This chapter of Jacco van der Kooij’s Revenue Architecture book introduces the concept of “Revenue Architecture” for subscription-based businesses. It examines how the SaaS industry experienced explosive growth during a “Golden Era” (2011-2021) driven by a “growth-at-all-costs” mentality, which ultimately led to a market crash in 2022. Jacco proposes a new framework called the “Recurring Revenue Factory” that treats revenue generation like a factory production line with systematic processes focused on three goals: sustainable growth, cost efficiency, and delivering recurring impact to customers. The chapter explains how companies must shift from traditional departmental silos to integrated “Go-To-Market (GTM) motions” that align marketing, sales, and customer success functions. It also discusses how businesses experience multiple “phase shifts” as they grow from startup to scaleup to grownup stages, each requiring different strategies and operational approaches. Jacco argues that understanding and implementing revenue architecture principles will help companies build sustainable recurring revenue businesses in the post-crash era.