Not all revenue is the same
Every pound or dollar your company makes isn’t the same.  
Sometimes that pound/dollar you earn will cost you seventy five pence/cents to make.  
Other times it costs you ten pence/cents.
And more often than you think, it costs you a pound/dollar ten, or even two pounds/dollars.
It’s time that you get very clear on what it costs you to earn your money, because all pounds/dollars are not created equally.
Your company’s success depends on your understanding of this.
Your company’s profit depends on your mastery of this.
And how much money you are able to take home for you and your family to enjoy depends on your mastery of this.
Understand the data.