Mastering the Revenue Cycle Why the Bowtie is the Right Strategic Framework for Modern RevOps

Every RevOps professional knows the ‘bowtie” revenue cycle framework. Or think they do. But few growth leaders understand how to use to effectively run their business. Steve Busby, CEO of Revenue Operations Associates explains why the Revenue Cycle - implemented the right way – will help your business actually make money. This talk will outline the essential knowledge every RevOps professionals at every company will need to measure, manage and optimize growth in their business. In this session, you will learn:

• The fundamentals to measuring, managing and optimizing the GTM process
• Why having process for continuous improvement is so essential to the modern GTM
• The moments that generate value, margin, leverage and scale in the revenue cycle
• How to identify and eliminate friction, scale and client abrasion along the bowtie
• Practical ways to engage, educate, and enable the six key leaders on your GTM team
• How to define and align revenue teams around projects that can improve the revenue cycle

At the end of this session, you will get practical tools, guides, lectures and a textbook you to bring back to work on Monday to better manage the “bowtie” in your business.

Join Steve Busby and a the worlds leading community of Revenue Operations Professionals at the RevOps Coop A/F Americas Conference in San Francisco on May 6 and 7, 2026.