When a mission-critical application fails, the loss of?business revenue is large and swift. Poor application?quality causes highly-visible major outages; it also?causes ongoing lapses in business performance thatare less visible, but steadily add up to substantial revenue?loss. Even minor quality improvements can result in?significant business gain. Yet, executives struggle to build a business case to justify proactive investments?in application quality. This paper presents a quantitative?framework for measuring the immediate and positive?revenue impact of improving application quality.