How Siemens Energy installs the operating model for recurring revenue. And how we remove work from your managers' week while we do it.
Round 2 · Mike Boogaard, Dan Smith, Shane McGrath
02
Who We Are
We are not a training company that adapted to recurring revenue.
We are the firm that wrote the operating model for it. SPICED, the Bowtie, and Revenue Architecture are the language and the system that companies selling recurring value run on. Training is how we install it.
03
What We Believe
This is not a training problem.
It is an operating-model problem. You are moving from selling finished products to selling the value of a platform that is still being built. The current motion cannot make that shift by trying harder. It has to sell differently.
04
WbD architects the recurring-revenue operating model. Training is how we install it.
05
Your World, On One Model
From products to platform, on the Bowtie.
Win the land
The rep stops responding to specs and starts leading with the customer's challenge. One focused use case, framed as impact, not as a product line item.
06
Why Us, For Siemens Energy
The differentiation, in three parts and one number.
The shared language
SPICED
One language that carries across every stage of the land-and-expand journey, from first challenge to renewal.
The revenue model
The Bowtie
Land, prove, expand. Built for platforms sold as recurring value, not products sold once.
The operating model
Revenue Architecture
The system underneath. We defined it, and reps at your scale run on it every day.
9x ROI
+10% win rate
+29% quota
Across a 50,000-opportunity study.
07
Question 01
How is SaaS, Land and Expand, and digital solutions reflected in the training?
Directly, because the Bowtie is a land-and-expand model. Reps learn to win the first use case, prove impact, then expand asset to plant to fleet. That is your use-case roadmap, and SPICED is the one language across every stage of it.
Land
Win the first use case
Small, focused, framed as impact. The entry point of the recurring-revenue motion.
Expand
Asset to plant to fleet
The same language carries the expansion, so growth is a motion the team runs, not a lucky renewal.
The spine
SPICED end to end
The only language that crosses every stage of the Land and Expand journey. One method, one vocabulary.
Proven atSpaceX$800M to $4.5B revenue on a unified SPICED framework, GTM team 40 to 90.
08
Question 02
What is specific about moving from products to platform and use-case selling?
We retrain the sale from spec response to impact-led discovery. SPICED turns your customers' challenges into qualified use-case opportunities, using your own use cases and FTA motion as the course material.
From
Spec response
Answer the requirement, quote the product, compete on features and price.
To
Impact-led discovery
Qualify the use case, sell the value and the potential of the platform, expand from there.
Tailored to you
Your opportunities, your gates
Every exercise is built on your live deals, your PM10 and PM20 gates, and your defined ICPs. Nothing generic, nothing to translate.
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Question 03
What are your references and experience in established B2B?
SpaceX
Starlink · aerospace and satellite comms
$800M to $4.5B revenue, +462%. GTM team 40 to 90. On a unified SPICED framework.
DocuSign
Recurring-revenue SaaS
2.1x ACV. +10% win rate. 9x ROI.
Five9
Enterprise cloud contact center
+20% win rate on completed SPICED scorecards. Adoption 15% to 55% in two weeks.
SafetyCulture
APAC · their own SC Way
~70% lift in revenue per AE and total sales. Pain to Impact +156%.
OneStream
Enterprise CPM · pre-IPO
Growth-model guidance into a $4.6B IPO, up 34% on day one.
Teleperformance and Canva
Enterprise scale · SaaS-native
Proven from six-figure-headcount enterprises to born-in-SaaS growth.
What has not worked, honestly: training without manager cadence decays within a quarter, and template-heavy tooling gets rejected by reps. That is exactly why our design is manager-first and Salesforce-native.
"We were able to get crucial guidance on the sustainability of our growth model as we accelerated into IPO."
Chris Nixon
Head of GTM and Customer Finance, OneStream
11
Question 04
How is AI an effective part of this? Is it really crucial?
AI is not the crucial part. Adoption is. AI amplifies a working system when a coach or manager is not in the room. We will not claim commercial impact for AI tooling we cannot attribute.
A Copilot persona guesses. SPICED structures.
Screenshot: deal notes in
Customer runs 40 plants. Frustrated with unplanned downtime. Piloted one monitoring module last year, liked it, nothing since. Budget owner is new. Wants to see value before expanding.
→
Screenshot: SPICED output
Situation: 40 plants, one module piloted, stalled at expansion.
Pain: unplanned downtime, no proven path from pilot to platform.
Impact: quantify downtime cost per plant, model asset to fleet.
Critical event: new budget owner needs proof this quarter.
Decision: expansion criteria and the rep's next best action.
