Definition
The percentage of actual revenue achieved, in the first 36 months after launch, against the plan approved at TG2 for the same period.
In detail
Revenue Achievement (RA) is the ratio of actual revenue in the first 36 months after a new product launch to the plan approved at TG2 for the same period, used to measure the revenue performance of a product launch. It addresses revenue target management, helping identify gaps. Unlike profit margin, RA focuses only on revenue scale. Its output is achievement data, used for performance evaluation and forecast adjustments, often linked to financial analysis and strategic planning; in a compliance context, "RA/QA" instead means Regulatory Affairs / Quality Assurance and is unrelated to this term — do not confuse the two.
Example in practice
A new product's TG2-approved three-year (36-month) plan called for 10 million yuan in revenue; actual cumulative revenue in the 36 months after launch was 8 million yuan, so RA is 80%. Management analyzes the reasons, possibly insufficient market demand or poor sales execution. Through RA monitoring, marketing strategy or product positioning is adjusted in time to increase revenue. RA helps the company evaluate the success of the product launch and guide resource allocation.