Key takeaways

A course led by Aaron Hill (Revenue Architect, Winning by Design)

6 sessions


In a modern recurring revenue business, it is impossible to scale without treating growth as a science. This course teaches how to architect your revenue in order to achieve sustainable growth. In each session, the instructor will explain the fundamental principles of recurring revenue, the specific frameworks you can use across all revenue functions (Sales, Marketing, CS, Account Management), and how to apply them to your business.

Session dates for this course

  • Monday, February 7, 8-11am Pacific Time
  • Wednesday, February 9, 8-11am Pacific Time
  • Friday, February 11, 8-11am Pacific Time
  • Monday, February 14, 8-11am Pacific Time
  • Wednesday, February 16, 8-11am Pacific Time
  • Friday, February 18, 8-11am Pacific Time

Session details

Session 1. The First Principles of Recurring Revenue

This session explains the first principles of recurring revenue in B2B, how to think about optimizing your customer journey around impact, and the principles of customer-led growth.

Session 2. The Recurring Revenue Operating Model

This session covers the elements of the Recurring Revenue Operating Model, as well as how to apply the Bowtie framework across all revenue functions.

Session 3. The GTM Operating Model

You will learn 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. SPICED: A Diagnostic Approach

In this session, you will learn about the customer-centric methodology called SPICED, which helps your team focus on the Impact that customers are looking to achieve.

Session 5. Moments that Matter

In session 5, we wrap it up by identifying the key Moments That Matter across the customer journey, and we show how you can start to apply the Recurring Revenue Operating Model to your business in order to optimize those key moments.

Session 6. Q&A and Final Exam
  • In order to achieve Revenue Architecture certification, course attendees must pass a final exam.
  • The final exam will be provided via email on Wednesday, February 18, and must be submitted by Friday, February 18 at 11:59pm Pacific Time.

Learn how to Architect Your Revenue using the Recurring Revenue Operating Model

A course led by:
Aaron Hill
Revenue Architect
Winning by Design

Pricing & details

$2,500 USD
per person
6 sessions
Starting Monday, December 6, 2021
Reserve My Seat

About the course

A course led by Aaron Hill (Revenue Architect, Winning by Design)

6 sessions


In a modern recurring revenue business, it is impossible to scale without treating growth as a science. This course teaches how to architect your revenue in order to achieve sustainable growth. In each session, the instructor will explain the fundamental principles of recurring revenue, the specific frameworks you can use across all revenue functions (Sales, Marketing, CS, Account Management), and how to apply them to your business.

Session dates for this course

  • Monday, February 7, 8-11am Pacific Time
  • Wednesday, February 9, 8-11am Pacific Time
  • Friday, February 11, 8-11am Pacific Time
  • Monday, February 14, 8-11am Pacific Time
  • Wednesday, February 16, 8-11am Pacific Time
  • Friday, February 18, 8-11am Pacific Time

Session details

Session 1. The First Principles of Recurring Revenue

This session explains the first principles of recurring revenue in B2B, how to think about optimizing your customer journey around impact, and the principles of customer-led growth.

Session 2. The Recurring Revenue Operating Model

This session covers the elements of the Recurring Revenue Operating Model, as well as how to apply the Bowtie framework across all revenue functions.

Session 3. The GTM Operating Model

You will learn 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. SPICED: A Diagnostic Approach

In this session, you will learn about the customer-centric methodology called SPICED, which helps your team focus on the Impact that customers are looking to achieve.

Session 5. Moments that Matter

In session 5, we wrap it up by identifying the key Moments That Matter across the customer journey, and we show how you can start to apply the Recurring Revenue Operating Model to your business in order to optimize those key moments.

Session 6. Q&A and Final Exam
  • In order to achieve Revenue Architecture certification, course attendees must pass a final exam.
  • The final exam will be provided via email on Wednesday, February 18, and must be submitted by Friday, February 18 at 11:59pm Pacific Time.

Ready to architect
your revenue?

Reserve My Seat