Product depth

In financial services, the products a business customer holds against the products customers of the same segment and size hold. The same measure as penetration, joined across product ledgers on the customer identifier.

DefinitionIn financial services, the products a business customer holds against the products customers of the same segment and size hold. The same measure as penetration, joined across product ledgers on the customer identifier.

The join

Each product has its own ledger and its own customer code. Depth exists only once every ledger's code maps to one master identifier. Unmapped revenue is reported as its own line until it is small.

Valued

Each missing product at the firm's margin on it for that band. Ranked per relationship team, capped by the team's capacity.

How it is computed

Products held by a business customer divided by the median held by customers of the same segment and tenure band.

Example

A five-year customer holds two products where similar customers hold four. The missing two, by frequency among peers, are payments and cards.

Where it goes wrong

One products-per-customer average for the bank, which moves with duplicate records more than with selling.

Articles that use this term

Data quality and reconciliation · Healthcare and med-tech

Facility identifiers: mapping ship-to locations to health systems for medical suppliers

How a medical device or supplies company rolls hundreds of ship-to addresses up to facilities and facilities up to health systems, the identifiers that make it repeatable, the assertion that catches a hospital under two systems, and why GPO compliance and product depth are wrong until this is done.

16 Sept 20263 min read Wallet share and penetration · Healthcare and med-tech

GPO contract compliance and product depth per facility for healthcare suppliers

How a medical device, supplies or services company builds one view per hospital from distributor tracings, GPO reports and direct sales: product lines bought against the facility's profile, contracts signed but unused, territory coverage per manager, and the reconciliation to traced and invoiced sales.

16 Sept 20263 min read Wallet share and penetration · Financial services

One customer view across products, reconciled to the ledger: product depth for financial services sales

How a bank, insurer, payments or fintech firm selling to businesses joins its product ledgers on the customer identifier to see product depth per customer against the segment norm, segment movement by product, team coverage, and a roll-up that ties to the ledger.

16 Sept 20263 min read Wallet share and penetration · Financial services

Tenure and depth: the ten-year customers who still hold two products

How a financial services firm reads product depth against relationship tenure, from the customer master and the holdings: products used by tenure band, the depth a customer of each tenure typically reaches, the long-tenure customers well below it, why they are the cheapest cross-sell in the base and the most likely to be assumed fully served, and the list per relationship manager ranked by the gap.

16 Sept 20262 min read Board and management reporting · Healthcare and med-tech

Sales KPIs for medical and healthcare suppliers: ten measures that matter, each with its formula and the export it comes from

The ten sales KPIs a medical supplies or healthcare products company should run on, each with its formula, the export it comes from and what it tells you: contract compliance per facility, product depth per facility against the system norm, invoiced against contracted price, tier earned against tier priced, agreement expiry coverage, facility mapping completeness, standardisation opportunities, facility coverage at cadence, backorder and substitution impact, and system concentration. Also the three measures most suppliers miss, the figures to drop, the identities, and who owns what.

17 Sept 20264 min read