Bio
Jacco van der Kooij is the architect of the most comprehensive systems-level framework for recurring revenue businesses. His central thesis is that SaaS and subscription companies have fundamentally outgrown the traditional sales funnel. In a perpetual license model, 60% of total revenue is captured at the initial sale; in a recurring model, only 18% is captured at the initial commitment, with 82% coming from renewals and expansion over subsequent years. This single observation drives his entire body of work: if most value is created after the initial sale, the entire go-to-market system must be redesigned to optimize for the full customer lifecycle, not just acquisition.
Operating themes
- Operating thesis: Recurring revenue is the result of recurring impact, and the entire customer journey must be designed as a unified system using scientific models rather than siloed departmental playbooks.
- Revenue Architecture
- Sales Process Design
- Pipeline Management
- Buyer Enablement
Cards
- 82% of recurring revenue comes after the initial sale — design GTM around the Bowtie, not the funnel — 82% of recurring revenue comes after the initial sale — design GTM around the Bowtie, not the funnel [Tier A]
Sources captured
- 2026-04 —
the-spiced-framework-winning-by-design-blueprints.md(operator essay archive) - 2026-04 —
the-operating-model-for-recurring-revenue-winning-by-design-research.md(operator essay archive) - 2026-04 —
preview-chapter-1-of-revenue-architecture-by-jacco-van-der-kooij-winning-by-desi.md(operator essay archive) - 2026-04 —
frameworks-that-govern-b2b-marketing-and-sales-and-why-saas-needs-its-own-framew.md(operator essay archive) - 2026-04 —
ai-research-across-the-bowtie-winning-by-design-research.md(operator essay archive)