The Recurring Revenue Blueprint (6 Stages Every Team Needs) | Bite-sized Tactics

Struggling to connect your sales, marketing, and customer success teams? You’re probably missing a clear customer journey framework.

In this video, we break down the Recurring Revenue Operating Model (RROM)—a framework for tracking key metrics across the customer journey, based on Jocko van der Kooi's model from Winning by Design. It outlines six critical stages of the journey, each with specific owners and metrics:

Learn how to map your customer journey and track the right metrics at every stage:

1. Awareness – Prospects become aware of your company or the problem you solve. (Owned by marketing)
2. Education – Prospects show signs of interest and need to be converted into qualified pipeline. (Owned by SDRs)
3. Selection – The formal sales process where qualified prospects decide on a vendor. (Owned by AEs)
4. Onboarding – New customers are onboarded and driven to fast time-to-value. (Owned by the implementation team)
5. Value Creation – Customer Success ensures ongoing, proactive value delivery, deepening product usage. (Owned by CS)
6. Expansion – Growing the account by introducing new products or services, increasing revenue. (Owned by Account Managers)

Each stage should have a clear leader responsible for stewarding customers through that phase and ensuring smooth transitions to the next stage. Without understanding this journey, companies can’t properly define or track meaningful metrics.

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