Episode 116: Revenue Architecture, with Jacco van der Kooij
Description
Are you scaling your GTM motion… or just hiring more salespeople and hoping for the best?
How’s that working out for you❓
In this Caper-less 😭 episode, Jennifer sits down with Jacco van der Kooij, founder of Winning by Design, and Birte Steen, GTM advisor and founder of Rock Consulting, to unpack why growth needs to be designed - not improvised:
In this conversation, Jacco, Birte, and Jen explore:
Why most companies stall - not because of product or market - but because of broken GTM execution.
How the Bowtie Model reframes marketing’s role beyond just acquisition.
The difference between a process and a framework (and why most teams confuse the two).
What a “revenue production line” looks like in PLG, enterprise, or hybrid motions.
Who actually owns the GTM architecture (spoiler: it’s not your head of sales).
The three stages of growth: scalable, sustainable, and durable - and why so few companies get past stage one.
And so much more!
If you're in B2B and tired of GTM chaos, misaligned motions, and shooting from the hip, this one’s for you 🫵
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