Take a look at another example. Suppose there is $500,000 of total service renewal opportunities that your customer can purchase. But you only sell $250,000 of service renewals.

That means that $250,000 would be left on the table for the year—with service renewal opportunities typically lasting for a two- to four-year period! If you look at the data provided by the services compounding example earlier in the course, that leaves considerable opportunity on the table! In this example, over a four-year period, that $250,000 per year left on the table can cost your company the opportunity for $1 million in incremental revenue over that period.