What is revenue generation?

An individual service subscriber who generates recurring revenue for a company. This is used as a performance measure with analysts, investors and other participants. Investors will look for a company to increase its revenue generating units over time because this suggests that the company is remaining competitive.

We use the term "Revenue Generation" instead of "sales" or "marketing" because the discipline of generating revenue should penetrate every corner of your organization. Revenue generation doesn't just reside in your sales & marketing department.