Ken Nottage has been at Gloucester since 1999
Gloucester managing director Ken Nottage estimates that making the Heineken Cup quarter-finals would be worth £500,000 to the club.
The Cherry & Whites go to Biarritz this weekend with both teams having opened their schedules in Pool Two with a win.
Nottage told BBC Gloucestershire: "It's not just the direct revenue.
"Many things flow from it. There is a higher profile and more sponsorship. It's a valuable stage to get to and we're in a pool where we can do OK."
Gloucester's best Heineken Cup run took them to the semi-finals in 2001, but Leicester and Wasps are the only English clubs to have reached finals in the last decade and Nottage does not think it will get any easier.
Some of their squads could cost twice what a squad would cost in the Premiership
Ken Nottage on French clubs' budgets
"It's hard to compete against the French teams because they are not constrained by the salary cap", he said.
"Some of their squads could cost twice what a squad would cost in the Premiership. English clubs also have a lot of demands on them, not only financial but also in terms of squad size and the release times for international players.
"I maintain you need luck on your side to come through all that and reach the final."