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The Bowtie — Winning by Design's model for the full customer journey — is one of the most cited frameworks in SaaS revenue growth. Knowing it and running it, though, are two different things.
In this episode, we sit down with Roee Hartuv, who spent years building Winning by Design's revenue architecture practice and now runs Willingness to Pay, to talk about what it actually takes to operationalize the Bowtie: breaking down the silos between marketing, sales, and customer success, giving teams a common language across the customer journey, and treating go-to-market as a system instead of a chain of handoffs.
We also get into pricing and packaging — the one piece of revenue architecture that, even with a great framework in hand, still resists being systematized.
This isn't an episode about ayeQ, but it lands squarely on the problem we exist to solve: turning the Bowtie from a whiteboard model into something teams can actually run on.
