A Revenue Architecture defines the building blocks for Revenue growth. You can think of the Revenue Architecture as a Sales and Marketing Operating Model.  It is critical that the revenue architecture is designed and deployed to directly align with the business strategy and business model.

Business Models Change Along A Continuum

In pursuit of greater margins (by moving to higher value products and services) or greater scale (by moving toward a more standardized products and bigger markets) a businesses will adjust strategy and business models. The diagram below depicts a simple set of axis that firms generally move along in their go-to-market approach.