The Definitive Guide to Revenue Leadership: Design & Build The Definitive Guide to Revenue Leadership: Design & Build
SIA Coaches
Pete Crosby Revenue
Operating Partner
Stage 2 Capital
Former EVP Sales and Board Director
Managing Director at Stage 2 Capital, Former CRO
  • Description
  • Course Syllabus
  • Coach Information
About this course

The Definitive Guide to Revenue Leadership is a learning pathway created as a complete primer for designing, building, executing & scaling the Go To Market in a B2B SaaS organization.

Design & Build is the first course in the learning pathway and covers designing & building the revenue function. It will touch on product-market fit, the Raskin Matrix, unit economics, and creating the right culture.

To get the most from this course you should be operating at VP Level or above with several years of experience running sales teams. You probably report directly to the CEO & are involved in revenue strategy and delivery.

What impact this course will have
  • Be able to confidently guide your executive team through the GTM process
  • Be able to contribute effectively & strategically to Product & Engineering decisions
  • Know how to design your value proposition
  • Know how to build a predictable model
  • Have a model to prioritize and focus your time
Course Syllabus
Class 1
Modelling the Go To Market
  • Articulate what you will learn on the course & have an initial key framework to takeaway & apply
  • Analyze TAM, SAM, & ICP and act on those analyses by building an executable BottomUp Plan
  • Choose the right GTM model from a range of options and build & adapt it for your organization
Class 2
Designing Product Market Fit & Defensibility
  • Map the Buyer Journey & draw conclusions that shape your value proposition
  • Define the Needs, Value & Delivery within a PMF framework to tailor your persona fit
  • Identify the 3 key reasons why your product is mission-critical & develop the best way to articulate it
Class 3
The Raskin Matrix & the Value Proposition
  • Build a Raskin Matrix and define what you are, what you want to be, and what you do not want to be
  • Convert this into a visionary presentation covering the 5 Raskin deliverables
  • Articulate your value proposition with precision & understand how to continually refine it


Class 4
Unit Economics & Leading Indicators
  • Understand & apply the crucial KPIs of DRR, CAC & LTV
  • Conceive & design an Early Warning System & use dashboards to track performance
  • Apply key SaaS measures like Velocity to measure your success


Class 5
Creating the Right Culture
  • Apply the principles of psychological safety, mental wellness & a winning mentality to lead your team effectively
  • Participate in the design of meaningful Values that drive success & shape your Culture
  • Performance Expectations, and how to Comp & Incent
Class 6
Designing the Revenue Model - Masterclass with Kelly Breslin-Wright


Class 7
Predictable, Scalable, Repeatable
  • Architect an effective buyer driven outbound model covering the 4 stages of sales
  • Price your product to deliver best in class DRR
  • Understand & apply Chasm principles to enable cohesive growth


Class 8
Getting the Revenue Leadership Team & Key Hires Right
  • Use frameworks to effectively design & hire for the jobs you will have in 12 months’ time
  • Use the Elite Leadership Matrix to develop a blended, diverse revenue leadership unit
  • Coach an elite revenue leadership team
Class 9
Demand Gen & the Marketing Function
  • Understand & implement the principles of effective demand generation
  • Manage a Marketing team and understand the principles behind brand, product, & publicity
  • Operate lead gen, ABM & hybrid models as appropriate


Class 10
The Importance of the Partnership Function
  • Analyze the market & category you are in to shape an effective Partnerships strategy
  • Build a Partnerships model that works for your business
  • Run channel programs that contribute to spectacular growth


Class 11
Time, Focus, Risk - Staying on Top of Your Time & Priorities
  • Deploy time management frameworks to ensure you have time for strategy, people & planning
  • Effectively choose where to focus your time in order to win
  • Manage Risks & Issues effectively


Class 12
Building the Revenue Model - Masterclass with Mark Roberge


Pete Crosby Revenue
Pete is a 4x successful scale-up revenue leader. He has been running SaaS revenue teams for more than 20 years, most recently as CRO at Ometria, who Deloitte placed in the Top 10 growth businesses in the UK with revenue acceleration above 3000%. He i...
Operating Partner
Stage 2 Capital
Mandy is a visionary, results-driven executive with proven success building and leading sales and operations organizations to multimillion dollar revenue and profit growth. She specializes in building multichannel teams in early and growth stage comp...
Former EVP Sales and Board Director
Kelly joined Tableau as the company's first salesperson one month prior to the launch of v1 in 2005. For nearly 12 years, Kelly helped build and scale Tableau into a multi-billion dollar public company. She grew Tableau's field operations from zero t...
Managing Director at Stage 2 Capital, Former CRO
Mark Roberge is the former CRO of Hubspot growing revenue from zero to $100M and expanding the team from 1 to 450 employees. He is also the bestselling author of the award-winning book, “The Sales Acceleration Formula: Using Data, Technology, and I...