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Architecting the Siemens Energy Way of Selling
A selling model built for your shift from products to platform. And a way to install it that removes work from your managers' week.
Siemens Energy OES · Round 2 · Mike Boogaard, Dan Smith, Patrick McGrann
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Who We Are
The Bowtie is the only revenue model built for how recurring-revenue businesses grow.
SPICED and Revenue Architecture are the language and the system underneath it. We defined this operating model, and sales teams at global scale run on it every day.
Winning by DesignWe wrote the model for recurring-revenue growth.
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What We Believe
This is not a training problem.
It is an operating-model problem. Selling a platform that is still being built takes a different motion, and that is what we install.
Winning by DesignA new motion, not more effort.
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The model that turns your platform shift into platform revenue.
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Your World, On One Model
From products to platform, on the Bowtie.
Win the land
The rep leads with the customer's challenge, not the spec. One focused use case, framed as impact.
Your PM gates govern the path to the first order. Your platform earns most of its value after it.
Winning by DesignOne model. Your use-case roadmap, end to end.
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Why Us, For Siemens Energy
What sets us apart, and the proof behind it.
The shared language
SPICED
One language that carries a deal across every stage of the land-and-expand journey.
The revenue model
The Bowtie
Land, prove, expand. Built for platforms sold as recurring value.
The operating model
Revenue Architecture
The system underneath, which we defined and teams at your scale run daily.
9x ROI
+10% win rate
+29% quota
Across a 50,000-opportunity study.
Winning by DesignProven at scale, not asserted.
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Question 01
How is SaaS, Land and Expand, and digital solutions reflected in the training?
The Bowtie is a land-and-expand model, so the training is your use-case roadmap. Win the first use case, prove impact, expand asset to plant to fleet.
Land
Win the first use case
Small, focused, framed as impact. The entry point of recurring revenue.
Expand
Asset to plant to fleet
The same language carries the expansion, so growth is a motion you run.
The spine
SPICED, end to end
One language across every stage of the journey.
Winning by DesignSPICED is the one language across every stage.
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"Our growth tripled three years in a row. Aligning the team on Impact and Critical Event sharpened our forecasting and deal focus."
Jason Fritch · VP Worldwide Enterprise Sales, SpaceX (Starlink)
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Question 02
What is specific about moving from products to platform selling?
From
Feature pitching
Answer the spec, quote the product, compete on price.
→
To
Impact and outcomes
Lead with the result the customer wants, and the timeline to get there.
Tailored to you: every exercise is built on your live opportunities, your PM10 and PM20 gates, and your defined ICPs. This customer-centric motion opens bigger deals and closes them faster.
Winning by DesignTheir outcome, not our product.
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Question 03
Your references and experience in established B2B.
SpaceX
Starlink · aerospace
$800M to $4.5B revenue, +462%. GTM team 40 to 90.
DocuSign
Recurring-revenue SaaS
2.1x ACV. +10% win rate. 9x ROI.
Five9
Cloud contact center
+20% win rate on SPICED scorecards. Adoption 15% to 55% in two weeks.
SafetyCulture
APAC · the SC Way
~70% lift in revenue per AE. Pain to Impact +156%.
OneStream
Enterprise CPM · pre-IPO
Guided into a $4.6B IPO, up 34% on day one.
Teleperformance and Canva
Enterprise scale · SaaS-native
Proven from global enterprises to born-in-SaaS growth.
Also in industrial and enterprise B2B, clients include Sanofi · Boston Dynamics · Arianespace · Fudura.
What has not worked: training without a manager cadence and executive reinforcement. That is why our design is manager-first and Salesforce-native.
Winning by DesignProof where you are going, and where you are.
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In Their Words
The people who ran this, on what changed.
Five9
"We're seeing positive changes. More deals won, better win rates. There's energy."
Corran Ashby
RVP Account Strategy, Five9
OneStream
"We got crucial guidance on the sustainability of our growth model as we accelerated into IPO."
Chris Nixon
Head of GTM and Customer Finance, OneStream
SpaceX
"Our growth tripled three years in a row. It sharpened our forecasting and deal focus."
Jason Fritch
VP Worldwide Enterprise Sales, SpaceX
Winning by DesignNot our claims. Their words.
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Question 04
AI accelerates the method. The value is structure.
