About the Recurring Revenue Operating Model

Most Revenue leaders of recurring revenue businesses are familiar with sales frameworks.

There have been many sales frameworks over the years, many of which have reached great acclaim for bringing structure and clarity to the process that sales teams use to connect with their prospects.

But these frameworks have left a very wide gap. This gap has become significant enough that the average tenure of a VP of Sales is now 19 months (and Marketing and CS leaders aren’t faring much better). Even with all of the sales frameworks and acronyms available with just a quick Google search, it’s still incredibly difficult for a revenue leader to meet growth targets, to align the entire team, and to grow the business.

The fundamentals of recurring revenue are unique:

To achieve recurring revenue, a company must continuously provide recurring impact to their customers rather than one-time impact at the time of purchase

Recurring revenue businesses cannot achieve long-term, sustainable growth without the functions of Sales, Marketing, and Customer Success all working in tandem together

The majority of a customer’s lifetime value comes in not during the initial sale, but in the years after

There are no existing sales frameworks that are purpose-built for this type of business.
So, we built them.

Think of this open standard as the formula that help your Revenue teams move away from working as siloed functions of Marketing, Sales, and CS, and instead become one Revenue team --- all using the same operating model, the same frameworks, the same language.

What is an open standard?

An open standard is a format or protocol that provides publicly available guidelines on a topic, and can be freely read, adopted, implemented and extended.

The benefits of open standards are that they:

• Promote the sharing of data and ideas with members of the community

• Can be adapted and built on over time by a group of contributors

• Prevent lock-in and other artificial barriers to interoperability

• Are free to implement without fees or royalties

• Promote choice between vendors and solutions

How was this standard developed?

It takes a lot of people working together to develop a standard. Winning by Design has brought together subject matter experts in their field who work with real clients in real situations. To develop these standards, experts go through a process of:

• Observation in the field based on real companies

• Research with field trials (alpha stage)

• Presentation of results to a group of industry peers in a series of workshops for feedback

• Launch of initial concepts and frameworks in a commercial environment (beta release)

• Feedback collection and updating of concepts based on findings

• Publication and release to the broader public (General Availability).

We believe in:
Open Standards

We feel that frameworks that help businesses (and their employees and customers) succeed should be made available to all. No proprietary models, no gated content.

Model-based thinking

A model is a representation of how something works; we use models to simplify information and inform our thinking on complex problems.

The power of one operating model

Just about every company has Sales, Marketing, and Customer Success teams that operate in silos, each using their own processes, frameworks, and metrics. We believe that helping Sales, Marketing, and Customer Success teams unite under a consistent operating model will unless a tremendous amount of impact.