Revenue Formula
Money fx
It’s the design logic behind how your business earns, retains, and expands recurring revenue. It defines the rules of the game — and whether you’re playing to win, or playing blind.
It will help you answer
Are we selling access, usage, or outcomes?
What levers are responsible for revenue growth — new logos, expansion, retention?
Do our sales and marketing motions fit how we actually make money?
Is our pricing and packaging aligned with the cost to acquire and serve customers?
What role does customer success play in compounding revenue?
Are we running a sales-led process on a PLG product — or vice versa?
Is expansion part of our original sales motion — or a separate initiative?
Diagnostic use cases
Only ten out of one-hundred VC backed SaaS companies is pulling off going from $1M ARR to $10M within 10 years.
01
“We are growing, but our burn is getting worse”
Root cause: Misalignment between monetization model and CAC/payback structure.
02
“Expansion isn’t happening — even when customers love the product.”
Root cause: Revenue design doesn't support or incentivize expansion
03
“We’re aquiring new customers, but churn is killing us.”
Root cause: Revenue model front-loads value, but doesn’t sustain engagement
04
“We don’t know how to price.”
Root cause: You’ve never reverse-engineered pricing from value delivery + cost structure
Explore a partnership with The Go To Market Company
Revenue Formula
Money fx
It’s the design logic behind how your business earns, retains, and expands recurring revenue. It defines the rules of the game — and whether you’re playing to win, or playing blind.
Data Formula
Data fx
The blueprint for how customer journey stages, conversion signals, and performance metrics are architected across the entire GTM system.
Math Formula
Numbers fx
A system for calculating, predicting, and designing recurring revenue outcomes by reverse-engineering each lever across the bowtie journey.
Operating Formula
Operating fx
It defines how GTM teams are structured, how handoffs work, what rituals keep things running, and how consistent performance is achieved across every touchpoint.
Growth Formula
Growth fx
Understand how your company should grow — by aligning your go-to-market motion(s) with your revenue model, customer behavior, and team capacity.
How-To Formula
Playbook fx
The exact step-by-step GTM plays your team runs across the bowtie — aquisition, retention and expansion. From cold-call scripts to onboarding plans for every customer.
Get in touch
Let's talk Go-To-Market and opportunities for growth.
Find a timeslot that works for you or email adrian@gtm.company