The Revenue Account

Dominating all his thinking, determining the breadth and scope of his plans for marketing activity, shaping all of his product recommendations, the revenue account for the product will ultimately decide the validity of the product manager’s product plans. In presenting his recommendations to the company — first to his immediate superior and ultimately to the governing individual or body of the organisation — the product manager may expect to find that, however bored and indifferent they may be to the details of his recommendations, close attention and much interest will be paid to the product’s forecasted revenue account,5 the final and most meaningful measure of product planning.