We’ll get to it.

But first, we need to talk about Marvel movies.

I love the MCU. To see the four-color comics of my childhood come to life in fantastic fashion is just *chef’s kiss*.

And yes, the pinnacle of that series has to be the two Avengers movies that capped off a decade-long journey of storytelling. Grown men cried. Kids bawled. 

So what do the Avengers have to do with RevCG? A lot, actually. 

Let’s understand why those final movies worked as well as they did.

Were they good movies? Sure. But there are plenty of good movies. Not all of them get the same love.

For ten years, over multiple movies, Marvel had been working to get us invested. Almost every movie in that ten-year span had the Avengers in mind even as they told their own stories. And it showed. 

Which brings us to revenue.

We have already discussed the topic of revenue leak. Basically, it’s what happens when an organization lets revenue slip through the cracks. 

And it usually happens when different departments don’t treat revenue as a process. When they focus on their short-term goals but forget the singular goal of the organization.

Imagine if the MCU movies never built up to the Avengers. Sure, they’d be the same movies, and you’d enjoy them, but the payoff would be much less impactful.

“Hold on,” I hear you say. “This is not an entry about revenue. What the heck is RevCG?”

Well. I told you this would be a long one, didn’t I?

RevCG expands into Revenue Collaboration and Governance. It’s a framework that can help you ensure that there are no cracks in your organization for your revenue to slip through.

So let’s take a look at the two parts of this framework - Collaboration and Governance.


In every organization, at least half the people are what we call “revenue-critical”. This means, what they do, irrespective of what department they are in, contributes to revenue generation.

This also means that to ensure there are zero cracks, they need a clear visibility of this process.

After all, imagine if the directors and writers and editors of the individual movies in the MCU had no idea about what was planned for the Avengers! 

So a clear view of the revenue process makes it so much easier for all departments (and their revenue-critical staff) to work together towards a common goal - the Avengers. Or revenue.


Kevin Feige.

A lot of people have posited that the reason why the MCU has succeeded where others didn’t was because this man, from the top, managed it at a macro and micro level.

His fingerprint was everywhere, in every movie, right from the beginning.

If that’s not an example of successful governance, we don’t know what is.

That’s what the “governance” part of RevCG is - the ability to control the end-to-end revenue process.

The ability to get into the thick of things, making adjustments when necessary. And the ability to zoom out and give vision and direction to the organization as a whole.


Which brings us, once again, to RevCG.

At the core, RevCG is simple. Enable collaboration and governance in a way that the entire organization treats revenue as a process - not just an end result. Much like the Marvel “built into” those Avengers movies. 

But that’s easier said than done, isn’t it? There’s a reason there's no other movie universe like this.

After all, there are so many distractions, so many potential cracks, so many time-consuming tasks, that it’s exhausting to run revenue the way it should be.

What an organization needs is the right tool for the job. Something that makes the process of collaboration and governance smooth and easy.

Let’s talk about how that can happen in your organization.

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