Measuring Intangible Revenues

© Karl-Erik Sveiby Aug 1998, updated Sept 2003. All rights reserved.

Here is a Four-step method that I have found quite useful for measuring Intangible Revenues.

  1. Print out last year's customer list.
  2. Use the template below to create a worksheet with eight columns, see below.
  3. Give one tick for each customer that:

The customers comprising 80% of sales should suffice. Many customers will receive several ticks.

  1. Replace the ticks with the sales volume of that particular customer and present the results.

Use the work sheet below to categorize your customers.




Intangible Revenues

 TOTAL RANK
Customer Sales
Volume		 Contributes to
Financial Capital		 Contributes to
External Structure		 Contributes to
Internal Structure		 Contributes to
Individual Competence
 


- Has own growth higher than the average customer
- Comes with high profit projects (> 1st quartile)
 		 - Gives references
- Gives active referrals
- Is willing to act as references
- Is in one of our priority specialty sectors		 - Comes with BIG projects
- Requires new solutions  that can be leveraged to other customers		 - Our employees and younger professionals learn from it
- Our Senior executives learn from it
 
A $100000 $100000


$100000 3
B $90000
$90000

$90000 4
C $70000

$70000 $70000 $140000 1
D $60000



$60000 5
E $50000 $50000
$50000
$100000 3
F $30000 $30000 $30000 $30000 $30000 $120000