Revenue Architecture Lab

Your pipeline is lying to you. We'll show you where.

Pipeline diagnostics, pricing architecture, and channel optimization for growth-stage companies. Built by operators who've driven billions in revenue at Meta, Snap, and Yelp.
Take the Revenue Leak Scorecard → Meet the Advisors
$500M+
Revenue Driven
10M+
SMB Advertisers
80+
Team at Scale
The Problem

Three patterns that kill growth-stage revenue.

Pipeline Theater

Your CRM shows a healthy pipeline. But your conversion rate says otherwise. Deals linger, forecasts slip, and nobody can explain why Q3 came in 30% below plan.

Pricing by Instinct

You haven't done a real pricing review in over a year. Discounting is the default close strategy. Your best customers are underpaying and your worst ones are overserved.

Channel Blindness

You know your blended CAC. You don't know it by channel. You can't tell which campaigns drive revenue and which just drive leads that never close.

“
Most revenue leaks aren't surprises. They're just unmeasured.
And what you can't measure, you can't capture.
An Operating Principle Revenue Architecture Lab
Our Process

Four steps. No bloated discovery phase.

01
Intake

What Are You Seeing?

You describe the symptoms. We ask targeted questions about pipeline velocity, win rates, pricing structure, channel mix, and team performance. This takes one call.

02
Diagnostic

What the Data Says

We analyze your revenue system across eight dimensions: pipeline health, conversion architecture, pricing positioning, expansion mechanics, channel efficiency, rep performance variance, forecast accuracy, and customer concentration.

03
Readout

What It Means

A 60-minute executive session. We walk through every finding, explain where revenue is leaking, size the dollar impact, and identify which constraints are structural versus operational.

04
Roadmap

What To Do Next

Prioritized 90-day action plan with phased interventions, effort estimates, and expected impact. Sources and assumptions are transparent. This is a starting hypothesis, not a mandate.

Senior Advisors

Operators who've built at the largest scale.

Rick Ton
Rick Ton
Sr. Director, Global Media & Channel Marketing, Snap · Former Sr. Director, Business Growth Marketing, Meta
Rick led an 80-person growth marketing organization at Meta driving acquisition, retention, demand generation, and GTM for AI-powered advertiser solutions. He built the Opportunity Score System that powers pipeline intelligence across Meta's ad platform. Now at Snap, he leads global media and channel marketing across consumer, business, developers, and creators.
Architect of Meta's Opportunity Score System
Led 80+ person growth marketing org at Meta
Previously scaled membership and e-commerce growth at Sam's Club/Walmart
Director of Marketing at Under Armour, Sr. Manager at Walgreens
Eyal Grundstein
Eyal Grundstein
Growth Consultant, Kalshi · Former Head of Growth Marketing, Meta (eComm/Retail/CPG)
Eyal led global growth marketing at Meta driving monetization strategies for 6M+ advertisers across Facebook, Instagram, and WhatsApp, contributing hundreds of millions in annual incremental revenue. He's managed over $500M in digital ad spend across his career and now architects user acquisition engines for high-growth startups including Kalshi.
Drove $500M+ in incremental annual revenue through GTM strategies
Led growth marketing for 10M+ SMB advertisers at Meta
Previously Head of Performance Marketing at Yelp, VP Acquisition at GSN Games ($1B exit)
MBA, NYU Stern (Finance & Marketing) · CS undergrad

"Most growth-stage companies don't have a demand problem. They have a conversion architecture problem. They're generating pipeline but the system downstream can't close it efficiently. Fix the architecture, and the revenue follows."

Rick Ton
David Lovejoy
Founder & Principal

David Lovejoy

Multi-venture operator. Executive coach. Principal investor in every engagement.

David sources every engagement, frames the analytical approach with the lab's advisors, and stays involved from intake through delivery. His perspective spans growth-stage operations, governance, and applied AI; he brings the strategic and executive-development dimensions of revenue work alongside the advisors' operational expertise. Engagements are principal-led by design.

Engagement Options

Choose the depth that fits your stage.

Every engagement is scoped to your stage and constraint. We start with a discovery call to understand what you need, then propose what makes sense.

1 Week

Revenue Architecture Audit

Board-ready diagnostic with prioritized recommendations. Ideal for companies that need clarity before committing to broader changes.
  • Full 8-dimension revenue diagnostic
  • Interactive executive dashboard
  • Constraint analysis with dollar impact
  • Channel efficiency audit
  • 90-day priority roadmap
  • 60-minute executive readout
Best for: Pre-Series B, need a clear diagnosis
Most Common
2 – 4 Weeks

Revenue Engine Redesign

End-to-end redesign of your go-to-market and monetization systems with implementation support.
  • Everything in Audit, plus:
  • ICP refinement and value prop redesign
  • Monetization system rebuild
  • Channel mix optimization plan
  • GTM operating model and KPI framework
  • Experiment governance design
  • Org alignment workshop
Best for: Series A–B, preparing to scale
Quarterly

Executive Revenue Advisor

Embedded senior advisor to your exec team through your next growth inflection.
  • Weekly 1:1 with CEO/CRO
  • Monthly exec team revenue review
  • Board meeting prep and narrative
  • Experiment governance cadence
  • Capital allocation framework
  • Live dashboard updated monthly
Best for: Post-Series B, scaling with precision

Already know what you need?

25 minutes. No pitch. We listen first, then scope what makes sense.

Schedule a Discovery Call →
Start Here

Find out what you're leaving on the table.

15 questions. Three dimensions. One number that tells you how much revenue your company is leaking, and exactly where to find it. Takes about 4 minutes.

Take the Revenue Leak Scorecard →