Revenue Architecture

Revenue Architecture reframes recurring revenue growth as an engineered system rather than a set of disconnected motions. Drawing on Winning by Design’s experience working with hundreds of SaaS companies, the book provides over 250 diagrams, tables, and blueprints that operationalize foundational principles such as first-principles thinking, model-driven decision-making, and systems/process design. It explains why most GTM strategies fail—due to disjointed teams, unaligned metrics, and ad-hoc execution—and shows how to build a “revenue factory” that harmonizes Marketing, Sales, and Customer Success into a predictable, repeatable driver of growth.

Best For

• CEOs & Founders designing long-term recurring revenue systems

• CROs & Revenue Leaders responsible for aligning GTM teams around shared metrics and processes

• CFOs & Finance Leaders focused on predictable, capital-efficient growth

• RevOps & Strategy teams building system-level data models and operational playbooks

• GTM Strategists & Revenue Operations Pros standardizing cross-functional execution

Key Takeaways

• Recurring revenue must be treated as a system with inputs, processes, and outputs, not a set of functional silos.

• Foundational principles (first principles, models & data, and systems & processes) form the backbone of scalable growth.

• The Recurring Revenue Factory metaphor provides a production-line view of growth.

• Over 250 visual frameworks and blueprints make abstract concepts operational.

• Scientific thinking replaces guesswork; decisions are grounded in standardized data models.

• GTM alignment across marketing, sales, and post-sale functions dramatically improves efficiency.

• Operational excellence and process design must precede automation and AI adoption.

• Durable revenue comes from repeatable systems that can adapt in uncertain markets.