Revenue Portfolio Theory
The Permanent and Perishable Tactics of B2B Growth
Most companies are overweight one way of making money and do not know it. This book gives founders and revenue leaders a way to see growth as a portfolio, and the discipline to manage it like one.
Portfolio
Theory
Growth is not one tactic to perfect. It is a portfolio to manage.
Investors do not put everything into one stock. Yet most companies put everything into one way of generating revenue, then wonder why growth stalls when that channel decays. Because every channel decays.
Revenue Portfolio Theory treats growth the way a serious investor treats capital. Six distinct mechanisms, each with its own cost, behavior, and shelf life. Some are permanent. Some are perishable. The work of a leader is not to find the one that wins. It is to know what you hold, what is decaying, and how to rebalance before the market does it for you.
The six revenue mechanisms
Interruption
Buying attention through outbound and paid. Fast and controllable, and the first to decay when you stop spending.
Discovery
Being found when buyers are already looking. Slow to build, durable once it compounds, hard for rivals to copy.
Authority
Earning trust at scale through a point of view. The asset that makes every other mechanism convert better.
Relationship
One to one trust and the networks it travels through. The highest-converting and least scalable of them all.
Community
An owned audience that returns on its own. Expensive to build, and a moat once it belongs to you.
Partnership
Borrowing trust and reach from others. Leverage when it is mutual, dependence when it is not.
Written for the people who own the number
Founders and CEOs
For leaders who feel growth slowing and suspect they are leaning on one mechanism too hard.
Revenue leaders
For CROs and CMOs who want a model for allocating effort and budget that holds up to a board.
Operators and investors
For anyone diligencing a business who wants to read the durability of its revenue, not just its size.
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