Example screenshots from your approved Copilot environment. Included at no incremental licence cost: SPICED-structured prompts, no new tooling, no works-council issue.
12
Question 05
What is included in the price?
EUR 659k, all-in.
Included
Design and set-up, absorbed in the German pilot
Kickoffs and three-day capability training
Final workshops
Four months of coaching per cohort
Manager and governance workstream
Excluded
Travel and venue
CRM configuration
Compensation design
AI platform delivery
13
Question 06
How do you ensure the tools are used daily, not filled in afterwards?
The tool lives inside the deal, not beside it. SPICED becomes the language of the weekly opportunity reviews you already run, with lightweight Salesforce fields at PM10 and PM20. Using the method is doing the job.
Inside the deal
Not a second system
SPICED gates in the CRM make the behaviour visible without new admin or a parallel tool.
In the cadence
Your existing reviews
The method becomes how deals are discussed, so it is used because it is useful, not mandated.
Success factor number one
Managers coach it first
Managers coach with SPICED before reps are ever trained on it. That is what makes it stick, everywhere.
Proven atFive9Adoption 15% to 55% in two weeks, +20% win rate on completed SPICED scorecards.
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Question 07
How is sustainable implementation ensured, and how do you measure it?
Behavioural KPIs, leading
SPICED completeness on qualified opportunities
Use-case tagging
Deal-review participation
Win and loss reason quality
Results, lagging
Pipeline conversion through the PM gates
Order intake and revenue
Benchmarked at the start by our skills diagnostic
Tracked by Impact Assurance, with coaching direction
The three killers are absent managers, tool overload, and training treated as an event. We mitigate with manager-first sequencing, a minimal Salesforce footprint, four months of coaching on live deals per cohort, and a second wave at six months with follow-up at nine.
Proven atOneStreamGrowth-model guidance sustained into a $4.6B IPO.
15
Timeline to Impact
Managers ready in month one. Pilot proof by month five. You own the cadence by month nine.
The German cohort is the proof pilot. Coaching runs in parallel, not after. Managers are enabled before a single rep is trained, and by the end your managers own the cadence while we step back to reinforcement.
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Stream 1
Managers first
~19 managers
Management workshop, onsite 2 days, by end September, before your October fiscal year.
Sep
Stream 2
German pilot
Proof cohort . in German
Kickoff 2d, capability 3 to 4d, coaching, final 2d. The rollout template, proven.
Oct to Jan
Stream 3
Regional cohorts
Five cohorts . in English
Rolling, 12 to 15 reps per cohort, each running the same proven arc.
Nov to May
Stream 4
Coaching
Virtual . pods of 4 to 8 . parallel
Monthly coaching on live deals across 6 plus 3 months. Alongside the training, not after it.
Oct to Jun
Stream 5
Wave two
Reinforcement
Second capability wave at six months, follow-up at nine. Behaviour that sticks.
Apr to Jun
Stream 6
Handoff
You own it
Jun
★ Impact landing
Measurable wins
Sep . First
Managers coaching-ready before a single rep is trained.
Dec
German pilot on live deals. SPICED completeness rising, first PM10 conversions.
Feb
Pilot results in. Rollout template proven, in German, ready to scale.
Jun
Your managers own the cadence. We reinforce, then step back.
Delivery workstream
Coaching, parallel from month two
Handoff to Siemens Energy
Measurable impact
Managers ready in month one. Coaching runs in parallel. You own the cadence by month nine.
16
What It Looks Like For a Rep
Less admin. A sharper conversation. More selling.
Opens a deal with the customer's challenge, not a product pitch.
Qualifies the use case in SPICED, so the path from pilot to platform is clear.
Updates two lightweight fields in Salesforce, in the flow of the deal.
Gets a SPICED-structured second opinion from AI when no coach is in the room.
17
What It Looks Like For a Frontline Sales Manager
Coaches on pattern, not anecdote. Runs the review, does not prepare for it.
Sees SPICED completeness across the team, so coaching is targeted, not generic.
Runs the same weekly review, now in one shared language.
Spots the stalled use case early, at PM10, not at the forecast call.
Owns the cadence. We coach the coaches, then reinforce, then step back.
18
What We Ask For Today
We designed this for Siemens Energy. Help us finish it.
The German pilot as the proof cohort, then five regional cohorts, sustained inside your Salesforce cadence. One line to carry into the deal review: WbD architects the recurring-revenue operating model. Training is how we install it.
19
Thank you
The Siemens Energy Way of Selling. Let us build it with you.
Winning by Design · Mike Boogaard, Dan Smith, Shane McGrath · Confidential