Revenue Analytics in Retention, Growth, and Churn


This course presents a framework for analyzing the sales organization’s growth capability, using insight into historical revenue retention and churn, and analysis of two different sources of growth – new customer acquisition, and customer expansion.

These analytics – using a specific approach called “MAP” for Maintenance, Acquisition, and Penetration – gives managers and salespeople clarity into how growth is achieved (not simply how much). Adapted from the “Ansoff matrix,” MAP provides a sales planning methodology and quantitative analysis tool tailored to business-to-business sales organizations.

MAP is easy to adopt; it requires no specialized software, and makes use of data sales organizations have on hand. In our view, few tools offer sales leaders as attractive a ratio of value-to-difficulty as MAP, and for this reason we suggest managers include MAP in their set of go-to analysis tools.


Free to enroll for members at the Associate, Individual, and Corporate level.

Course Format

This course module includes two videos totaling about 20 minutes, a practitioners’ guide, two supplemental downloads, and one brief knowledge check quiz. This is an on-demand, self paced short course.

Certificate of Completion

Learners that score 100% on the knowledge check quizzes are provided with a certificate of completion for this course module, and may use the completed course to satisfy Sales Management Association certification program requirements.

Course Fees and Requirements

There are no prerequisites for this course. Course fees are based on SMA membership level.

  • Members at the Corporate, Individual, and Associate membership level may enroll in the course at no cost.
  • Non members and Basic members may purchase this course for US$60.00.

How to Enroll

  • Use this link to enroll in the course.
  • If you are not a full member (Associate, Individual, or Corporate), and you would like to purchase this course, enroll on this page and follow the instructions we email to purchase the course module. create a free. You can also purchase a full membership at this link, and take this and other courses for free.

Become a member

Become a member
Underwriters Learn more