Essentials in Revenue Architecture
Learn the basics around the six critical revenue models and frameworks that unify marketing, sales, and customer success.
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About the Course
Essentials in Revenue Architecture equips revenue leaders and aspiring GTM executives with foundational knowledge to architect a sustainable revenue system. The course introduces six essential revenue models and frameworks—each foundational to scaling recurring revenue—and demonstrates how these principles align across all revenue-producing functions.
Offered in two formats—live instructor-led and fully self-paced online—this course provides flexibility while maintaining access to blueprints, videos, and exercises alongside an industry-recognized certification.
Curriculum & Learning Experience
Learners engage with a certified Winning by Design trainer in an experiential learning format that includes either 2 hours of live instruction or self-paced asynchronous online learning. The course incorporates recurring revenue frameworks applied to real-world scenarios.
Who This Course Is Best For
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CROs, VPs/Directors of Sales, Marketing, Customer Success, and Revenue Operations
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Senior individual contributors preparing for revenue leadership
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Leaders responsible for aligning GTM functions and scaling recurring revenue performance
Course Format
LIVE, 1-SESSION COURSE
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2 hours of live instruction, delivered as a single 2-hour session
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Live session conducted via Zoom video conference
- Exclusive asynchronous access to blueprints, videos, and exercises
- Industry-recognized certification upon completion
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Maximum cohort size of 25 learners to ensure interaction and engagement
SELF-PACED ONLINE COURSE
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2.5-hours of asynchronous video and reading content
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Exclusive asynchronous access to blueprints, videos, and exercises
- Industry-recognized certification upon completion
Prerequisites
- Holding a leadership role (such as CEO, CRO, CFO, VP of Sales, Director of Revenue Operations, etc.) is recommended, but not required.
Course Details
Location
Online, delivered via Zoom OR
Online, asynchronous content only
Standard Duration
1 week
Standard Schedule
1 live session (2 hours) OR
2.5 hours of asynchronous content
LIVE, 1-SESSION COURSE
$500 per personSELF-PACED ONLINE COURSE
$200 per person
Upcoming Live Sessions
Self-Paced Online Course
Course Flow & Curriculum
Six Core Revenue Architecture Models
The Revenue Model
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.
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The Data Model
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
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.
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The Operating Model
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
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
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.
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The Six Core Models That Power Predictable Revenue
Explore the six interconnected revenue models that form the foundation of sustainable, recurring growth. Each model gives leaders a structured way to diagnose performance, align teams, and design scalable go-to-market systems with confidence.
Industry-Leading Certification in 3 Steps
Enroll
Choose the certification program that aligns with your role and goals, and secure your place in a structured learning experience built around proven GTM frameworks.
Attend
Participate in live, interactive sessions where concepts are taught, discussed, and applied through real scenarios—not lectures or slide-only walkthroughs.
Certify
Complete the certification assessment to validate your ability to apply the framework correctly, consistently, and in real GTM situations.
Proven. Trusted. Recognized.
Our work is consistently recognized by industry analysts, platforms, and practitioners
for setting the standard in modern go-to-market training.
Trusted by Revenue Teams Worldwide
Why Winning by Design Stands Apart
Open & Private Course Formats
Choose the training format that best fits your team—join open courses to build skills alongside peers, or run private sessions tailored to your specific GTM motion and priorities.
Open Courses
Learn alongside GTM practitioners from other SaaS teams in live, instructor-led sessions focused on practical skill development and shared learning.
Best for teams and individuals who want:
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Live, structured training without custom setup
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Exposure to how peers approach similar GTM challenges
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Fast access to proven frameworks and skills
Private Courses
Run focused training for your team, customized to your GTM context, customer profile, and execution challenges.
Best for teams of 8+ who need:
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Alignment across sales, success, marketing, or leadership
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Training tied directly to your real deals and customers
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Faster adoption through shared language and standards
Need group or international training?
We offer team trainings for 8+ people and deliver training across North America, Europe, AsiaPac, and Latin America — in English, German, French, Spanish, Portuguese, Chinese, and Japanese.
Frequently Asked Questions
What will I learn in this course?
In this course, learners gain foundational knowledge across the six critical revenue models—Revenue, Data, Mathematical, Operating, Growth, and GTM—so you can diagnose and architect a sustainable revenue system.
What is the format and duration of the course?
The course is delivered live online over a single 2-hour session, or can be taken in a 2.5-hour self-paced asynchronous online format.
If I am unable to attend the live session, will a recording be provided?
Yes. While we recommend attending live, if possible, for the best learner experience, a recording will be provided by the course trainer following the live session.
Are there any prerequisites for this course?
Holding a leadership role (such as CEO, CRO, CFO, VP of Sales, Director of Revenue Operations, etc.) is recommended, but not required.
How is the course delivered?
If enrolled in the live, one-session course, the course is delivered via live Zoom video session led by certified instructors, supported by asynchronous learning content available through an online learning platform. The self-paced asynchronous online course is entirely supported by asynchronous learning content available through an online learning platform.
Will I receive a certification?
Yes — learners who complete the course will receive an industry-recognized certification.
Can I take this course with my team?
Yes — this course can be taken as part of an open cohort or arranged privately for your team on a customized schedule by contacting us.
Is this course suitable for global participants?
Yes — Revenue Academy courses are scheduled across various time zones to accommodate global learners, and live sessions are conducted online. That said, if courses are not available regularly in your region, contact us to see if a training cohort can be arranged.
Is this course accessible via Pavilion membership?
Winning by Design no longer offers the Essentials in Revenue Architecture course through Pavilion. This allows Winning by Design to better serve learners through a single, unified platform that connects learning, research, and community.
Can I apply what I learn immediately?
Yes. The course is designed around practical frameworks that you can apply directly to your revenue strategy, performance analysis, and cross-functional alignment, whether in live or self-paced formats.
How do I register for the course?
You can register for open cohorts through the Revenue Academy schedule, or contact us to explore private team sessions.
Ready to Build a Foundation for Predictable Revenue Growth?
Whether you’re stepping into a revenue leadership role or unifying your GTM functions, this course provides the essential frameworks that drive sustainable, recurring revenue success.
Deepen Your Understanding with the Revenue Architecture Book
Authored by Winning by Design founder Jacco van der Kooij, Revenue Architecture dives deeper into the frameworks and systems behind recurring revenue, expanding on the core models covered in this course with visual blueprints and practical insights every revenue leader should know.
Talk with a GTM expert about your GTM growth
We’ll help you understand what’s blocking predictable revenue and recommend the best path forward for your team.
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Get clarity on the root causes slowing your growth
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Understand which GTM improvements will deliver the biggest impact
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Explore pricing, timelines, and the right engagement for your goals
