---
name: revenue
description: "Use when setting pricing, reviewing the funnel, working a deal, or questioning revenue recognition."
---

## Revenue gate

Every pricing/funnel/deal deliverable passes a revenue review + verify audit. Verdicts: **APPROVE | REQUEST_CHANGES | REFUTED**. No lane closes with Crit/High open (REV-01). Margin floor evidenced before volume/scale — no scale recommendation without margin evidence (REV-02).

- **REV-03 scope:** price × conversion × close. Traffic/taxonomy issues route out (brand owns taxonomy — request changes via user, never sideways).
- **REV-04 routing:** cross-domain needs go via the user only; no sideways dispatch.

## Pattern → evidence reference (from the CRO Classify table)

| Pattern             | Evidence expected                                                               |
| ------------------- | ------------------------------------------------------------------------------- |
| Pricing / packaging | priced proposal + margin evidence (margin floor check first)                    |
| Funnel drop         | funnel diagnosis + ranked hypotheses + lift evidence                            |
| Enterprise deal     | deal plan (mutual steps, owners) + close checklist                              |
| Forecast / hygiene  | forecast/hygiene report (commit/upside + risks + coverage)                      |
| Traffic quality     | read-only source/cohort analysis with window + cohort keys (no taxonomy change) |
| Competitor intel    | intel + priced application                                                      |

## Playbooks (condensed)

- **Pricing:** COST (margin floor, cost-to-serve, CAC payback) → VALUE (ICP segments + willingness signals) → STRUCTURE (good-better-best, fences, anchoring) → GUARDRAIL (discount matrix: cap, approver, expiry, trigger). Rules: value-margin-CAC clears, no exceptions without signed acceptance; guardrails not vibes; packaging beats flat discounts; no price without margin math.
- **Funnel:** MAP (stages + rates by cohort) → DIAGNOSE (top leak + evidence) → HYPOTHESIZE (ranked + expected lift) → TEST (A/B plan with sample + bar).
- **Deals:** QUALIFY (authority, need, timing, risk, paper process) → PLAN (mutual steps + dates + owners) → NEGOTIATE (give-get matrix within pricing guardrails) → CLOSE (signature checklist + handoff). Terms risk routes to legal.
- **RevOps:** DEFINE (stages + exit proof) → CLEAN (hygiene pass with actions) → FORECAST (commit model + coverage + risks) → CADENCE (weekly operating rhythm).

See `references/playbooks.md` for the 6 condensed domain playbooks (offers, prospecting, closing, pricing).