, not a funnel
Lesson 2.2: Fragmentation is the real alignment problem
Lesson 2.2: Fragmentation is the real alignment problem
Lesson 2.3: Local optimization breaks global outcomes
Lesson 2.3: Local optimization breaks global outcomes
Lesson 2.5: Designing revenue instead of managing it
Lesson 2.5: Designing revenue instead of managing it
Lesson 3.1: Forecasting beyond point estimates
Lesson 3.1: Forecasting beyond point estimates
Lesson 3.2: Confidence, variance and uncertainty
Lesson 3.2: Confidence, variance and uncertainty
Lesson 3.3: Why timing matters more than precision
Lesson 3.3: Why timing matters more than precision
Lesson 3.4: Financial signals as early warnings
Lesson 3.4: Financial signals as early warnings
Lesson 3.5: When finance becomes predictive
Lesson 3.5: When finance becomes predictive
Lesson 4.1: Why pipeline volume hides risk
Lesson 4.1: Why pipeline volume hides risk
Lesson 4.2: Deal velocity and outcome probability
Lesson 4.2: Deal velocity and outcome probability
Lesson 4.3: Focusing on deals that grow — and don’t churn
Lesson 4.3: Focusing on deals that grow — and don’t churn
Lesson 4.4: Predicting revenue contribution, not bookings
Lesson 4.4: Predicting revenue contribution, not bookings
Lesson 4.5: Sales intelligence as an input to forecasting
Lesson 4.5: Sales intelligence as an input to forecasting
Lesson 5.1: Why volume metrics lie about growth
Lesson 5.1: Why volume metrics lie about growth
Lesson 5.2: Customer selectivity as a growth strategy
Lesson 5.2: Customer selectivity as a growth strategy
Lesson 5.3: Campaign impact over time
Lesson 5.3: Campaign impact over time
Lesson 5.4: Predicting downstream revenue effects
Lesson 5.4: Predicting downstream revenue effects
Lesson 5.5: Marketing as an intelligence function
Lesson 5.5: Marketing as an intelligence function
Lesson 6.1: Why churn is never sudden
Lesson 6.1: Why churn is never sudden
Lesson 6.2: Trajectories matter more than health scores
Lesson 6.2: Trajectories matter more than health scores
Lesson 6.3: Predicting expansion readiness
Lesson 6.3: Predicting expansion readiness
Lesson 6.4: Customer value over time
Lesson 6.4: Customer value over time
Lesson 6.5: Customer intelligence as revenue protection
Lesson 6.5: Customer intelligence as revenue protection
Lesson 7.2: Where truth forms: at the intersections of the revenue system
Lesson 7.2: Where truth forms: at the intersections of the revenue system
Lesson 7.3: When intelligence compounds
Lesson 7.3: When intelligence compounds
Lesson 7.4: Timely clarity and decision leverage
Lesson 7.4: Timely clarity and decision leverage
Lesson 8.1: Why forecasting became a leadership problem
Lesson 8.1: Why forecasting became a leadership problem
Lesson 8.2: Confidence matters more than accuracy
Lesson 8.2: Confidence matters more than accuracy
Lesson 8.3: Variance as a signal, not a failure
Lesson 8.3: Variance as a signal, not a failure
Lesson 8.4: Forecasting as a system
Lesson 8.4: Forecasting as a system
Lesson 9.1: The impossible CRO job
Lesson 9.1: The impossible CRO job
Lesson 9.2: Why pipeline volume hides revenue risk
Lesson 9.2: Why pipeline volume hides revenue risk
Lesson 9.3: Customer selectivity in sales
Lesson 9.3: Customer selectivity in sales
Lesson 9.4: Focusing on deals that grow and retain
Lesson 9.4: Focusing on deals that grow and retain
Lesson 9.5: The CRO’s new advantage: foresight and focus
Lesson 9.5: The CRO’s new advantage: foresight and focus
Lesson 10.1: Why marketing is accountable for revenue quality
Lesson 10.1: Why marketing is accountable for revenue quality
Lesson 10.2: Customer selectivity starts in marketing
Lesson 10.2: Customer selectivity starts in marketing
Lesson 10.3: Campaign revenue forecasting
Lesson 10.3: Campaign revenue forecasting
Lesson 10.4: From volume to predictability
Lesson 10.4: From volume to predictability
Lesson 10.5: Marketing as a revenue intelligence leader
Lesson 10.5: Marketing as a revenue intelligence leader
Lesson 11.1: Why churn is never sudden
Lesson 11.1: Why churn is never sudden
Lesson 11.2: Beyond health scores
Lesson 11.2: Beyond health scores
Lesson 11.3: Predictive churn and expansion readiness
Lesson 11.3: Predictive churn and expansion readiness
Lesson 11.4: Customer success as revenue protection
Lesson 11.4: Customer success as revenue protection
Lesson 11.5: How CS improves forecast confidence
Lesson 11.5: How CS improves forecast confidence
Lesson 12.1: Why reactive leadership no longer works
Lesson 12.1: Why reactive leadership no longer works
Lesson 12.2: Predictive steering vs reactive correction
Lesson 12.2: Predictive steering vs reactive correction
Lesson 12.4: Designing growth instead of chasing it
Lesson 12.4: Designing growth instead of chasing it
Lesson 12.5: What calm leadership looks like
Lesson 12.5: What calm leadership looks like
Lesson 13.1: From hindsight to foresight
Lesson 13.1: From hindsight to foresight
Lesson 13.2: Why prediction beats speed
Lesson 13.2: Why prediction beats speed
Lesson 13.3: Seeing direction instead of status
Lesson 13.3: Seeing direction instead of status
Lesson 13.4: When intelligence compounds
Lesson 13.4: When intelligence compounds
Lesson 13.5: What Strategic AI really means
Lesson 13.5: What Strategic AI really means
Lesson 14.1: Why today’s decisions are underpowered
Lesson 14.1: Why today’s decisions are underpowered
Lesson 14.2: Seeing the full decision surface
Lesson 14.2: Seeing the full decision surface
Lesson 14.3: Choosing how you want to grow
Lesson 14.3: Choosing how you want to grow
Lesson 14.4: From forecasts to levers
Lesson 14.4: From forecasts to levers
Lesson 14.5: From forced moves to designed paths
Lesson 14.5: From forced moves to designed paths
Lesson 15.7:
A practical starting point for leaders
Lesson 15.7:
A practical starting point for leaders
Lesson 15.6:
Control, governance and decision leverage
Lesson 15.6:
Control, governance and decision leverage
Lesson 15.4:
Why “build vs buy” is the wrong question
Lesson 15.4:
Why “build vs buy” is the wrong question
Lesson 15.3:
Agents are your workforce, not features
Lesson 15.3:
Agents are your workforce, not features
Lesson 15.2:
Why most AI strategies fail quietly
Lesson 15.2:
Why most AI strategies fail quietly
Lesson 15.1:
Why fragmentation repeats itself at every scale
Lesson 15.1:
Why fragmentation repeats itself at every scale