About the Course

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. 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

Blended course format:

  • 12.5 hours LIVE instruction; five 2-hour sessions + half-hour optional Q&A
  • 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.


Learners engage with their certified Trainer in an experiential learning format, with 12.5 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.


The Revenue Model & Data Model

About this session...

This session explains the first principles of recurring revenue in B2B, including the revenue model and how it impacts the sales cycle. This session also covers the Bowtie Data Model, with the stages and metrics from awareness through to acquisition and expansion.


The Mathematical Model

About this session...

This session reviews the mathematical principles behind different types of growth, and how to apply the metrics in the Bowtie Data Model across all revenue functions to measure success.


The GTM Operating Model

About this session...

Here we review how to think about the different types of GTMs across Marketing, Sales, and CS, and how to select the right model for your business based on a few key factors.


The Growth Model

About this session...

In this session, we cover the key stages of growth in a recurring revenue business, and how to determine not only where your business currently stands but also where it's heading. This model will help you align your resources and optimize for future scale.


The Operating Model & Action Plan

About this session...

This session covers the holistic customer-centric operating model that powers recurring revenue businesses, and the importance of aligning it across the entire GTM team. Here you will learn the model's key elements, and how to pull it all together to align the Bowtie, Impact, and SPICED across your GTM strategy.

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 2.5 hours - Live session 2.5 hours -
Week 2 Live session 2.5 hours - Live session 2.5 hours - Live session 2.5 hours
Week 3- Certification exam 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

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.

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

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Trained on this course to date

What our learners say


When you pass the exam 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

Beth Yehaskel

Roee Hartuv

Roee Hartuv


Maria Abad Baides


Aurelien Tardieu


Training for 8 or more people?

Contact us to discuss private course options.