19Sales and revenue: the contract that decides weeks aheadA corporate contract doesn't fix a price — it locks up capacity, weeks ahead. Evaluating a contract with a revenue lens: displacement, blackout dates, ceiling caps.8 min20Group business and displacement through a sales lensWhen is a group a blessing, and when a burden? Displacement maths with a sales lens: what a group crowds out, and how to price above break-even on high-demand days.8 min21Pace-driven marketing: spend where the gap isThe marketing budget goes not to the month but to the dates with a gap. A January pace map: where to spend, where to raise rates instead — and why less brings more.8 min22Campaign ROI: incremental vs. cannibalizationA campaign succeeds not when bookings come, but when new ones do. Incremental vs. cannibalization: computing net campaign impact, cost, and break-even.8 min