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Revenue Architecture Hardcover – October 10, 2023

by Jacco van der Kooij (Author)
4.4 4.4 out of 5 stars 40 ratings
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The Textbook behind the Foundational Principles of Recurring Revenue
Welcome to Revenue Architecture, a textbook meticulously designed for recurring revenue businesses. Authored by Jacco van der Kooij, the founder of renowned B2B revenue consultancy Winning by Design, this book reveals the proven frameworks and systems that successful revenue leaders are using to align their Go-to-Market (GTM) teams to drive efficient, durable revenue growth.

Too many revenue leaders are struggling to meet their goals from quarter to quarter, year to year. Why? Most often, their Go-to-Market (GTM) strategies are a hodgepodge of disjointed processes, unaligned systems, and siloed teams.

Inside these pages, discover over 250 diagrams, tables, and blueprints, all purpose-built for recurring revenue, that will streamline your GTM approach using scientific principles. Learn how to mold your GTM team into a 'revenue factory,' driving growth, cutting costs, and enhancing product quality.

Key Features:

Scientific Foundations: Grounded in First Principles, Models & Data, and Systems & Processes.

Growth Design: Detailed design for sustainable recurring revenue scaling with six foundational models.

Operating Model: Introduces a practical framework for peak operational efficiency.

Revenue Architecture will reshape your GTM thinking with foundational principles. The visual frameworks, models, and blueprints contained in this textbook will crystallize what you need to succeed in an unpredictable market with AI-driven evolution.

Who should read this book:
This book is written specifically for VPs of Sales / Marketing / Customer Success, Founders, CEOs, GTM strategists, and Revenue Operations professionals. The frameworks and insights contained in the book are informed by the author's collaboration with hundreds of high-growth SaaS companies. Use this book not a as one-time read, but as a perpetual, steady reference for building a lasting, resilient business.
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  1. Print length
    550 pages
  2. Language
    English
  3. Publication date
    October 10, 2023
  4. Dimensions
    8.25 x 1.43 x 11 inches
  5. ISBN-13
    979-8218964931
  6. See all details
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Customer reviews

4.4 out of 5 stars
40 global ratings
A must read for everyone running Marketing Operations!
5 out of 5 stars
A must read for everyone running Marketing Operations!
I bought this book as soon as it became available on Amazon and it's delivered 10x it's value. It's a huge book that's filled with so many actionable, tangible ideas and tactics that you can implement immediately in your business to drive real revenue.It's a huge book - almost reminiscent of the Britannica encyclopedia volumes - and it feels like it's organized that way too. So if you're seeing a particular pain point in your business' revenue model, just flip to the related chapter and you can pick up thoughtful guidance right away.Today in 2024, we're seeing a lot of market shifts that are disrupting many different industries. This book helps you to build stable, repeat processes to survive those fluctuations. Shifting factors like interest rates, instability in financial institutions like Silicon Valley Bank, or new technologies like AI become much less relevant when you have a true understanding of how your business "Goes To Market" and the underlying revenue architecture behind the impact your delivering for your customers.There are a lot of books out on the market that are thinly veiled advertisements, BUT THIS BOOK ISN'T ONE OF THEM. The coursework at Winning by Design complements this material and I've taken a few of those courses after buying this book, but essentially everything you need to build your own revenue model is included here.This book remains on my desk as a reference guide for questions that routinely come up in daily interactions with clients. I would highly recommend you get a copy for your desk too!Michael TuckerFounderConversion Store
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Top reviews from the United States

Amazon Customer
5.0 out of 5 stars Grow your business
Reviewed in the United States on September 17, 2024
Verified Purchase
Revenue Architecture is an insightful and practical guide for aligning sales, marketing, customer success and revenue operations. As a CCO, I found it highly relevant and actionable for driving growth and streamlining processes. It offers a clear roadmap for modern revenue management, making it a valuable resource for anyone in leadership looking to enhance their company’s performance. Highly recommend!
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Jean-Philippe
5.0 out of 5 stars book I was looking for for a while
Reviewed in the United States on September 12, 2024
Verified Purchase
I love since a long time all publication from Winning By Design but had some difficulties to articulate all things together.
This book is a master piece of what has to be done, how and why to make your company a success.
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Tech RevOps director
5.0 out of 5 stars Great for anyone in revops
Reviewed in the United States on September 12, 2024
Verified Purchase
This book is great for anyone working in sales or revenue operations. It highlights the importance of process, metrics, and connects the dots across multiple gtm motions. Highly recommend
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sfguy
3.0 out of 5 stars Great in theory
Reviewed in the United States on June 16, 2024
Verified Purchase
I wanted to love this book, but it's just so confusing. There are so many models, sub-models, and ways to slice and dice it that I can't see myself effectively using it. I spent hours trying to understand how to apply it to my organization but didn't feel I had made solid ground. And even if I was able to figure it out, I don't see how we could effectively measure all this stuff.
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vik
5.0 out of 5 stars A book that explains what ails SaaS GTM
Reviewed in the United States on March 27, 2024
Verified Purchase
Having spent 20+ years at various software companies in GTM roles (pre-sales, sales, post-sales) both as an individual contributor and a leader, the last 5-7 years have highlighted to me that GTM is broken in most SaaS companies. There is still a 'Sales eats first' mentality. Acquisition is still a big focus. That being said, renewals were becoming the big engine of growth but the perception was that renewals would just happen. With the downturn churn is now at an all time high and everyone is pointing the finger at the CS organization. The reality is that getting a customer to renew (Jacco's line - Recurring Revenue comes from Recurring Impact) is all about driving impact and this starts early in the customer journey before the customer buys. Most organizations focus on getting to Closed Won and everything after is ad hoc and treated as something separate.

