Course 2: Revenue as a system

Why optimizing parts breaks outcomes

Revenue is often managed as a funnel or a set of functions. In reality, it behaves as a system — where timing, interaction and feedback matter more than isolated metrics.

This course introduces system-level thinking as a prerequisite for modern revenue leadership. It shows why optimizing individual functions rarely produces system-level control, and how well-intended improvements in one area quietly create distortion elsewhere.

You’ll see why alignment breaks even when goals remain shared, why outcomes drift despite strong execution, and why leadership loses leverage not from lack of effort, but from fragmented ways of seeing.

Rather than prescribing tactics, this course reframes how revenue must be understood and designed.

The goal is not abstraction, but orientation — helping leaders stop managing slices and start reasoning about the whole.

You will learn

• Why funnels oversimplify modern revenue systems
• How fragmentation creates distortion across growth, margin and cashflow
• What it means to design revenue instead of managing it