The Revenue Lab
Build a revenue strategy your CRO actually signs off on.
Turn Sales, Marketing and Customer Success teams into a measurable growth engine—in six live, tactical weeks.
You’re Great at Driving Value, So Why Are You Still Left Out of Strategic Conversations?
You’re great at helping customers succeed. But that’s not enough.
Every exec meeting circles back to ARR, CAC, LTV, churn, Pipeline etc; somehow, your team is still on mute.
You’ve read the playbooks. Tried the OKR templates. Sat through “revenue mindset” trainings that never stick.
You’re doing everything right, yet it still feels like your work doesn’t get measured where it matters.
You want to be part of the revenue conversation, better yet you want to be driving it
You know you could be a growth driver if someone would just hand you the frameworks that actually work.
It’s not a lack of effort. It’s a lack of alignment.
You’re playing a game that was never built for Revenue , and it’s draining.
You’re not broken. The playbook is.
Let’s be honest, you were set up this way.
For years, CS was told:
“Focus on relationships.”
“Keep customers happy.”
“Growth will follow.”
Sales was told:
“Hit your quota”
”Growth at all costs”
”Sell, Sell, Sell”
Marketing was told:
”Fill the pipeline”
”More filled seats at webinars”
“More leads”
But the game has changed.
Revenue isn’t a Sales-only metric anymore. Alignment between Sales, Marketing, and Customer Success is the growth engine, if you can prove it.
The problem isn’t you. It’s the outdated playbook.
You’ve been handed goals that don’t tie to revenue, tools that don’t fit your reality, and frameworks that don’t translate at the exec table.
That’s why we built The Revenue Lab - a hands-on, strategic cohort for CS, Sales, and Marketing professionals ready to master the language of revenue and design strategies that leaders actually buy into.
No fluff. Just the playbook you should’ve been given years ago.
What You Really Want
You don’t just want to hit targets.
You want to lead to be the person who drives growth, not just fills a checkbox.
You want:
✨ Clarity: to connect what you do every day to real revenue outcomes.
💬 Confidence: to walk into exec meetings and speak the same language as your CRO.
📈 Credibility: to build strategies that the rest of the business wants to align with.
Because deep down, you’re not looking for another framework.
You’re looking for a shift from being seen as a revenue contributor to a Revenue leader.
You’re ready to stop reacting to goals set by others and start creating the ones that shape the business.
Why Us
Behind The Revenue Lab stands River Consulting Group, one of Europe’s most sought-after advisory firms for business growth, Customer Success, and executive mentorship.
River was built by people who’ve lived both sides of the story, the pressure to deliver growth and the struggle to align teams behind it.
Meet the Founders
James Lawson
Founder & CEO, River Consulting Group
James started his career as a database administrator in the late ’90s — back when “Customer Success” wasn’t even a thing. Fast forward a few decades, and he’s led global CS and revenue teams at some of the world’s fastest-growing tech companies, including Oracle and Litera.
He’s learned every lesson the hard way — building teams, growing metrics, and being called in to advise some of the world’s top CEO advisory firms.
When his daughter River asked, “Why don’t you do this all yourself?”, he did. Within a year, River Consulting became a trusted growth partner for 80 + companies and 100 + leaders — helping them align Sales, CS, Marketing, and Product to drive measurable revenue outcomes.
Denny Burda
Chief Commercial Officer, River Consulting Group
Denny began in non-profits, driven by a desire to help people succeed. That same instinct led him to Customer Success and eventually to leading global teams that turned empathy into impact. He brings the rare combination of heart and commercial acumen that makes growth sustainable.
Together, James and Denny have built River on one belief:
When leaders truly understand how revenue works, they stop fighting for a seat at the table and start shaping the strategy being discussed there.
That’s the DNA behind The Revenue Lab.
It’s not theory. It’s the frameworks, systems, and thinking River has used to help real companies grow distilled into a 6-week experience designed to level you up fast.
