Does your CRM create revenue, or claim it?

Your CRM dashboard says the winback flow generated €400k last quarter. Your finance team says revenue is flat. Both are looking at real numbers.

The gap between created and claimed revenue is where most retention budgets live. Attribution windows, campaign overlap and missing holdouts make almost every lifecycle report optimistic.

This guide walks through holdouts, overlap, margins and measurement windows, with a calculator and a worked example you can run against your own numbers.