The bowtie funnel derives from the traditional funnel laying on its side, with the new funnel as a mirror image. The phases of the new funnel include maintaining impact, a recurring revenue stream and the customer’s lifetime value.

In other words, while the historical data model focuses more on prospects, leads and closing a sale, the new, adjoining funnel brings the entire process together by showing the importance of all the other service components of retention, including customer success, development and accounting. The closed-loop system involves stages of loops as the customer grows and nurtures itself through the funnel.

As the nurturing loop represents the left side of the funnel, the growth loop makes up the right side. The growth loop highlights a happy client who achieves recurring impact and continues to renew and expand the relationship.

Customer centricity surrounds the philosophy of recurring revenue from the same customer. The key to creating recurring revenue is continuous impact. Recurring revenue occurs when a company continuously delivers its client the services it promised from the initial sale.

Historically, most of the actions taken in Sales and Customer Success are based on a LINEAR model (for example, to get more results, you need a higher volume of deals, or customers, etc.). As you learn about this modern mathematical model, you will see that for recurring revenue businesses, the math has changed to an EXPONENTIAL and COMPOUND model.

Following the trends in B2C, we see a growth of the Product Led Growth model in the B2B space. In this video Jacco explains how PLG works, what is the role of PLG, and how PLG impacts other GTM models. The models used in this video are explained in other videos in the channel if you wish to go deeper. But not to worry… Jacco provides a recap of these models so you can enjoy these insights right away,

Sales isn’t just about closing deals or finding leads; if you want to do it well, it’s far more scientific than that. So let’s break it down! Here’s the first scientific model that you should understand:: the business model. Jacco talks through the range of business models, whether ownership, subscription, or consumption, and how the business model affects the sales cycle, the win rate, the go to market model, and more.

There are plenty of sales frameworks out there, but no cohesive operating model for how recurring revenue businesses can achieve sustainable growth. Until now…
Watch to learn:
– the key principles of recurring revenue that all revenue leaders should understand,
– how to align the functions of Marketing, Sales, and Customer Success using one consistent open standard
– the fundamental principle of recurring impact, and what it means for how recurring revenue businesses operate
Also see where you can sign up to download the Open Standard templates, all based on lessons learned from working with recurring revenue businesses over the past 10 years.

WbD Research – Customer Success as a Profit Center

Identify critical hand-off moments

Renewals are a significant milestone in your customer’s journey, but they don’t just happen at one single moment. In order to effectively and predictably drive renewals, you must be focused on delivering impact at each touchpoint in the customer lifecycle. You should always remind customers of life before they used your solution, point out goals they’re looking to achieve, and deepen your impact to make your solution indispensable.

When trying to reach the decision-maker in a deal, there are several different ways that you can go about it.

It’s not just about messaging as many people at the account until you get a response; what’s key is to get a sense of the people involved, how they fit together with each other in their organization, and then determine the best method of getting in touch with the right people.

This blueprint shows four key ways that you can go about this, and which scenarios each one works well for. You will also learn the art of multi-threading, a powerful technique to build consensus and get all key stakeholders involved.