In total revenue management, businesses take a holistic approach to managing all aspects of revenue, including pricing, demand, and distribution. This comprehensive approach allows businesses to optimize their revenue across all channels and touchpoints (e.g., online, in-store, call center, etc.). Total revenue management is a strategic approach that can be used to increase profits and grow a business. When done correctly, it provides a 360-degree view of the customer journey and allows businesses to make data-driven decisions that improve the bottom line.