The Science of Transactional & Strategic Selling
Part 1 – The Art & Science of a CRO & CMO’s Monetisation Thread.
How Value Strikes Create Flywheel Momentum in Modern Revenue Systems, From Pipeline Thinking to Physics Thinking
For decades, organisations have managed revenue like a factory line inputs at the top, outputs at the bottom. Marketing fills the funnel. Sales converts it. Operations deliver it. But in a world defined by data flow, digital signal, and perpetual buyer motion, this linear model no longer holds. Revenue is no longer a sequence it’s a system.
The new commercial reality behaves more like physics than process. Energy moves. Friction builds. Momentum compounds. And at the centre of that system sits the CRO and CMO partnership the only duo capable of tuning the commercial machine for velocity, precision, and sustainability.
This is the Science of the Monetisation Thread a model that maps the flow of value through six connected dimensions of the modern revenue engine. And within it, a new concept emerges: Value Strikes the measurable moments where optimisation generates acceleration.
Introducing the Monetisation Thread
Think of your revenue ecosystem as a horizontal thread not a funnel. It’s a closed-loop system, a flywheel of commercial energy. Each segment transfers motion to the next, while feedback from System Enablement recharges the system with intelligence. When tuned correctly, it behaves like a living organism: self-correcting, compounding, and efficient. When misaligned, friction accumulates and growth decays. It runs continuously through eight connected fields of energy:
"“You can’t change the fruit without changing the root. To improve performance, you must first improve the environment that produces it.”"
A System of Readiness, Motion, and Feedback
Together, these eight levers form the CRO & CMO Flywheel a unified system of readiness, motion, and feedback. Yet the real acceleration doesn’t happen within each lever; it happens in the dynamic spaces between them, where disciplines connect and energy transfers from one motion to the next. The first lever, Strategic Readiness, builds shared clarity and literacy across the organisation, aligning purpose, capability, and leadership data fluency; when this alignment is absent, strategic drift and low vision coherence take hold, draining potential energy. From there, Market Conversion channels that potential into movement, transforming brand precision and audience understanding into qualified demand when this breaks down, inefficient targeting and weak narrative squander kinetic energy.
Win Rate Optimisation follows, applying pursuit design and governance to raise the probability of success through structure, insight, and discipline; when neglected, ad-hoc pursuits and poor qualification scatter directional energy. The fourth lever, Average Deal Value Optimisation, is where commercial architecture expands pricing, scope, and partner leverage amplify opportunity; underselling or unstructured pricing diffuses this amplification energy.
Time to Market measures agility and activation speed, turning insight into campaign and opportunity motion; delay here creates latency, slowing acceleration energy. System Efficiency captures and recycles operational momentum by integrating intelligence and processes; disconnected tools and data noise waste feedback energy. The seventh lever, Seller Productivity, transforms time into consistency, converting effort into deal quality and rhythm; tool fatigue and administrative drag erode rhythmic energy. Finally, Sales Utilisation focuses on capacity and enablement converting human potential into sustained revenue motion, where idle capacity and poor enablement design cause mechanical energy loss. Each of these eight dimensions reinforces the next, creating a living flywheel where energy is never static but continuously exchanged, refined, and multiplied across the entire monetisation system.
Value Strikes, The Accelerators Within the Flywheel
A Value Strike is a transfer point the precise moment where energy moves cleanly from one dimension of the flywheel to another. When friction is removed and alignment is perfect, these moments create acceleration: the system spins faster with no additional input, and momentum compounds naturally. Within the CRO & CMO Flywheel, there are eight major Value Strikes, each acting as a bridge between readiness, motion, and feedback.
The first occurs as Readiness meets Conversion, when message precision ensures that strategic intent connects seamlessly with audience resonance. This alignment transforms purpose into demand, producing market clarity and higher efficiency across the funnel. From Conversion to Win Rate, signal-to-action speed becomes the driver demand data flows instantly into pursuit motion, reducing latency and compressing the time from insight to opportunity. Between Win Rate and Average Deal Value (ADV), deal architecture alignment becomes critical, linking pursuit strategy directly to commercial framing; the outcome is a higher probability of success and stronger value capture.
As energy transfers from ADV to Time to Market, execution readiness takes over well-structured commercial design enables faster contracting and smoother delivery, shrinking cycle times and accelerating value realisation. The flow from Time to Market to System Efficiency is powered by operational sync, where data, tools, and processes move in unison, delivering real-time visibility and forecast precision. The connection between System Efficiency and Seller Productivity relies on feedback elasticity: insights loop directly into enablement and behaviour, driving continuous performance improvement.
