---
title: What is Revenue opportunity?
url: https://markin.ai/glossary/revenue-opportunity
category: Markin vocabulary
---

# Revenue opportunity

> A revenue opportunity is a named, sized and addressable gap between what a customer segment is worth today and what it could be worth. It states the population, the mechanism, the expected value and the confidence, so it can be ranked against every other opportunity rather than argued about.

## Why it matters for ARPU

Growth teams rarely lack ideas; they lack a comparable unit of work. Sizing every opportunity the same way is what makes an ARPU roadmap a portfolio instead of a backlog.

## Related terms

- [Signal](https://markin.ai/glossary/signal), A signal is an observed change in customer behaviour, product state, payment health or market context that carries information about future revenue.
- [Hypothesis](https://markin.ai/glossary/hypothesis), A hypothesis is a falsifiable statement linking an action to a revenue outcome for a defined population: if we do X for segment Y, metric Z moves by roughly N because of mechanism M.
- [Opportunity feed](https://markin.ai/glossary/opportunity-feed), An opportunity feed is a continuously refreshed, ranked list of revenue opportunities detected in a customer base, each with its population, expected value, supporting evidence and suggested next action.
- [ARPU](https://markin.ai/glossary/arpu), ARPU, average revenue per user, is total revenue in a period divided by the average number of active users in that period.

## Go deeper

- [Revenue discovery](https://markin.ai/solutions/revenue-discovery), How opportunities are found and sized.
- [ROI calculator](https://markin.ai/roi-calculator), Size the opportunity in your base.

Source: https://markin.ai/glossary/revenue-opportunity