> Revenue is a trailing indicator. When people are just getting started with a new service they don’t just dive in with their full budget. They invest a little

> Revenue is a trailing indicator. When people are just getting started with a new service they don’t just dive in with their full budget. They invest a little and revise their budget allocation incrementally. If you push too hard on revenue you can get 100% of the budget they allocated you today but you are missing the bigger opportunity to give them outsized returns which is what will cause them to allocate you more of their budget in the future.