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Understanding Profit Margin & Your Rate of Growth Calculation

Download: RevOps Playbook Template

March 25, 2024

By Maddy Wiehe

Understanding the rate of growth calculation and profit margins is essential for financial and revenue operation leaders. These metrics equip leaders with valuable insights into financial health and are key in data-driven decision-making. By diving into these metrics, you can create strategic revenue goals and identify opportunities to increase the bottom line. 

What Are Growth Rates?

Simply put, growth rates show the percentage of growth in a certain area over a certain period. For example, a company’s annual growth rate indicates the percentage of change in revenue year over year. 

Financial leaders use their rate of growth calculation to understand how a company is growing, predict future growth, and spot any negative trends. 

How to Calculate Rate of Growth

To get your rate of growth calculation, you will need to identify your metric, timeline, beginning value, and ending value. Then, you can enter those metrics into this formula:

Growth Rate = (Ending Value - Beginning Value) / Beginning Value

What Are Profit Margins?

A profit margin shows how much a business profits from revenue streams. This percentage represents a business’s profitability by showing revenue kept after costs. For example, a 40 percent net profit margin indicates a net profit of $0.40 for every dollar made. 

This brings context to large gross sales or earnings numbers and allows financial leaders to access their companies’ performance. Furthermore, these numbers can provide insights into where the company needs to optimize or reduce costs to increase the bottom line. 

Types of profit margins to consider include:

Gross Profit Margin

This calculation shows the percentage of profit after direct costs of production or cost of goods sold (COGS). This covers the price of materials and employee pay but not debt, taxes, operating expenses, overhead, or one-time expenses. For example, if a bakery sells a muffin for $6 and the ingredients cost $2, the gross profit is $4, regardless of any overhead costs, taxes, and so on. 

This number provides insights into resourcing and pricing. If the gross profit margin is very low, it may be time to consider different vendors, more efficient resourcing, or higher prices. 

How to Calculate Your Gross Profit Margin

First, identify your COGS and net sales revenue. Then, plug those numbers into the formula below:

Gross Profit Margin = (Net Sales - COGS) / Net Sales

Operational Profit Margin

Your operational profit margin is the amount of profit you have left after covering all operational expenses. These expenses include building maintenance, advertising, research and development costs, cost of goods sold, and wages. However, this number still does not include debt, taxes, or any non-operational expenses. 

RevOp Playbook Template


Sometimes referred to as your operating margin or return on sales (ROS), this metric shows how well a company is managed and how effectively it generates a profit from sales. If profit margins are low or inconsistent, RevOps leaders need to examine and enhance management controls, processes, and marketing strategies. This will help to stabilize and increase profits. By analyzing and adjusting these key areas, businesses can work toward achieving higher and more consistent profit margins. 

How to Calculate Your Operational Profit Margin

Identify your operating earnings by subtracting your earnings before interest and taxes (EBIT) from your total revenue. Then enter those numbers into the below formula:

Operational Profit Margin = (Operating Earnings / Total Revenue)*100

Net Profit Margin

Your net profit margin indicates the total percentage of profit after accounting for all expenses and additional income. This provides a holistic view of your company’s profitability. 

With a clear understanding of your company’s overall financial performance, you can assess your company’s ability to convert income into profit as a percentage. 

How to Calculate Your Net Profit Margin

Identify your net income by subtracting all business expenses from your total revenue. Then enter those numbers into the below formula:

Net Profit Margin = (Net Income / Revenue)*100

How to Improve Your Profit Margins and Rate of Growth

By using these metrics, you can understand your company's financial health—and, even better, make strategic decisions to improve it. There are a few key areas that will have a direct impact on these metrics and your ultimate bottom line:

Aligning Around Goals

Take some time and identify your YOY growth rate to about five years, if possible. Doing so will show how your business is trending and provide a framework for you to set upcoming goals. 

This will show if your growth rate is trending upward, remaining stagnant, or trending downward. From there, you can create goals rooted in data and ensure your team is aligned in reaching those goals. This will eliminate silos, duplicate efforts, and ensure all team members are focused on business efforts that move the needle toward those goals. 

Assessing Your Pricing

If you’re finding your gross profit margins are too tight, make sure your pricing is competitive to your industry standard. If costs of materials are rising, you may need to take that into consideration when reviewing your pricing model.

Checking Your Vendors

If your pricing is competitive while inside your industry range, look at your vendors to ensure you are getting the best ROI. This may mean shopping around for materials and making sure your marketing efforts are performing well. 

Diving into Your Processes

Your operational profit margin can be a great indicator of a need to improve your RevOps processes. Many companies waste significant time searching for information. Clear processes help information flow smoothly between marketing, sales, and customer service, enabling teams to collaborate effectively. 

Smooth processes lead to better customer experiences, satisfaction, loyalty, and advocacy for potential and current customers.

Moreover, well-oiled processes lead to better customer experiences, which results in satisfaction, loyalty, and advocacy for potential and current customers. Retaining customers costs far less than gaining new ones, and great internal processes will reduce friction for them and reduce the risk of churn. 

The Ultimate RevOps Playbook

Ready to accurately get your rate of growth calculation and finally improve your growth rate and profit margins? Our step-by-step guide will provide you with everything you need to align your teams and tap into new revenue opportunities. Drive sustainable growth by optimizing your revenue streams, and watch your bottom line soar.


Our comprehensive RevOps Playbook Template provides you with all the resources and guidance you need to align your marketing, sales, and customer success teams for maximum revenue potential.

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Topics: Analytics, Finance, Revenue Operations