This book, helped me understand from a first principles perspective, why organizations struggle with churn, anemic growth. The bowtie model really sets the stage for the entire journey and shows that the right side of the funnel is as important as the left side. It provides a common language for all GTM functions to communicate with SPICED.

The focus on Impact is also something I strongly align with. Most organizations do not talk the language of impact, they talk features / priorities but do not do a good job of connecting these to customer impact.

It also, captures all the metrics organizations need to measure to understand how GTM should be structured. I've always struggled with high cost to serve models for low touch customers but did not know how to communicate this to my executive team and this book helps with that.

Bottomline, if there is a revenue leader that wants to be successful in a SaaS world and they are 45 or older, they grew up in a perpetual license world and they need to unlearn a lot of old habits and this book will help them with that. If you are a younger leader, your mentors are probably still steeped in a perpetual sales mentality and you need to be able to unlearn their advice.
3 people found this helpful
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Greg
5.0 out of 5 stars This is the roadmap to modern sales and revenue generation
Reviewed in the United States on March 20, 2024
Verified Purchase
It's expensive and worth every penny. Yes you may know some of this already, but the complete picture is all here. This lays out everything you know and dont know in one complete book from every aspect. As an avid reader and a business enthusiast, diving into “Revenue Architecture” by Jacco van der Kooij. was a great experience. Let me tell you, this book is an absolute gem for anyone navigating the complex world of recurring revenue businesses.
📚 Overview: “Revenue Architecture” is not just another business book—it’s a meticulously crafted textbook that unveils the foundational principles behind sustainable revenue growth. Jacco van der Kooij, the brilliant mind behind this work, draws upon his extensive experience in B2B revenue consultancy to deliver a comprehensive guide that will transform the way you approach revenue generation.
🌐 The Core Message: Aligning GTM Teams for Success: At the heart of this book lies a powerful message: alignment. Too often, revenue leaders struggle due to disjointed processes, unaligned systems, and siloed teams. Jacco breaks down these barriers and presents over 250 visual frameworks, models, and blueprints specifically tailored for recurring revenue businesses. Whether you’re a VP of Sales, a GTM strategist, or a CEO, these insights will revolutionize your approach.
🔍 What You’ll Discover:
Scientific Foundations: Grounded in first principles, data, and systems, Jacco’s approach is rigorous and evidence-based.
Growth Design: Six foundational models for sustainable scaling.
Operating Model: A practical framework for peak operational efficiency.
🚀 Why You Should Read It:
Practical Wisdom: Jacco’s collaboration with hundreds of high-growth SaaS companies shines through. This isn’t just theory—it’s battle-tested wisdom.
AI-Driven Evolution: In an unpredictable market, the visual tools in this book will help you navigate with confidence.
Lasting Impact: Consider this book your perpetual reference—a compass for building a resilient business.
🎯 Who Should Read It:
VPs of Sales, Marketing, and Customer Success
Founders and CEOs
Revenue Operations professionals
📖 Final Thoughts: “Revenue Architecture” isn’t just a book; it’s a blueprint for success. Jacco van der Kooij has gifted us a treasure trove of insights that will shape the future of revenue strategy. So grab your copy, dive in, and let the transformation begin!
2 people found this helpful
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Top reviews from other countries

yasmine de aranda
5.0 out of 5 stars An absolute must for anyone in recurring revenue and subscription business.
Reviewed in Canada on April 17, 2024
Verified Purchase
Every page of this book is a goldmine. It provides in-depth frameworks for data-driven leaders who operate in subscription and recurring revenue, and who are looking to scale. The content is accessible, comprehensive, and very up-to-date.
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Kyrylo Zlobenko
5.0 out of 5 stars Must-Read Guide for Boosting Revenue Operations in SaaS
Reviewed in Germany on September 25, 2024
Verified Purchase
I'm really into revenue operations, and this particular book has been super helpful. It's a great guide for getting sales, marketing, customer success, and revenue ops all on the same page - especially if you're in SaaS or recurring revenue businesses. Jacco's book is packed with practical tips and clear frameworks that have helped me streamline processes and boost growth.

I love that it dives deep with over 250 visual models that make complex stuff easier to grasp. It's become my go-to resource for modern revenue management, and I think it's a must-read for anyone involved in go-to-market strategies.

Sure, all the models can be a bit overwhelming at times, and without more real-world examples, it can be tricky to apply everything directly. But overall, Revenue Architecture is a super valuable resource. If you're up for diving in, it offers tons of guidance for building and scaling successful revenue operations. Definitely a book I'll keep referencing as I tackle revenue management challenges.
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