This week, ‘The Road to Revenue’ is joined by Jacco van der Kooij, founder of Winning by Design, a B2B sales consultancy that supports sales, customer success, and marketing teams as they design, build, and scale their revenue organisations.

What are the differences between growing a business to $10 million and scaling to $100 million? Jacco explains in his unique style. Find out why your business is a rocket ship that needs to operate with a factory mindset. Hear more on the big themes in Jacco’s book Revenue Architecture as he delves into how businesses can improve GTM operations, some of the big pitfalls he sees with how businesses approach revenue, and the need for a holistic approach. With views on AI, the end of growth at all costs, and the need for disciplined execution, this episode is packed with insight from a true RevOps thought leader.

The Road to Revenue is a fortnightly podcast helping B2B businesses leave no stone unturned on their revenue growth journey.

Chapter Markers

[0:57] Host Natalie introduces Jacco and asks him to give an overview of his book, ‘Revenue Architecture.’

[3:05] Jacco talks about the challenges of implementing mathematical models to improve processes.

[5:32] Jacco expands on an idea in his book about the need for businesses to have a ‘factory mindset’.

[8:05] Jacco highlights how AI is transforming GTM in the same way robots have transformed manufacturing.

[9:54] Jacco and Natalie discuss the importance of root cause analysis and disciplined execution in a process-centric organisation.

[14:04] Jacco explains that organisations often lack investment in customer success, despite its significant impact on revenue.

[19:35] Jacco shares his views on why the average performance of a GTM role is 1.7%.

[22:02] Jacco gives his take on the role of revenue operations and how to apply revenue architecture holistically across an organisation.

[24:47] Natalie and Jacco debate which executive should take responsibility for revenue operations.

[30:44] Jacco explores why growth at all costs has come to an end.