Revenue Architecture

As a revenue leader, learn how to architect your revenue in order to achieve sustainable growth by understanding the fundamental principles of recurring revenue and the specific frameworks to apply across your GTM team.

This course is fully sponsored on Pavilion for their Executive members. Use this link to learn more about Pavilion.

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Why should I take this 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.


Course Format


  • 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
  • 10 hours live instruction; five 2-hour sessions
  • Delivered via Zoom video conference
  • Exclusive access to blueprints, videos, and exercises
  • Industry-recognized certification
Holding a leadership role (such as VP of Sales, CRO, Director of Revenue Operations) is recommended, but not required.

Course Schedule

Registration links open in Winning by Design's website.
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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.

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.

To learn more about the instructors and curriculum, visit the Winning By Design course website.