Revenue Architecture for B2B SaaS
Building scalable revenue structures – from strategy and pricing to reporting. Sales and marketing in one system that grows with you from €5M to €50M ARR.
What is Revenue Architecture?
Revenue Architecture is the systematic design of scalable revenue structures within a company. It encompasses the integration of sales and marketing into one system – from strategy, pricing and pipeline design to forecasting and reporting. The goal is a growth engine that works reproducibly.
Most B2B SaaS companies between €3M and €10M ARR hit a ceiling: what worked as founder-led sales no longer scales. Leads come in but the pipeline is opaque. Marketing generates awareness but sales sees no qualified opportunities. Forecasts are guesswork.
Revenue Architecture solves this by bringing every part of the revenue chain into one shared structure: strategy, processes, technology and people – aligned towards one goal.
The 5 Pillars of Revenue Architecture
In over 20 years of B2B sales I've learned many industries. But few are as openly indifferent to their own core problem as mechanical engineering and technical documentation.
How I Build Revenue Architecture
I follow a structured approach to building Revenue Architecture – pragmatic, not academic. Every company is different, but the phases remain the same.
Why I Build Revenue Architecture – Not Just Advise On It
I haven't just designed revenue organisations – I've led them operationally. As VP Sales at XING/NEW WORK SE, as SVP Central Europe at Statista, and today as CRO at DOCUFY. Every time with the same approach: aligning people, processes and technology.
The result: revenue scaled from €3M to €50M ARR. Not through a single initiative, but through a system that works reproducibly.
