Will this help us grow revenue by attracting new business or unblocking deals?
Net new revenue
Will this help us increase revenue from existing customers, through upsell or cross-sell?
Expansion revenue
Will this increase stickiness/activation and therefore reduce churn?
Churn reduction
Will it help increase adoption of [products/platform]?
Adoption
Is it innovation or a differentiator ?
Brand awareness
Roughly what % of customers is it relevant to? < under 25% / 25-50% / over 50% >