Holding a leadership role (such as VP of Sales, CRO, Director of Revenue Operations) is recommended, but not required.

About the Course

This course teaches how to architect your revenue in order to achieve sustainable growth. In each session, attendees will learn the fundamental principles of recurring revenue, how to align all Revenue functions (Sales, Marketing, CS) against one operating model and consistent language, and the specific frameworks that can be applied to recurring revenue for 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:

  • 10 hours live instruction; three 2-hour sessions each week
  • Delivered via Zoom video conference
  • Exclusive access to blueprints, videos, and exercises
  • Industry-recognized certification
  • Maximum number of learners: 25


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


Learners engage with their certified Trainer in an experiential learning format, with 10 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 First Principles of Recurring Revenue

This session explains the first principles of recurring revenue in B2B, how to think about optimizing your customer journey around impact, and the principles of customer-led growth.


The Recurring Revenue Operating Model

This session covers the elements of the Recurring Revenue Operating Model, as well as how to apply the Bowtie framework across all revenue functions.


The GTM Operating Model

You will learn 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.


A Diagnostic Approach

In this session, you will learn about the customer-centric methodology called SPICED, which helps your team focus on the Impact that customers are looking to achieve.


The Moments That Matter

In the final session, we identify the key Moments That Matter across the customer journey, showing how you can start to apply the Recurring Revenue Operating Model to your business in order to optimize those key moments.

Training for 8 or more people?

Contact us to discuss private course options.

See here for the latest course schedule to sign up

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.


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

Aaron Hill


Taken by employees at

Training for 8 or more people?

Contact us to discuss private course options.