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Revenue Architecture - Winning By Design


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.

Designer Bio

Beth Yehaskel  is an Executive Coach trained via the Hudson Coaching Program, and she works with professionals to clarify career goals, identify challenges to achieving those goals, and/or to develop a better sense of how they show up in the workplace.

As a Revenue Architect, Beth also consults for Recurring Revenue companies to help identify challenges to growth and find ways to optimize revenue.


Who Should Take

    • 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

Results to Expect

Homework, Assignments, or Expectations


Attendance Requirements

When you pass the exam at the end of the course, you will receive the industry-recognized Mastership in Revenue Architecture certification that you can post to your LinkedIn profile.


Session 1

The Revenue Model & Data Model

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.

Session 2

The Mathematical Model

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

Session 3

The GTM Operating Model

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.

Session 4

The Growth Model

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.

Session 5

The Operating Model & Action Plan

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 Bow Tie, Impact, and SPICED across your GTM strategy.

Become the leader we know you can be

Develop your career alongside a powerful network of peers and enable your team to reach new heights