Revenue Architecture, 1st Edition

Revenue Architecture by Jacco van der Kooij presents an engineering-based methodology for designing, operating, and scaling recurring revenue enterprises. Spanning and featuring over 250 blueprints and diagrams, the text moves beyond traditional funnels by introducing the 'revenue factory' concept and the Bowtie model. It provides go-to-market (GTM) leaders with actionable frameworks to diagnose inefficiencies, align marketing, sales, and customer success, and shift from unsustainable acquisition spending toward durable, capital-efficient recurring impact.

Structured across four core sections—Fundamentals, Design, Build, and Deploy—the text covers eleven chapters detailing first principles, data models, mathematical formulas, operating blueprints, growth staging, and five GTM motions from No Touch to Dedicated Touch. Incorporating established methodologies like SPICED, this volume supplies executive teams and operational architects with standardized metrics and process governance to construct predictable, scalable subscription and consumption revenue engines.

Institutional Use

This volume serves as a core text and authoritative reference across university business schools, executive education programs, corporate sales academies, and enterprise Revenue Operations (RevOps) divisions. Academic and professional educators utilize its eleven chapters to teach recurring revenue mechanics, subscription unit economics, and data-driven go-to-market system design. Within corporate enablement environments, leadership development cohorts and GTM cross-functional teams implement its blueprints and the SPICED framework as an operational playbook to standardize metrics, align handoffs, and optimize customer lifetime value.