Cannibalizing Revenue Articles

Use Coupons and Discounts in Subscription Billing Without Cannibalizing Revenue

Coupons can influence acquisition quickly, but in a subscription business they do more than change conversion. They also affect how revenue shows up in your operating metrics, especially Monthly Recurring Revenue (MRR). Many teams use MRR to track predictable income and plan growth, even though it is not a GAAP or IFRS accounting metric.