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.

Here we go deeper into some of the key elements we picked up on in part 1 around asynchronous sales processes.

The key message is to learn how the future of sales will develop, and to not be fearful of it, but to learn how to harness its power, and perhaps take a first step already.


1 Recap of the first video
2 Action paths – using Euler, and why every discovery call in your engagement is different
3 Guided action paths – how Markov chains can help us determine the next right action based on realtime data
4 Futuristic vision – how the guidance will help us through complex buying, using micro-actions that are unique to a market, a region, or a segment
5 A word of encouragement – on how exciting the future looks for all of us in sales, and a simple action you can take right now that will put you on the right path for years to come.

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,

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.

Identifying and influencing the people involved in the buying decision is a prerequisite to any successful sale. The buying center is the group of people who are involved in the buying process for your solution — those with purchasing and financial expertise, those with technical expertise, top-level management, and those who actually use the product. This blueprint shows you how to develop an account plan based on the roles that are in the buying center.