Reference
Latent Revenue
The gap between what your existing customer base should be producing and what it is producing. A counterfactual number: not pipeline, not forecast, and not a total of deals anybody has opened.
What it is not
Not pipeline, or a forecast of deals in flight.
Where it was staked
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Latent revenue is the money already sitting in your existing customer base, unmeasured and uncollected. It stays invisible because no number, no owner, and no instrumentation exist. Naming it is the first move toward collecting it.