Due to the complexity of product development and countless issues to manage, resources to optimize and objectives to achieve, how can an organization satisfy all? In this paper we discuss a key product development and business objective, maximizing product revenue, and how to achieve it utilizing a product revenue model. A description of the models components, its implementation during the product development lifecycle and the effective control of five key model parameters are described. Correlation between the development and use of this model to achieve objectives and the organizational system by which products are developed is shown.