The Bowtie Standard

As SaaS and recurring revenue models evolve, the traditional sales and marketing funnel no longer explains how growth actually happens. The Bowtie Standard reframes revenue as a system—one that spans acquisition, onboarding, retention, and expansion—and introduces a standardized data model to measure it end to end. By connecting volume, conversion, and velocity metrics across every stage of the customer journey, the Bowtie enables teams to move from seller-centric execution to impact-driven growth. The result is clearer accountability, better decisions, and a foundation for sustainable, repeatable revenue performance.

Best For

• CEOs & Founders scaling recurring revenue and seeking a system-level view of growth beyond the funnel
• CROs & Heads of Revenue responsible for aligning sales, marketing, and customer success around shared outcomes
• RevOps Leaders building standardized metrics, data structures, and reporting across GTM motions
• Customer Success Leaders accountable for retention, expansion, and long-term revenue impact
• Investors & Operating Partners evaluating growth quality, predictability, and execution maturity across portfolios

Key Takeaways

• The classic funnel stops where recurring revenue actually begins
• Growth comes from acquisition and retention and expansion—not leads alone
• Revenue performance improves when teams operate from shared models and language
• Impact, not value promises, drives renewals and long-term growth
• Standardized metrics enable better operator and executive decisions
• GTM motions behave like production lines and must be managed as systems
• Closed-loop feedback accelerates learning, efficiency, and scale