Our framework for closing the two revenue leaks every B2C company has: loss before the sale and loss after it. Four pillars, one decidable path.
The classic funnel thinks linearly and ends at the sale. The problem: B2C companies lose around 80% of their leads before the sale – and around 65% of their customers afterwards. Pouring more traffic in at the top is filling a bucket with two holes.
The Revenue Cycle System treats both phases as equal revenue sources. It locates the biggest leak first, deepens only where clarity is missing, and builds the right next step – measurably.
Not a funnel.
A cycle.
We locate where revenue is actually lost – with concrete numbers. Revenue Scan, then Deep-Dive Audit.
Explore the pillarMore leads become customers. We close the friction between visit, enquiry, response and close.
Explore the pillarFirst-time buyers become regulars. Post-purchase as its own system – repeat purchase, reactivation, CLV.
Explore the pillarThe system gets used. We anchor usage, ownership and routines – or lead revenue on time.
Explore the pillar| Dimension | Classic funnel | Revenue Cycle System |
|---|---|---|
| Mental model | Linear – funnel from top to bottom | Cyclical – revenue before and after the sale |
| Endpoint | The sale is the goal | The sale is the middle, not the end |
| Growth lever | Pour more traffic in at the top | Close both leaks before scaling |
| Retention | Not part of the model | Equal revenue source (CLV, repeat purchase) |
| Approach | Optimise individual campaigns | Diagnose the main leak, build deliberately |
| Measurement | Conversion rate at the end | Leak impact per phase, measurable |
Revenue Scan or Deep-Dive Audit – we find the biggest leak.
Only where clarity is missing: Lead-to-Revenue Audit, Retention Audit or adoption diagnosis.
The right next step – Conversion Engine, Retention Engine or CRM Adoption Programme.
Only when leadership is genuinely missing: Fractional CRM & Revenue Officer on time.
The Revenue Cycle System is maku's framework for systematically closing revenue loss in B2C companies. It connects four pillars – Revenue Leak Diagnosis, Conversion Optimisation, Customer Retention, and CRM & Team Adoption – into one decidable path instead of isolated tactics.
A funnel ends at the sale and thinks linearly. The Revenue Cycle System thinks cyclically: it treats the phase before the sale (conversion) and after the sale (retention) as equal revenue sources and closes both leaks – instead of just pouring more traffic in at the top.
B2C mid-market companies in Switzerland with recurring purchase potential – aesthetic medicine, travel, premium retail, wellness. Anywhere leads are expensive and customer relationships create value over time.
No. The entry point is always the diagnosis: we locate the biggest leak and recommend only the next sensible step. Many companies start with one pillar and expand once the impact is measurable.
The Human Growth Cycle™ is the relationship model (eight phases, how strangers become loyal customers). The Revenue Cycle System is its operational delivery – the four pillars and offers with which we make those phases measurable.
The entry into the Revenue Cycle System is always the diagnosis. 20 minutes, free.