The next strike, between Seller Productivity and Sales Utilisation, is governed by capacity flow, the balance of human energy and enablement design that reduces fatigue and lifts output per head.
Finally, as Sales Utilisation feeds back into Readiness, predictive governance ensures that insights inform planning, leadership foresight, and the prevention of future friction. Each Value Strike is a performance amplifier, a moment where smart tuning turns effort into momentum and precision into acceleration. Together, they form the invisible choreography of the flywheel, where energy transfer becomes the true engine of compounding growth.
The GTM Formula: The Physics of Monetisation
At the centre of the Monetisation Thread lies the governing equation, a way to express how every marketing and sales action converts energy into revenue:
GTM= [(Impressions × Perception Quality) – Dropouts − Nonbuying Targets] × Win Rate × Average Deal Value × TTM × SE × HE
- Impressions × Perception Quality → the market energy created by brand reach and resonance.
- Dropouts → lost energy through funnel friction.
- Non-Buying Targets → wasted energy from poor ICP precision.
- Win Rate × Average Deal Value → the conversion coefficient that turns engagement into economic output.
- TTM (Time to Market) → velocity – how fast potential becomes pipeline.
- SE (System Efficiency) → feedback – how well tools and data recycle energy.
- HE (Human Efficiency) → utilisation – how effectively people convert opportunity into outcome.
This formula captures the total momentum of your GTM system every term a measurable input, every subtraction a friction point. Improve any variable, and the flywheel spins faster. Optimise all of them, and the system reaches monetisation equilibrium growth sustained by its own efficiency.
Measuring the Science Behind the Formula
Every Value Strike can be described through three scientific variables:
- Energy Transfer (E) – the efficiency of movement between dimensions.
- Friction (F) – the resistance caused by delay, misalignment, or poor data.
- Compounding Factor (C) – how one optimisation accelerates the next.
The goal: Maximise (E × C) ÷ F across every Value Strike. That’s the Revenue Physics Equation, the heart of the CRO & CMO’s scientific discipline. When energy transfer is high, compounding is strong, and friction is low, monetisation becomes predictable a controlled acceleration rather than chaotic or random bursts.
The CRO & CMO as System Engineers
In traditional models, The CMO was the storyteller and the CRO was the closer. In this new paradigm, they become co-engineers of commercial motion. The CMO tunes the front half of the flywheel: readiness, resonance, and activation. The CRO tunes the back half pursuit, value capture, and enablement throughput. Together, they share ownership of the Value Strikes the six cross-functional interfaces where momentum is won or lost. Their partnership defines how fast and efficiently the organisation converts energy into monetisation.
From Funnel to Flywheel: The Cultural Shift
The evolution from a funnel mindset to a flywheel mindset represents a fundamental cultural shift for CRO and CMO teams. The funnel model is linear, defined by ownership, output, and addition each stage passing responsibility to the next, measured in leads and deals, led by individual heroics and siloed KPIs. The flywheel, by contrast, is a shared system of stewardship: leadership becomes distributed, decision-making disseminated, and success measured through interconnected value strikes rather than isolated metrics.
Where the funnel seeks growth through accumulation, the flywheel achieves it through acceleration transferring energy rather than merely adding effort. In this new rhythm, the most important question changes. Instead of asking, “What’s our next campaign?” or “Where’s the pipeline?”, high-performing teams now ask,
“Where is energy leaking in our system, and how do we strike it back into motion?”
The Compounding Effect of Value Strikes
Every optimised Value Strike increases the system’s compounding factor (C). That’s the secret of Revenue Physics: once energy transfer becomes self-reinforcing, momentum sustains itself.
- Readiness fuels faster Conversion.
- Conversion energises Win Rate.
- Win Rate amplifies Deal Value.
- Deal Value accelerates Time to Market.
- Time to Market strengthens System Efficiency.
- System Efficiency improves Seller Productivity.
- Seller Productivity powers Sales Utilisation.
- Sales Utilisation renews Readiness with intelligence.
The Result?
A closed-loop growth engine one that doesn’t burn out; it builds up speed.
Conclusion
The Human Equation of Acceleration
Every system, no matter how sophisticated, runs on more than physics it runs on purpose. The science defines how energy moves; the art defines why it moves at all. In every CRO and CMO partnership, momentum is not just engineered through process it is sustained through trust, rhythm, and shared intent. Acceleration without alignment burns out. But when precision meets meaning, when measurement meets story, the system begins to self-propel not just with efficiency, but with belief. That is where the science of monetisation gives way to the art of it: the moment when energy becomes emotion and velocity becomes value.
The next chapter explores exactly how creative empathy, design, and human intuition gives the science of growth its enduring force.