Playbook: How to Track Revenue Signals from Community

# Role: Community/DevRel

# Theme: Revenue Operations / Enablement

# Theme: Leadership & Executive Perspectives

# Format: Best Practices & Playbooks

# Challenge: Cross-Functional Alignment

A practical framework for showing how community activity translates into attributed revenue, influenced revenue, and deal velocity.

October 1, 2025 · Last updated on November 7, 2025

Anthony DeShazor

Joshua Zerkel

Go beyond activity metrics with a measurement playbook that helps community leaders prove impact through data executives care about.

For many community leaders, proving impact is the hardest part of the job. Engagement is easy to measure. You can count forum posts, webinar attendees, or newsletter opens. What’s harder is showing how those interactions translate into business outcomes. Without that evidence, executives often see community as a “nice-to-have” rather than a growth driver.

In a recent Executive Insights with Gradual webinar, Anthony DeShazor, Founder and CEO of Protia Revenue Systems, shared a framework for measuring community in ways that align with revenue goals. With 25 years of experience as a three-time Chief Customer Officer, Anthony has led SaaS companies to over $1B in ARR and cut hundreds of millions in churn. His approach to measurement focuses on telling a story that business leaders understand.

“Most communities have the data,” Anthony explained. “The biggest part is telling the story — connecting what’s happening in the community to what’s happening outside.”

Why measurement matters

Executives rarely question whether community is useful. They know it drives support, advocacy, and goodwill. The problem is that goodwill is not enough to secure investment. Leaders want to see numbers they can add to forecasts and dashboards.

Anthony put it bluntly: “If you can’t measure it, it’s kind of like it didn’t happen.”

The challenge is that community influence is rarely linear. A prospect may read forum posts, join a webinar, and interact with peers, but the actual purchase decision might be attributed to a marketing campaign or a sales meeting. To overcome this, Anthony recommended broadening how we measure impact.

The three dimensions of community impact

Anthony’s framework centers on three dimensions. Together, they move the conversation from activity counts to business outcomes.

1. Community-attributed revenue These are deals that start in community. For example, a prospect might attend a community-led event, engage in discussions, and then convert to a customer. In this case, community was the direct source of revenue.

2. Community-influenced revenue More often, community plays a supporting role. A lead may have originated through marketing, but their participation in a community event or their conversations with customer advocates helped them move toward a decision. “You have to play the game of absolutely knowing how to communicate your value,” Anthony said. “Maybe you won’t win attribution, but you can show influence.”

3. Deal velocity This is the metric many leaders overlook. “Did community play a role in actually influencing and changing the velocity of the deal?” Anthony asked. If opportunities that touch community close faster than those that do not, that’s proof of impact. The difference between a six-month cycle and a three-month cycle can be a decisive factor for executives.

How to put this into practice

Frameworks are useful, but leaders need ways to operationalize them. Anthony offered practical advice for making these dimensions visible.

Compare performance across segments Track how conversion rates, deal sizes, and sales cycles differ between prospects who participate in community and those who do not. The goal is to create a baseline and then show the lift community provides.

Extend beyond acquisition Community also drives adoption, retention, and expansion. Run feature-focused webinars or use case competitions that highlight how customers succeed with your product. Then, track whether the participants expand their contracts or renew at higher rates. “When you do programs like that,” Anthony said, “you not only get engagement, you uncover opportunities.”

Connect feedback to product Customer insights often emerge in community, but their value is lost if they are not tagged and tracked. “If it’s not tagged in the product management system, that linkage is lost,” Anthony cautioned. By linking feedback to roadmap decisions, you can demonstrate how community directly shapes product outcomes.

Building the story

Measurement is not just about producing numbers. It’s about telling a story that resonates with executives. That means moving from abstract claims about engagement to evidence of revenue impact. Anthony’s framework provides the structure, but the leader’s role is to bring it to life with comparisons, case studies, and clear explanations of why community matters.

“If you can’t show it, then it’s almost like it didn’t happen,” Anthony repeated. For community leaders, the message is clear: you need to be both an engagement strategist and a data storyteller.

Takeaway

Tracking attributed revenue, influenced revenue, and deal velocity gives community leaders the language executives understand. These metrics connect the dots between participation and growth, retention, and efficiency. They move community out of the realm of “warm fuzzies” and into the category of growth levers.

For leaders ready to make that shift, this framework is the place to start.

▶️ Watch the full replay here: https://community.gradual.com/public/events/executive-insights-with-gradual-unlocking-the-revenue-engine-hiding-in-your-community

Comments (0)

Popular

Table Of Contents