The Operating Model for Recurring Revenue businesses

Apply proven frameworks to accelerate growth between all functions in your revenue organization.

The Bowtie Model for recurring revenue businesses shows that recurring impact results in recurring revenue.

Open standard

The open standards outlined here can be applied to any recurring revenue business in order to drive sustainable growth, using scientific frameworks and data-derived models.

Think of these frameworks as the formulas that help your Revenue teams move away from working as siloed functions of Marketing, Sales, and Customer Success, and instead become one Revenue team --- all using the same operating model, the same frameworks, the same language.

The Key Models

Click on each of the models below to see how it explains sustainable growth, and to learn how to apply it to your business.

Why recurring revenue needs unique frameworks

The growth patterns of modern-day recurring revenue business models are unique from traditional business models; the typical 'sales funnel' framework that is often referred to with Sales and Marketing in and of itself does not apply to the unique needs of recurring revenue businesses.

Recurring revenue typically doesn’t occur until weeks or months after the deal has been won.

To achieve recurring revenue, service providers must deliver recurring impact to their customers.

Achieving recurring impact requires the alignment of all functional areas that work with the customer.

Traditional operating models tend to focus on the business’ internal processes, rather than focused on driving impact for the customers of the business.

This must include the integration of existing methodologies, leverage proven processes, and apply the latest campaigns.

Events & Workshops

Learn how to apply the open standards in an upcoming workshop

Upcoming workshops

Membership & Licensing

Individuals can access the standards without any financial commitment; resources and certified experts are available to work with companies and investors.

For individuals and students

Individual membership

If you are a professional, student, or other individual and would like to use these standards, all content on this site is available to you under the CC BY-NC 4.0 license, with no financial commitment.

Access the content
For academics and publishers

Scholar license

If you would like to contribute to or report on ROM open standards and how they are applied, please submit an inquiry to become an academic/research partner.

Contact us

Certification program

Validate your expertise as a certified Recurring Revenue Operating Model (ROM) professional.

Get Certified

Join the conversation

Subscribe to the ROM newsletter, with the latest research and insights on recurring revenue growth. Delivered twice monthly to your inbox.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Access the frameworks & templates

Download the templates, frameworks, and tools you need to drive impact for your recurring revenue business.

The Data Model for recurring revenue businesses.

Information request

Get in touch with inquiries about these open standards.

Request info