About
The authors of Revenue Architecture
John Stone and Sherwin Uretsky are the authors of Revenue Architecture and the Revenue Architecture Operating System (RAOS).
Both are built for firms that sell considered, high-trust offerings: advisory, professional services, financial services, and technology solutions.
We wrote them because most revenue problems aren’t effort problems. They’re architecture problems. Strategy, platform, and production are designed in isolation, and the seams between them quietly cost pipeline. RAOS puts the whole system on one page so leaders can see it, diagnose it, and fix it.
The authors
John Stone and Sherwin Uretsky
John Stone
Founder and Managing Partner, Revenue Architects
John Stone is co-author of Revenue Architecture. For more than 35 years he has worked on how organizations grow revenue: as a Chief Revenue Officer and executive team member at large enterprises and at two growth companies through successful IPOs, and as a consultant to organizations on revenue growth models and front-office effectiveness. His career includes Tandem, TSC, Viant, Ernst & Young / Capgemini and Cisco Global Consulting.
Sherwin Uretsky
Managing Partner, Revenue Architects
Sherwin Uretsky is co-author of Revenue Architecture. He has led revenue organizations for more than 30 years as a Chief Revenue Officer or division sales lead, and has spent seven years as an advisor to companies on revenue growth strategy and revenue operations. His work spans multinational enterprises, mid-size firms and early-stage growth companies, across professional services, SaaS and product-led business models.
Origin & trademark
Where the name comes from
John Stone has used the term "Revenue Architecture" since 2004, when he registered revenuearchitects.com. He founded Revenue Architects in 2009 and began building the method that became RAOS that year; the revenuearchitecture.com domain followed in 2013. Revenue Architecture is a registered service mark of Revenue Architects.
The method has since grown into the Revenue Architecture Operating System (RAOS): three layers, nine playbooks, twenty-seven plays and five Operating Agents.
Questions about Revenue Architecture or RAOS?
Write to John Stone and Sherwin Uretsky. They read every note.