A persona, with no method
40 plants, downtime issues
piloted a module last year
new budget owner
wants value before expanding
... scattered, inconsistent output
→
SPICED, structured
S40 plants, one module stalled
PUnplanned downtime
ICost per plant, asset to fleet
CNew budget owner, this quarter
DNext best action for the rep
Delivered as SPICED-structured prompts in your approved Copilot environment, mapped to Salesforce, at no incremental licence cost. The method delivers the value; the prompts make it fast to apply.
Winning by DesignA persona guesses. SPICED structures.
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Question 05
What is included in the price.
Included
- Design and set-up, absorbed in the German pilot
- Kickoffs, capability training, final workshops
- Four months of coaching per cohort
- Manager and governance workstream
- AI platform delivery (SPICED-structured prompts in your Copilot environment)
- CRM architecture recommendations (advisory)
Additional cost
- CRM configuration and customized field mapping
- Optional: extended AI coaching platform (Kai)
- Travel and venue
- Compensation design
The full figures are in the proposal we submitted.
Winning by DesignAdvisory included. Custom build is scoped separately.
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Question 06
Used daily, and made visible in SPICED Pulse.
SPICED becomes the language of your weekly reviews, scored from recorded role plays, deal reviews, opportunity notes, and call recordings where available, so managers see the pattern and coach it before reps are trained on it.
Rep
Manager
S
P
I
CE
D
Overall
Win %
Rep A
Sales Lead
3.5
3.5
2.0
2.5
2.9
3.1
62%
Rep B
Sales Lead
3.9
3.4
2.4
2.0
3.0
3.0
52%
Rep C
Sales Lead
3.5
3.0
2.0
1.5
2.5
2.6
40%
Impact and Critical Event are the common gaps. Reps score the platform, not the customer's outcome. That is exactly what the coaching fixes.
Winning by DesignThe method is scored in the work, not filled in after.
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SPICED Pulse and Kai
See the moment. Practice the fix. One click.
SPICED Pulse · recorded role play
anonymized example
Customer said
"My real concern is cost. I am not seeing the ROI to justify this over what we already run."
Rep said
"Right, um, I hear you on price. We could maybe do, uh, twenty percent off to make the numbers work?"
Should have said
"What return would justify it, and on which outcome? Let us size the impact on one site before we talk price."
I 2.0 The rep discounted instead of quantifying impact.
Practice this with Kai →
Kai is the optional extended AI coaching platform. Anonymized example, styled after SPICED Pulse.
Winning by DesignCoaching at the moment it matters.
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Question 07
How sustainable adoption is ensured, and measured.
REKS · leading indicators
- Effort: deal-review participation, coaching cadence
- Knowledge: SPICED completeness on qualified deals
- Skills: use-case tagging, win and loss reason quality
REKS · lagging results
- Pipeline conversion through the PM gates
- Order intake and revenue
- Benchmarked by our skills diagnostic, tracked by Impact Assurance
REKS gives managers one framework to coach individuals and the team. Four months of coaching on live deals per cohort, a cadence they run, and a second wave at six months make it stick.
Winning by DesignREKS: effort and knowledge lead, results follow.
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Timeline to Impact
Managers ready first. Pilot proof by month five. You own it by nine.
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Managers first
Management workshop
Sep
German pilot
Proof cohort, in German
Oct to Jan
Regional cohorts
Five cohorts, in English
Nov to May
Coaching
On live deals, in parallel
Oct to Jun
Wave two
Reinforcement and follow-up
Apr to Jun
Handoff
You own it
Wins
Sep
Managers coaching-ready firstDec
Pilot on live deals, first PM10 conversionsFeb
Template proven, ready to scaleJun
Your managers own the cadenceManagers ready in month one. Coaching runs in parallel. You own the cadence by month nine.
Winning by DesignProof early. Ownership by month nine.
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What It Looks Like For a Rep
Less admin. Sharper conversations. More selling.
- Opens with the customer's challenge, not a product pitch.
- Qualifies the use case in SPICED, so the path to platform is clear.
- Gets an AI second opinion when no coach is in the room.
Winning by DesignLess admin. More selling.
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What It Looks Like For a Manager
Coach on pattern. Run the review you already run.
- Sees SPICED completeness across the team, so coaching is targeted.
- Spots the stalled use case early, at PM10, not at the forecast call.
- Owns the cadence. We coach the coaches, then step back.
Winning by DesignCoach on pattern, not anecdote.
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The Siemens Energy Way of Selling starts with the pilot.
One German proof cohort, then scale on what works. We are ready when you are.
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Thank you.
Mike Boogaard · Dan Smith · Patrick McGrann · Confidential