Introduction to Module 2

Every fast-growing company knows the feeling: tech tools pile up, point solutions evolve into sprawling systems, and before long, you’re left managing a maze of platforms rather than leveraging a well-designed stack.

In our first module, we explored the core challenges underlying Revenue Technology (RevTech), but now it’s time to shift gears. In this second module, we’re focusing on possibility—on what a truly effective RevTech stack can look like.

Why is this so important? As companies progress from finding product-market fit to achieving scale, their technology needs shift dramatically. A startup in its scrappy, pre-product-fit days doesn’t need the same sophisticated data orchestration platform as a global enterprise. But the key to long-term success isn’t just having the right tools today—it’s understanding how the technology landscape has evolved over time and using that context to build a flexible, future-proof stack. Most of us don’t have the luxury of starting from scratch; we inherit systems shaped by yesterday’s decisions. Recognizing the eras, trends, and patterns that led here helps us navigate forward with intention instead of inertia.

This module unfolds in three lessons:

• Lesson 1: We’ll trace the four eras of the Go-to-Market (GTM) stack and examine the historical shifts that influenced today’s technology choices. By understanding where we’ve been, you’ll be better equipped to tackle where you’re heading—especially if you’re dealing with legacy tools at a 5-10-year-old company.
• Lesson 2: We’ll dive into real-world examples of companies that have mastered their RevTech environments. Their stories reveal guiding principles that you can adapt to your own situation, no matter how unique your context might be.
• Lesson 3: We’ll introduce the FRIC framework—Focus, Redundancy, Interoperability, and Coupling. This practical model breaks down the core attributes of an exceptional stack. You’ll learn how to apply it to your own organization, tailoring the right mix of structure, simplicity, and scalability as you grow.

From startup scrappiness to enterprise refinement, your RevTech stack should evolve strategically. By understanding historical context, learning from best-in-class examples, and applying a proven framework, you’ll gain a blueprint for building a flexible, resilient, and results-driven stack. As you advance through this module, you’ll uncover the “why” behind modern RevTech success—insights you can translate into actionable steps for your own organization. Let’s get started.