About the Course

Understand the process of transforming data from a CRM and other sources into a standardized dataset (aligning with the Bowtie) that will serve as the foundation for your business analysis and benchmarking efforts, enabling your recurring revenue business to achieve sustainable growth.

Best for:

  • Revenue leaders (CRO; VP/Director of Sales, Marketing, or Customer Success; Director/Head of Revenue Operations)
  • Senior individual contributors who are rising into a Revenue leadership role

Blended course format:

  • 6 hours LIVE instruction; three 2-hour sessions
  • Delivered via Zoom video conference
  • Exclusive async access to blueprints, videos, and exercises
  • Industry-recognized certification


$2,500 per seat
or contact us for a private course for your team


Holding a leadership role (such as VP of Sales, CRO, Director of Revenue Operations) is recommended, but not required. Also, learners are best equipped for this course if they have completed the Revenue Architecture course.


Learners engage with their certified Trainer in an experiential learning format, with 6 hours of live instruction including recurring revenue frameworks and examples applied to real-world situations. Each learner receives access to our learning management platform for concept reinforcement through videos and frameworks.


Bowtie Fluency & Analysis Methodologies

About this session

This session delves into different approaches for conversion calculations, with a special emphasis on comparing cohorts and milestones. Obtain comprehensive coverage of Bowtie fluency, including the definition of essential terms related to key metrics used in Bowtie analysis, as well as overviews of the calculation, analysis, and interpretation processes.


Left Side of Bowtie Interpretation

About this session

This session explores the left-hand side of the Bowtie and its importance in pre-sales, integrating fundamental metrics. Enhance decision-making proficiency by leveraging insights acquired from examining pre-sale Bowtie data and numbers.


Right Side of Bowtie Interpretation

About this session

Explore the right-hand side of the Bowtie and key post-sales metrics. Enhance decision-making capabilities by leveraging insights obtained from a comprehensive analysis of Bowtie data and statistics.

Upcoming Courses

Training for 8 or more people and/or need customization?

Contact us to discuss private course options.

Training for non-English speakers?

We deliver training across North America, Europe, AsiaPac, and Latin America—in English, German, French, Spanish, Portuguese, Chinese, and Japanese.

WbD Course Format

Course Prep--- Watch trainer intro video -
Week 1--- Live session 2 hours -
Week 2- Live session 2 hours - Live session 2 hours -
Week 3- Certification exam & written assignment approx. 60 min ---
*Certificates can be added to Learners Linkedin Profile | *Actual course cadence may vary

The Scientific Models that Govern Recurring Revenue

Model 1

Business Model

Recurring revenue business models operate on an arc between two extremes: ‘pay upfront’ versus consumption-based. Each point along the arc has implications for sales cycle, win rate, level of risk, and GTM motions.

Model 2

Data Model

The modern Data Model for recurring revenue is represented as a bowtie, aligning all Revenue capabilities with a consistent set of metrics.

Model 3

Mathematical Model

The Mathematical Model shows that growth in a recurring revenue business is based not on linear mathematical principles, but on exponential arithmetic.

Model 4

Go To Market Model

GTM models of Marketing, Sales, and Customer Success are aligned based on number of deals per year and ACV, in order to deliver the best customer experience at the right cost to serve.

Model 5

Growth Model

Use this model to develop an understanding of what stage a business is in, and at what point it should move to the next stage to accelerate growth and scale.

Model 6

Operating Model

One consistent Operating Model across Sales, Marketing, and Customer success unites all Revenue teams with a shared language, way of working, and methodology.

See here for the latest course schedule to sign up


When you pass the exam and written assignment at the end of the course, you will receive the following industry-recognized certification that you can post to your LinkedIn profile.

Certified Trainers for this course

Fiona Chiu


Training for 8 or more people?

Contact us to discuss private course options.