In this session, revenue expert Will Sullivan breaks down the ARR Waterfall Framework—a proven approach for analyzing growth, churn, and retention at the customer-product level to uncover the true performance of your revenue engine.

You’ll learn how to:

-Break ARR into actionable components like upsell, churn, and lapse

-Diagnose expansion risk and revenue leakage before the board does

-Align GTM and Finance teams around one shared, strategic view of revenue

-Use ARR Waterfall insights to improve planning, valuation, and exit outcomes