Redefining Revenue Architecture: The Bow Tie Model for SaaS Growth | Jacco van der Kooij | S3:E6

Redefining Revenue Architecture: The Bow Tie Model for SaaS Growth

In this episode of Force and Friction, we had the privilege of hosting Jacco van der Kooij, founder of Winning by Design and a pioneer in the field of revenue architecture. Jacco shared his transformative insights on sustainable growth, the bow tie model, and the future of SaaS revenue strategies.

Known for his engineering mindset and people-first approach, Jacco’s ideas have set the benchmark for recurring revenue systems and SaaS go-to-market strategies.

Here’s what we learned from this insightful conversation:

Jacco van der Kooij

Winning by Design

Winning by Design is a global B2B revenue consulting and training firm that helps recurring revenue teams build sustainable growth using scientific frameworks and proven models.

Founded in 2012, the fully remote company empowers Sales, Marketing, and Customer Success teams at major organizations, including Uber Eats, DocuSign, Hewlett Packard Enterprise, and Adobe, to drive impactful results.

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Here are the core areas we discuss in today's episode:

Building a Reputation of Trust and Integrity: Lessons from a Dutch Village

Jacco’s journey begins in a close-knit Dutch village where reputation was the currency of trust. Raised as the youngest of eight children, Jacco learned the value of integrity and community early in life.

“Reputation is like a currency - it grows with every deposit of trust and integrity.”

For revenue leaders, this underscores the importance of authentic, trust-based relationships in building sustainable business success.

The Birth of Revenue Architecture and the Bow Tie Model

As an engineer at Philips, Jacco developed a deep understanding of system design, which later inspired his approach to revenue architecture. He shared the origins of the bow tie model, which shifts the traditional sales funnel into a recurring revenue loop.

“The funnel is an open-loop system, it amplifies problems and compounds inefficiencies. The bow tie introduces feedback, creating a sustainable, scalable system.”

Jacco explained how this model revolutionized the way SaaS companies think about customer acquisition, retention, and expansion.

The Fall of Growth at All Costs and the Rise of Sustainable Growth

Jacco traced the roots of the “growth at all costs” mentality back to the early 2000s, showing how unsustainable practices led to today’s challenges in the SaaS world. He emphasized the importance of shifting to capital-efficient growth.

“We saw the warning signs as early as 2018. Growth without sustainability is a runaway system - it works until it doesn’t.”

His insights serve as a wake-up call for businesses clinging to outdated revenue strategies.

From Engineering Principles to Revenue Operations

Drawing from his background in engineering, Jacco emphasized the importance of designing revenue systems with precision. He explained how open-loop systems in traditional funnels create compounding inefficiencies.

“Bad leads turn into bad opportunities, which turn into bad deals. Without feedback loops, the system runs away, creating exponential problems.”

The lesson? Revenue operations need to be as deliberate and methodical as any engineering project.

Lessons from Triathlon: Practice Makes Race Day Easy

Jacco’s experience as a triathlete taught him the value of repetition and discipline. He applied these lessons to revenue operations, emphasizing the need for consistent practice.

“Sales professionals think knowing how to do something is enough. But true mastery comes from doing it repeatedly, until it’s second nature.”

For revenue teams, this means prioritizing training and ongoing practice to build expertise.

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The Shift to Nearbound Strategies in SaaS

Jacco highlighted the evolution of go to market approaches, from outbound to inbound to nearbound. He discussed how Winning by Design’s methodologies align with these shifts, focusing on partnerships and collaboration.

“Surround your buyers with value through nearbound strategies - it’s not about pushing harder, but working smarter.”

This approach positions SaaS companies to thrive in a collaborative, buyer-centric landscape.

Navigating the Challenges of 2025 and Beyond

Looking to the future, Jacco shared his perspective on how SaaS companies must adapt to the evolving landscape. He called for a focus on value-driven growth, disciplined execution, and customer-centric systems.

“The companies that survive will be those that align their operations with first principles and put the customer at the center of everything.”

For Jacco, the future of SaaS lies in blending human empathy with engineering precision.

Final Thoughts

Jacco van der Kooij’s insights on revenue architecture and sustainable growth offer a powerful framework for SaaS companies navigating today’s challenges. His combination of engineering rigor and human connection sets Winning by Design apart as the gold standard in revenue operations.

Want to learn more from Jacco? Check out Winning by Design or connect with him on LinkedIn.

Stay tuned for the next episode of Force and Friction, where we continue to explore actionable strategies with industry leaders.

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Mike Midgley is the CEO at 6teen30 Digital, Inc. and a dynamic digital entrepreneur, nxd, strategist, public speaker and host of TheOpenMike Podcast show & Co-Host at The Force & Friction Podcast.

Mike has achieved successful six and seven-figure exits over a 30-year career, raised in excess of £1.6m [$2.5m] in Venture Capital and franchised his businesses 68 times.

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