The Program
The Revenue Lab isn’t a course.
It’s a 6-week strategic cohort designed to help Customer Success professionals think, operate, and communicate like revenue leaders.
It’s built on the same frameworks River Consulting uses to help fast-growing SaaS companies realign their Sales, CS, and Marketing teams in The CRO Strategy Lab, and delivered inside the trusted CS Connect community, where 4,000 + CS professionals learn, lead, and grow together.
Each week combines hands-on exercises, breakout discussions, and real business applications that turn strategy into muscle memory.
Here’s how it works
🔹 Week 1
Focus area: Crafting a Unified Revenue Vision
You’ll walk away with: A one-page strategy map your CRO will actually buy into
🔹 Week 2
Focus area: Metrics & OKRs That Drive Growth
You’ll walk away with: 3–5 commercial OKRs tied directly to ARR, NRR, and churn reduction
🔹 Week 3
Focus area: Cross-Functional Alignment
You’ll walk away with:A DACI accountability framework that ends “who owns what” debates
🔹 Week 4
Focus area: Customer Segmentation & Targeting
You’ll walk away with:A prioritization matrix to focus on the customers who truly move the needle
🔹 Week 5
Focus area: Forecasting & Expansion Strategy
You’ll walk away with:A repeatable forecasting rhythm with AI-powered leading indicators
🔹 Week 6
Focus area: Journey Mapping & Attribution
You’ll walk away with: A full growth loop from feedback to product to advocacy
By the end, you’ll have:
✅ A Revenue Strategy Canvas you can present to your leadership team
✅ 3–5 Commercial OKRs built to prove impact
✅ A Cross-Team Alignment Framework that eliminates silos
✅ A Customer Segmentation Model that drives targeted growth
✅ A Forecasting & Expansion Playbook that ties it all together
No fluff. No “we’ll get to that later.”
You’ll leave every session with assets you can use in your role immediately.
Program Logistics
6 live sessions (90–120 mins each, Fridays via Zoom)
Templates & Worksheets you’ll customize live
Private Slack channel for peer collaboration
Recordings + Download access to all materials
Optional office hours in Weeks 3 & 6 for feedback and Q&A
Time investment: 2–3 hrs/week
Tools: Googlemeet • Miro • Slack • Google Drive
Pricing & Enrollment
We’re keeping this cohort intentionally small just 15 seats to make sure every participant gets feedback, context, and support.
You’ll be in a small group of driven CS professionals, coached directly by James Lawson and Denny Burda from River Consulting Group.
Tier
Price
Details
Early Bird
€499pp
5 seats only — first come, first served
Team Rate (4 +)
€499 pp
Bring Sales, Product, or CS peers to build shared OKRs
Standard
€599pp
After Early Bird closes
💳 Payment by card or invoice
📆 Cohort Starts Jan 15 2026
VAT additional
You’re not just joining a program.
You’re joining a peer circle designed to change how you think, lead, and influence growth.
Who It’s For (and Not For)
✅ This is for you if:
You’re a CS, Sales, or Marketing IC or leader who wants to become aligned to Revenue.
You’re ready to align CS with Sales, Marketing, and Product to deliver on strategies that drive real growth.
You want frameworks, not theory and a community that pushes you to grow.
You want to walk into 2026 ready to lead with confidence and data.
❌ This is not for you if:
You want to sit back and “watch the recordings.”
You prefer theory over execution.
You’re not ready to commit a few hours a week to your own growth.
Worried it’s not the right time?
Here’s what most participants tell us after joining:
“I almost didn’t sign up because I was too busy — then realized this is the work that makes everything else easier.”
And they’re right.
Once you align around measurable revenue impact, the noise disappears and the growth begins!
Still unsure?
Try it risk-free: If after Session 1 it’s not what you expected, you can transfer your seat or get a refund within 24 hours.
Not ready yet?
Join the waitlist to get free resources, live strategy session invites, and early access when new cohorts open.
Because now is the time to join the REVolution!