Data Model: Understanding the Data you measure in revenue organizations

Explore the fundamentals of the data model with Winning by Design founder Jacco van der Kooij.
Jacco outlines how his new approach revolutionizes the data sales model in this fourth installment of an eight-part series. He breaks down the data model elements by defining a full-funnel bowtie, how the bowtie supports a closed-loop system and how a customer-centric philosophy applies.

While the historical data model is perceived more as an art form and seller-centric, the new model emphasizes sales science and customer retention. The bowtie funnel derives from the traditional funnel laying on its side, with the new funnel as a mirror image. The phases of the new funnel include maintaining impact, a recurring revenue stream and the customer's lifetime value.
In other words, while the historical data model focuses more on prospects, leads and closing a sale, the new, adjoining funnel brings the entire process together by showing the importance of all the other service components of retention, including customer success, development and accounting.

The closed-loop system involves stages of loops as the customer grows and nurtures itself through the funnel. As the nurturing loop represents the left side of the funnel, the growth loop makes up the right side. The growth loop highlights a happy client who achieves recurring impact and continues to renew and expand the relationship.

Customer centricity surrounds the philosophy of recurring revenue from the same customer. The key to creating recurring revenue is continuous impact. Recurring revenue occurs when a company continuously delivers its client the services it promised from the initial sale.

To further refine retention factors, you should analyze volume, time, conversion and growth metrics while comparing some of your most successful customers to ones you hope to develop.
The entire process emphasizes the importance of not shifting away attention from a customer after the initial sale. The true success of a company relies on the recurring impact the customer provides over time.

For more information about using sales training and customer success to achieve sustainable growth, visit our website at https://winningbydesign.com/

Timestamps:
[0:00] Getting started
[1:51] Outline of the historical data model
[3:01] Introduction of new data model outline
[7:38] Formation of the bowtie funnel
[9:39] How a closed-loop system forms
[15:16] The different components of the closed-loop
[17:40] Introduction of customer centricity
[27:39] Framework for the data model
[32:00] Defining volume, time, conversion and growth metrics
[40:47] Findings from the data model

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