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
Course format:
- 12.5 hours live instruction; five 2-hour sessions + half-hour optional Q&A
- Delivered via Zoom video conference
- Exclusive access to blueprints, videos, and exercises
- Industry-recognized certification
Price
$2,500 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
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.
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 | - | - | - |
The Scientific Models that Govern Recurring Revenue
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.
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.
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.
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.
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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What our learners say
Understanding that in order to expose massive gains one has to leverage disproportionate impact, the Mathematical Model (one of six key models covered in this course) empowers organizations to identify and isolate incremental variables, make small improvements on each one of those variables, and expose exponential impact to their revenue engine. One of the many key takeaways from this great course.
Ian Westbrook
Sr. Director, GTM Process Strategy & Design | DocuSign
DENVER, COWinning by Design implemented a unified framework for success and up-leveled our whole sales team. After completing the training, the team now has a go-to framework on how to run essential aspects of the sales cycle.
Scott Dimond
Account Executive | Asana SAN FRANCISCO, CAWe dove into several data models - including real-life examples, and explored unique perspectives on recurring impact as well as fundamental methods for sustainable growth. Looking forward to putting new insight into practice.
Katy Todd
Manager, Business Development & Operations | Saltmine BOSTON, MAThis course teaches Revenue Leaders how to architect revenue in order to achieve sustainable growth, explaining the fundamental principles of recurring revenue, the specific frameworks I can use across all revenue functions (Sales, Marketing, CS, Account Management), and how to apply them to my business.
Gregg Nelson
Senior Manager | Socure DENVER, COGoing into this class I wasn't sure what to expect out of it other than a general framework of RevOps. I came out with a wealth of knowledge about RevOps and most importantly how to recognize areas of improvement and practical ways to implement change for success.
Rachel Rozen
Group Leader | Pavilion NEW YORK, NYCertification
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.
Training for 8 or more people?
Contact us to discuss private course options.