The Propulsion Revenue Institute™

Enterprise Revenue Leadership.
Built for SMBs.

Human Experience. AI Assistance.™

The Propulsion Revenue Institute™ brings the discipline, intelligence, and operating strength of a Fortune-500 revenue organization to small and midsize businesses — without the cost, complexity, or organizational disruption.

Finally, a revenue operating model designed for the businesses that need it most.

Take the Revenue Propulsion Assessment See How It Works
100 of 100 Founding 100™ seats remaining
Mike Ratchford, Founder of the Propulsion Revenue Institute
Mike Ratchford Founder · Author of Revenue in Motion™
The problem

Most SMBs don't fail because they lack ambition.

They fail because revenue moves through their business in pieces — scattered across departments, disconnected systems, and measurements that don't tell the real story.

The answer

PRI exists to change that.

We unite Human Experience with AI Assistance™ to create a connected revenue operating model that small and midsize businesses can finally afford — and immediately put into motion.

  1. i Revenue leaks between teams Departments perform well, but revenue stalls in the handoffs no one owns.
  2. ii Activity looks good The reports are green. Revenue movement is broken.
  3. iii No enterprise visibility Leaders see activity, not movement — and can't see it in time.
  4. iv AI adds noise More tools, more dashboards, less clarity.
  5. v No CRO. No BI team. SMBs cannot afford enterprise headcount or enterprise systems.
The consequence

Revenue Leakage

Not a people failure — an operating-model failure.

“Revenue moves through the entire organization. A delay, disconnect, or missed handoff anywhere can create Revenue Leakage.”

02 The Enterprise Advantage

PRI gives SMBs what only enterprises used to have.

Enterprise-grade revenue leadership, without enterprise-grade cost.

i A unified revenue operating model One model, one direction, one definition of success.
ii Cross-functional alignment Every team understands its contribution to revenue.
iii AI-assisted leadership AI accelerates the work. Human experience makes the decisions.
iv Dual KPI measurement Was the work done — and did the work matter?
v Real-time revenue visibility Movement, patterns, and exceptions in one view.
vi A connected system Revenue moves forward instead of stalling between silos.

All without hiring a CRO, building a BI team, or reorganizing the company.

“The Institute makes enterprise-level revenue leadership accessible without enterprise-level executive overhead.”

03 The System

The Revenue Propulsion Operating Model™

Built by PRI. Implemented by EOF. Powered by AI. Led by humans.

Revenue does not belong to one department. It moves through the entire organization — and Revenue Propulsion™ connects that movement.

REVENUE
I

The Eight Propulsion Stations™

Every revenue-affecting function becomes a station with ownership, KPIs, connected data, human judgment, AI assistance, and defined action. Each carries a weight, because not every station moves revenue equally.

Leadership
15
Marketing
13
Sales
15
Operations
12
Customer Service
13
Human Resources
10
Finance
12
Artificial Intelligence
10

Weights total 100. The eight stations carry all 115 assessment questions — and the ten Revenue Dams™ sit between them, where movement actually stops.

II

Dual KPI Leadership™

Enterprises measure both. PRI brings Dual KPI Leadership™ to SMBs.

Operational KPI
Was the work done?
Revenue KPI
Did the work matter?
III

Reoff™ — the Human-Experience AI Assistance Model

Not a CRO. Not a dashboard. Not a bot. Reoff™ strengthens human capability, monitors the Revenue Control Center™, eliminates Revenue Noise, and expands organizational intelligence.

AI accelerates the work. Human experience makes the decisions.

Meet Reoff™ →
IV

Revenue Control Center™

  • Real-time KPI visibility
  • Pattern recognition
  • Exception alerts
  • Leadership recommendations

The SMB's version of a BI team — without hiring one.

04 The Production Engine

PRI builds the system. EOF puts it into production.

“End of Funnel is a production company built to put the Revenue Propulsion Operating Model into action.”

Implement the Framework with End of Funnel How the Institute Works
  • Data connection
  • Automation
  • AI-assisted execution
  • Continuous revenue movement
05 The Revenue Propulsion Assessment™

Discover how revenue actually moves through your business.

A 360° diagnostic that reveals your Revenue Dams™, organizational noise, KPI gaps, and Propulsion Station™ readiness.

$495 Free

Free for the first 100 SMBs as we establish institute baselines. Complete the assessment and receive a free digital copy of Revenue in Motion™.

Start Your Free Assessment
0 MOVEMENT SCORE
An example result — your Revenue Movement Score™ and the findings behind it.

What You ReceiveYour assessment deliverables

  1. i A Revenue Dam™ map
  2. ii A Propulsion Station™ readiness score
  3. iii A Dual KPI alignment report
  4. iv A Revenue Movement Score™
  5. v A personalized Propulsion Blueprint™
  6. vi AI-supported recommendations from Reoff™
  7. vii A clear path to enterprise-grade revenue movement
  8. viii A free digital copy of Revenue in Motion™
  1. i Define the average The average SMB Revenue Movement Score™.
  2. ii Identify the patterns The most common Revenue Dams™.
  3. iii Establish benchmarks The first Dual KPI alignment benchmarks.
  4. iv Shape the standards Findings shape future Institute standards.
  5. v Strengthen the community The whole SMB community benefits.
  6. vi Not a discount An invitation to help build the future of SMB revenue leadership.
07 The Institute Educates

Knowledge creates understanding. Application creates capability.

Begin here The Vocabulary Every approved term with its official definition. Learn the language → The framework Blueprint Components All ten components of the operating model. Study → Education The Academy™ Seven academies for individuals and leadership teams. Explore → The library Knowledge Center™ Volumes, research, and downloads. Enter →
08 A Note From the Founder

Why I built this.

For a long time I watched two different worlds operate.

Large enterprises had revenue discipline — a shared language, departments aligned to the same outcome, and measurements that connected today's decisions to tomorrow's enterprise value. Small and midsize businesses had every bit of the ambition and almost none of that structure.

It was never about intelligence or effort. It was access. The thinking existed — it just cost more than a small business could ever justify.

So I wrote it down. Revenue in Motion™ became the method, and the Propulsion Revenue Institute™ became the place where it's taught, standardized, and kept honest — a body of knowledge a business can learn from, rather than a service only a few can afford.

That's the whole idea. Enterprise revenue thinking, built for the businesses that need it most.

Mike Ratchford Founder & Author · Creator of Revenue Propulsion™
About the Institute The Book & Speaking

Your business doesn't need more activity. It needs more movement.

Take the Assessment The Founding 100™

Human Experience. AI Assistance.™