About the Course
For those looking to more quickly understand the fundamental principles of recurring revenue and how to align all Revenue functions (Sales, Marketing, CS) under one operating model with a consistent language, the Essentials in Revenue Architecture course is offered via two methods – a live 1-session course as well as a fully self-paced online course. Learn how to implement the specific frameworks that can be applied to 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
Two course formats:
LIVE 1-SESSION COURSE
- 2 hours LIVE instruction
- Delivered via Zoom video conference
- Exclusive async access to blueprints, videos, and exercises
- Industry-recognized certification
FULLY SELF-PACED ONLINE COURSE
- 2.5-hours of asynchronous video and reading content
- Exclusive async access to blueprints, videos, and exercises
- Industry-recognized certification
Price
LIVE 1-SESSION COURSE: $500 per seat
FULLY SELF-PACED ONLINE COURSE: $200 per seat
Or, contact us for a private course for your team.
Prerequisites
Holding a leadership role (such as VP of Sales, CRO, Director of Revenue Operations) is recommended, but not required.
Curriculum
This course is designed to equip you with the foundational knowledge necessary for building a sustainable revenue system. Covering six critical models—the Revenue Model, the Data Model, the Mathematical Model, the Operating Model, the Growth Model, and the GTM Model—this course features expert insights from Winning by Design’s Lead Architect for Revenue Architecture, Roee Hartuv, and excerpts from Jacco Van Der Kooij’s Revenue Architecture textbook. It will enhance your strategic capabilities and lead to opportunities for business growth.
The Revenue Model
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Discover the three distinct monetization strategies: ownership, subscription, and consumption. Learn how each strategy operates based on different revenue principles, from upfront payments and periodic subscriptions to usage-based consumption.
The Data Model
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Explore the data model that spans the entire customer lifecycle. Transform the classic marketing and sales funnel into a holistic framework that emphasizes customer impact from acquisition through long-term engagement.
The Mathematical Model
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Gain insights into the engineering blueprint of the revenue system. Identify how revenue behaves under various conditions and uncover the sophisticated nature of a recurring revenue engine through mathematical principles.
The Operating Model
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Learn about the blueprint for scaling your business. This session emphasizes the necessity of standardized data models, a unified language, and a uniform methodology across the entire customer journey to ensure cohesive operations.
The Growth Model
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Navigate the key stages of growth in a recurring revenue business. This session will guide you along an S-curve, helping you identify critical revenue breakpoints and providing a roadmap for managing growth complexities and preparing for future phase shifts.
The GTM Model
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Identify how to combine the efforts of all customer-interacting functions, including marketing, sales, and customer success. Explore various go-to-market motions to optimize your customer engagement strategies.
The Scientific Models that Govern Recurring Revenue
Revenue 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.
Data Model
The modern Data Model for recurring revenue is represented as a bowtie, aligning all Revenue capabilities with a consistent set of metrics.
Mathematical Model
The Mathematical Model shows that growth in a recurring revenue business is based not on linear mathematical principles, but on exponential arithmetic.
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.
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.
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.
See here for the latest course schedule to sign up
Certification
When you pass the exam at the end of either the live 1-session or fully self-paced course, you will receive the following industry-recognized certification that you can post to your LinkedIn profile.
Training for 8 or more people?
Contact us to discuss private course options.