Site penetration and product attach for B2B telecoms sales

A telecoms provider measures churn by logo and misses the more useful number: for every customer, how many of their sites are on the provider's network and how many are on someone else's. A customer with forty sites and twelve on-net is not a retained logo; it is twenty-eight sales that have never been made. This guide sets out site penetration and product attach from billing, and the account manager's list they produce.

The measures

Per customer:

Site penetration = sites billed ÷ sites in the customer's estate

Per site:

Product attach = products billed at the site ÷ products in the norm for the customer's type

Per account manager:

Load = logos owned against quotes logged in the window; the gap list capped by capacity

The rows you need

• Billing: one row per customer, site, product and period, with revenue. Most billing platforms export this directly.
• Estate: sites per customer, from the CRM, the tender, or a public register, with the source recorded.
• Customer master: type, size band, account manager.
• Product list: connectivity, voice, security, cloud, as sold.

Customer identifiers only; site addresses hashed.

The roll-up

1. Customer by site by product: billed, revenue.
2. Customer by site: products attached, gap against the norm.
3. Customer: sites billed against estate, penetration, valued gap at average revenue per site.
4. Account manager, region, company: assert that site revenue sums to the customer, customers to the manager, managers to the ledger.

billed revenue = Σ regions = Σ account managers = Σ customers = Σ sites = Σ products

The by-site equality catches a site billed under two customer accounts after a merger. The by-product one catches a product re-coded in billing.

A worked example

One customer, estate of 42 sites from the CRM, norm of connectivity, voice and security.

Site penetration on connectivity is high; the estate is nearly all on-net. Attach is where the money is: twenty-three sites without voice and thirty without security, on a network the provider already serves. The account manager's list opens with security at the thirty sites, valued, and the four off-net sites beside it.

Where it goes wrong

Sites under duplicate identifiers. The same site billed twice after a re-contract appears as two sites and penetration exceeds the estate. The by-site assertion fails; the billing system needs one site identifier per address.

Estate not maintained. A customer that closed ten sites two years ago is measured against forty-two and looks under-penetrated. Refresh the estate from the customer at each review and record the date.

Products bundled. A bundle billed as one line hides which products the site actually has. Unbundle in the mapping, or measure attach at bundle level and say so.

Resellers as customers. A reseller with hundreds of sites is not one customer estate. Keep the channel flag and measure resellers against resellers.

Every month, from billing

Mapped once, the billing export and the CRM estate produce site penetration, product attach and the account manager's list every month, reconciled to billed revenue. Covirage builds this from the export as it is. The telecoms page describes the setup, and you can upload a sample billing export and see the roll-up on your own rows.