https://www.reddit.com/r/SaaS/comments/1ko1z3x/the_bowtie_a_gamechanger_for_saas_recurring/

Inspired by the Bowtie framework by Winning by Design, a global leader in GTM strategy for recurring revenue businesses.

If you’re navigating the world of recurring revenue—whether it’s SaaS, subscriptions, or usage-based models—you’ve probably noticed that the classic sales funnel doesn’t tell the whole story anymore. It’s built for getting customers in the door—but what about everything that happens after?

In today’s landscape, the real growth kicks in post-sale: retaining customers, helping them succeed, and expanding their value over time. That’s where a smarter, more complete approach comes in.

Meet the Bowtie framework—a modern take on the customer journey that gives equal weight to both acquisition and retention. It’s become a go-to model for businesses built on recurring revenue, and for good reason. In this article, we’ll break down what the Bowtie model is, why it’s crucial for long-term success in subscription-based businesses, and how it was shaped by Winning by Design—a consulting firm that’s redefining how growth-stage companies scale sustainably.

What Is the Bowtie, and Who’s Behind It?

The Bowtie is a framework that extends the traditional funnel to cover the entire customer journey, from acquisition to retention and expansion. Unlike the linear, seller-focused funnel, the Bowtie is shaped like—you guessed it—a bowtie, with the left side handling customer acquisition and the right side focusing on delivering ongoing impact to drive renewals and growth. It’s a holistic system designed to align every stage of the customer experience with their success.

This game-changing model was developed by Winning by Design, a leading consultancy known for helping SaaS and recurring revenue businesses scale through data-driven, customer-centric strategies. Their expertise in go-to-market (GTM) motions has made the Bowtie a go-to framework for companies looking to move beyond one-time sales and build sustainable, long-term revenue streams.

Winning by Design

Why the Classic Funnel Falls Short

The marketing and sales funnel has been a staple for over a century, guiding prospects through three core stages:

1. Awareness: Prospects become leads by engaging with content that highlights a problem—like downloading an eBook or watching a demo.
2. Education: Leads explore solutions through discovery calls or self-serve demos, becoming qualified opportunities.
3. Selection: Customers choose your solution, and the deal closes, marking a win.

This works beautifully for one-off sales, like hardware or perpetual software licenses. But for recurring revenue businesses, it’s only half the story. Here’s why the funnel struggles:

• It ends at the sale: Retention and expansion—key drivers of SaaS growth—happen outside the funnel’s scope.
• It’s seller-centric: The focus is on closing deals, not ensuring customers achieve measurable outcomes.