Measure
Untouched Revenue
Untouched Revenue is the revenue your company delivers without you being part of the delivery. You may have sold it. Selling is not delivery. It is the one number Chris Out coaches on, measured monthly, in euros.
Why this is the number
Revenue tells you how much comes in. Untouched Revenue tells you how much of it your company can deliver without you. The gap between the two is the founder bottleneck, in euros. Most agencies grow revenue and leave the gap where it was, which is why growth feels heavier instead of lighter.
How it is measured
Per client, per month, binary. If you delivered, reviewed, repaired or stepped in for more than thirty minutes for a client in a month, that client's revenue does not count as untouched that month. Below thirty minutes it counts in full. No estimates, no percentages: one row per client per month, yes or no. See the thirty-minute rule.
What it leads to
Untouched Revenue per month, held three months in a row, sets your U-level. It is also the Autonomy meter in C.A.L.M.. The stricter second measure, where you also did not sell it, is Zero-Touch Revenue.
Frequently Asked Questions
Does revenue I sold myself count as untouched?
Yes. Selling is not delivery. Untouched Revenue asks whether the company can deliver the promise without you. Whether it can also sell without you is the second measure, Zero-Touch Revenue.
Why a euro amount and not a percentage?
Because a percentage hides the size. Eighty percent untouched of €12k is a freelancer with help; €50k untouched is a company. The question is how much comes in without you, not what share that is.
How do I find out my number?
In the free 45-minute Diagnosis we run your client list through the rule and read your U-level from it. Book it on the agency coaching page.