Market architecture
Where can we win?
ICP, segmentation, buyer problems, and competitive context.
Revenue Architecture for AI, data, and SaaS companies
Turn a complex product into a revenue motion your market understands and your team can execute.
I work directly with founders and executive teams to align the market, message, sales motion, and partner ecosystem around how the company wins. The result is clearer positioning, stronger GTM execution, and a repeatable path to revenue.
Jason Recacho / Principal Advisor / Recacho Advisory
Clarity before scale.
Revenue Architecture connects the decisions that determine whether a strong product becomes a repeatable commercial system.
They’ll call it a technical problem. It’s often a go-to-market alignment problem.
The founder problem
Your GTM functions may be working. They may not be working together.
Revenue stalls when Product, Sales, Marketing, and Partnerships operate from different assumptions about the market. Each team can execute its own work well while the company still fails to create a coherent path from product value to revenue.
- Product stories shift by team, audience, or sales call.
- The ICP expands without a controlled market decision.
- Launches create attention without durable pipeline.
- Partnerships exist without an operating revenue motion.
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The Revenue Architecture system.
Four connected layers turn market insight into coordinated execution.
Narrative architecture
Why should the market care?
Positioning, category story, messaging, and value.
Revenue motion
How do we consistently win?
Launches, sales plays, enablement, and expansion.
Ecosystem leverage
Who can accelerate the motion?
Partnerships, co-sell, channels, and platform strategy.
Customer, product, and revenue signals inform every layer. The goal is not a strategy deck. It is a system the company can execute.
Multi-$M
partner revenue channel built through AWS co-sell
33% YoY
partner-channel growth
90 days
to multi-million-dollar enterprise pipeline
15+ years
across product marketing, SaaS, technology, and major consumer brands
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Revenue systems I’ve helped build.
Homepage cases remain partially anonymized. Named experience is available on the Executive Experience page.
R/01
Ecosystem leverage
AWS partner revenue channel
Product analytics platform × AWS co-sell
Business constraint
An AWS relationship existed on paper, but there was no operating co-sell motion or reliable path from partnership to pipeline.
Revenue Architecture intervention
Built the partner narrative, joint account planning, deal-stage handoffs, enablement, and co-marketing system from the ground up.
Functions aligned
Partnerships, AWS partner managers, account executives, and Marketing.
Commercial result
A multi-million-dollar AWS revenue channel built from cold.
R/02
Revenue motion
Salesforce enterprise-product motion
Relationship-intelligence platform × Salesforce
Business constraint
The product sat beside a CRM buyers had already chosen instead of making that existing platform more valuable.
Revenue Architecture intervention
Built positioning, the product narrative, and a sales motion that made Salesforce the foundation rather than the competitor.
Functions aligned
Product, Product Marketing, Sales, Customer Success, and the Salesforce ecosystem.
Commercial result
Multi-million-dollar pipeline within 90 days for the company’s first enterprise product.
R/03
Narrative architecture
Unknown-user activation and expansion motion
Enterprise SDK product × web and mobile activation
Business constraint
A complex product lacked stable ownership and was sold as a feature, obscuring its value as an acquisition and expansion engine.
Revenue Architecture intervention
Owned beta readiness, QA, documentation, positioning, and technical enablement; reframed the product from feature to revenue unlock.
Functions aligned
Product, Engineering, Sales, Customer Success, and thirty customer-facing reps.
Commercial result
Roughly 20% expansion revenue tied to the motion and support for the company’s largest enterprise win.
Constraint
Legacy martech and warehouse-first buyers were converging in the product, but not in the market story.
Intervention
Co-developed a customer-validated narrative with an activation partner and connected co-marketing, co-sell, and customer evidence.
Result
A repositioning shipped with customer proof and an operating co-sell motion.
Constraint
A real-time data product needed release readiness and GTM ownership during a PM transition.
Intervention
Led pricing analysis, naming input, beta recruitment, launch sequencing, and a trust-led narrative built around data reliability.
Result
Ten Phase 1 beta customers and a 25-customer Phase 2 waitlist, positioned for GA.
Constraint
Global partner relationships lacked the campaigns and enablement needed to produce repeatable demand.
Intervention
Built co-marketing, industry GTM campaigns, sales and partner enablement, and a recurring partner communication system.
Result
$5.3M in impacted channel pipeline, 33% year-over-year partner growth, and support for an eight-figure enterprise deal.
Advisory triggers
When to bring me in.
The best time is before disconnected decisions harden into process, headcount, and missed revenue.
- Your product works, but buyers do not understand why it matters.
- Product, Sales, and Marketing describe the company differently.
- You are moving upmarket without an enterprise-ready narrative.
- Launches create attention but do not produce durable pipeline.
- Partnerships exist but are not generating measurable revenue.
- You need senior PMM leadership before making a full-time executive hire.
- Your team is scaling execution before agreeing on how the company wins.
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Ways to engage.
Each engagement starts with a specific business decision, not a generic consulting process.
Revenue Architecture Diagnostic
Best forFounders who know the GTM motion is underperforming but have not isolated why.
Resolve one imminent GTM decision through a five-business-day review of market, narrative, revenue-motion, and ecosystem evidence.
Fixed-scope engagementTerms confirmed before kickoff · One decision · 30-day follow-up
See scope and sample memoRevenue Architecture Sprint
Best forA repositioning, launch, upmarket move, new product, or market-entry decision.
Align the ICP, narrative, sales motion, enablement, and ecosystem strategy around a specific revenue objective.
Fractional Product Marketing and GTM Leadership
Best forCompanies that need experienced, hands-on leadership before hiring a full-time PMM executive.
Lead positioning, launches, customer insight, sales enablement, and partner GTM while helping the company build its internal capability.
Select ongoing advisory relationships are available following an initial engagement.
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About Jason.
Senior pattern recognition, direct access, and hands-on execution.
I help companies make the GTM decisions that connect product value to measurable revenue.
Across 15+ years in product marketing, SaaS, technology, and major consumer brands, I have led positioning, beta-to-GA readiness, enterprise product launches, sales enablement, and partner GTM. My work has produced multi-million-dollar pipeline, built partner revenue channels, supported major enterprise wins, and created messaging systems used across Product, Sales, Marketing, and leadership.
I work directly with founders and executive teams. No layered consulting team and no handoff to junior resources.
BasedLos Angeles
EducationMBA, Strategic Marketing
Loyola Marymount University
Loyola Marymount University
FocusAI · Data · SaaS
EcosystemsAWS · Salesforce
HubSpot · Snowflake
HubSpot · Snowflake
PracticeRecacho Advisory
05 / Start a conversation
Let’s identify where your revenue motion is getting stuck.
If one consequential GTM decision is due within 60 days, start with the fixed-scope diagnostic. For broader advisory needs, use the secure form below.