The Bowtie Revenue Model – Operationalizing the Full Funnel

We’ve all seen the traditional sales funnel. It’s shaped like a cone, it ends at "Closed-Won," and it ignores everything that happens after the sale.

But revenue doesn't end when a deal is closed.

‍Enter the Bowtie

‍The Bowtie Revenue Model reimagines the customer journey. The left side of the bowtie looks like your classic funnel: attract, engage, convert. The right side represents the post-sale journey: onboard, retain, expand.

It’s not just a metaphor — it’s an operational framework.‍

Why It Matters‍

In SaaS, media, and service businesses, expansion and retention are just as critical as acquisition. If you’re only optimizing the left side of the funnel, you’re leaving money (and customers) on the table.

How to Make It Work

Map Out Customer Milestones‍

Define success from your customer's perspective. What does a successful onboarding look like? What triggers expansion conversations?

Create Mirror Automation

‍You automate MQL to SQL handoffs. Why not automate product usage alerts, QBR prep reminders, or renewal nudges?

Integrate Systems‍

Your post-sale stack (Zendesk, Gainsight, Product Analytics) should integrate with your CRM. Create shared data environments, not silos.

Score Engagement Beyond the Deal‍

Assign scores to NPS responses, product adoption events, or CSAT trends. A drop in product logins can be as important as a missed demo no-show.

Compensate Across the Bowtie‍

If your RevOps team only supports Sales, you’re only doing half the job. Expand RevOps into CS and AM teams.

“The bowtie model isn’t just theory — it’s how modern GTM teams run.”

In Summary‍

The Bowtie Revenue Model turns RevOps from a pre-sale engine into a full-spectrum revenue machine. If you’re optimizing for net revenue retention—not just net-new—this is your blueprint.

Stay tuned for Part 2: Bowtie Dashboards and Metrics That Matter.