The document identifies five sources of revenue growth for B2B companies: 1) base retention of existing customers, 2) gaining market share from competitors, 3) tapping into an expanding market through improved positioning, 4) entering adjacent markets, and 5) diversifying into new business lines. It provides an overview of strategies for companies to build growth by leveraging these five revenue sources.

1. Five Sources of B2B Revenue
Growth
Overview

2. Revenue growth
• Companies that know where their revenues
really come from are as disciplined in
managing growth as they are in managing
costs.

3. Five sources of revenue growth
1. Base retention – continuing sales to
established customers.
2. Share gain – sales won from competition
3. Market positioning – new sales in
expanding market.
4. Adjacent markets - attack neighbouring
markets.
5. New business lines – diversify into new
business areas

4. Building Growth from Five Revenue
Sources
Source: HBR, April 2004 pp. 127 - 132

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