Martín Gil Strategy & IntelligenceMARTÍN GIL STRATEGY & INTELLIGENCE
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Martín Gil Strategy · Executive Resources · ET-013

Decision support tool

Customer and Product Profitability Analysis

Identify where revenue creates value and where it consumes margin and capacity.

Assess economic profitability and strategic value by customer, product or business line.

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Editable XLSX file compatible with Excel, Numbers and Google Sheets.

On iPhone: tap “Download”, not “View”, then open the file in Apple Numbers to edit it without Microsoft 365. Safari Quick Look may not represent the workbook correctly.

When to use itWhen revenue is growing but it is unclear which customers, products or channels generate margin and cash.
What to prepareRevenue, direct and service costs, discounts, returns, working capital, incidents and resources consumed.
What you will obtainSeparate sales volume from economic value and strategic relevance.

What problem it helps solve

Assess economic profitability and strategic value by customer, product or business line.

Questions to answer before deciding

  • What margin remains after direct cost?
  • How much support, time and complexity are consumed?
  • What financing cost and collection risk are created?
  • Does volume compensate for discount and complexity?
  • Are revenues repeatable and predictable?

How the result is interpreted

The 0–100 result is calculated only from confirmed rows. Document completeness is shown separately so that a completed worksheet is not confused with a favourable decision.

What it does not replace

The tool structures a decision. It does not replace financial, legal, tax, technical or human review when specialist verification is required.

User guide

How to use the tool

1

Define the scope

Specify the decision or situation being assessed.

2

Record evidence

Use verifiable data and documents.

3

Score from 1 to 5

Use one consistent and justified scale.

4

Close with accountability

Assign a condition and owner before confirming a row.

Within the framework

Diagnose

This tool forms part of the MGS Strategic Intelligence Framework™ and should be interpreted together with evidence, limits and the review mechanism.

Further reading

  1. Porter, M. E. (1980). Competitive Strategy. Free Press.
  2. Porter, M. E. (1985). Competitive Advantage. Free Press.
  3. Mintzberg, H. (1994). The Rise and Fall of Strategic Planning. Free Press.
  4. Kaplan, R. S. y Norton, D. P. (1996). The Balanced Scorecard. Harvard Business School Press.
  5. Christensen, C. M. (1997). The Innovator’s Dilemma. Harvard Business School Press.

Review methodology criteria, scoring and limitations.

Next step

When the tool identifies material exposure

Convert material gaps into a decision question, a verifiable scope and an expected outcome.

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