Business Insight

THE REVENUE ENGINE MODEL - Why Most Growth Fixes Fail - and What to Fix First

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A working session on the Revenue Engine Model

Most businesses that stop growing assume they have a sales problem, or a marketing problem. In Integrated Revenue's experience diagnosing revenue systems, the real constraint usually sits somewhere else entirely - and finding it changes everything about what to fix next.

In this hour, Aga Szczesniak walks through the Revenue Engine Model: the three-layer framework she uses to diagnose why growth stalls - Market Foundation, Demand Engine, and Revenue Conversion. You'll see why problems cascade down through these layers while fixes must cascade back up, and why Market Foundation is the root cause roughly half the time. Extra time is spent inside this layer: what it covers, why it matters more than founders expect, and how to start building it.

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Who it's for

• Business owners who feel growth has stalled, plateaued, or become harder to predict than it should be.
• Leaders and team members inside a business who can see a problem the numbers haven't caught up with yet.
• Anyone curious how a revenue system is actually diagnosed, rather than guessed at.

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What you'll gain

• A working model for finding your business's real constraint, not just where the pain shows up.
• A practical test for whether your last ten lost deals were about price, sameness, or foundation.
• A live, on-the-spot exercise to sketch your own Market Foundation and take home the same day.

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ABOUT THE FACILITATOR

Aga Szczesniak is the founder of Integrated Revenue Lab, a revenue engineering practice for B2B founders and technical business owners. Over 25 years leading revenue functions across Australia, South East Asia and Europe.

At The Channel Company, she took the most underperforming division in the region and transformed the function to 900% revenue increase in 24 months - by rebuilding the foundation before touching a single campaign. That thinking is codified in the Revenue Engine Model, the framework behind today’s session.

www.integratedrevenuelab.com.au