Revenue Architecture Labs
Revenue marketing advisory for B2B SaaS companies scaling from $5M to $20M ARR.
Founded by Charmaine Odums
Your Growth Plan is Only as Strong as the System Behind It
If revenue is growing but confidence is not keeping pace, the architecture underneath is the variable. We help B2B SaaS leadership teams identify and fix the structural gaps that make growth feel unpredictable.
Protect This Year's Growth Plan - Schedule a 20-minute strategic review
When Growth Feels Fragile
Between $5M and $20M ARR, instability rarely looks like a crisis. It looks like noise you can't quite diagnose.
Inconsistent Quarters
Strong quarter, then a quarter spent explaining what changed. Revenue swings quarter to quarter with no clear pattern behind the shifts.
Pipeline Gaps
Record marketing activity, but pipeline doesn't convert at the rate it should. High volume, low conversion. Activity metrics look healthy. Revenue tells a different story.
Rising CAC
CAC rising faster than ACV, with no clear lever to reverse it. Acquisition costs climbing. Deal values staying flat. Unit economics under pressure.
Team Misalignment
Sales blaming lead quality. Marketing blaming follow-up speed. Neither is wrong. Both sides have valid data. The real issue is structural.
False Confidence
Board scrutiny intensifying even when every dashboard shows green. Metrics say everything is fine. Results say otherwise. Leading indicators are missing.
These are not isolated problems. They are symptoms of a revenue system that was never designed to scale.
Why "More" Does Not Guarantee Growth
The instinct is to increase activity. More spend, more leads, more people. But when the underlying system is misaligned, more amplifies distortion.
More spend without segment clarity accelerates waste. You doubled the budget, but pipeline didn't double.
More leads without pipeline architecture floods sales with volume they can't close. Activity rises. Win rates fall.
More hiring without structural alignment means new headcount inherits the same broken system. The gap doesn't close. It scales.
The solution is not force. It is traction. Traction comes from structure. When structure exists, every dollar of marketing effort compounds instead of dissipating.
You Have Already Tried to Explain the Instability
Under pressure, the reflex is to find the cause. You cycle through three explanations. Each one feels right for a moment, then falls apart.
"It's the channel." Pipeline dips. You adjust spend. Change creative. Tweak targeting. Activity increases. That feels good. Then the instability comes back. Why does this still feel fragile?
"It's the team." You stop blaming channels and turn inward. More reporting. More testing. More urgency. The team works harder. And the swings stay. Strong effort. Unstable results.
"It's the market." Cycles are longer. Budgets are tighter. But you have seen competitors in the same market stay steadier. Same conditions. Different stability. The variable is not external.
Once you remove channel, team, and market as the primary cause, what remains is structure. If growth feels volatile, the architecture is volatile.
Who Built This
Charmaine Odums, Founder of Revenue Architecture Labs
I did not begin with a framework. I started in an agency. I was exposed to multiple B2B and B2C business models across industries, price points, and buyer types. Different teams. Different strategies. Different markets. And the same instability kept showing up.
Marketing generating leads. Sales questioning quality. Founders increasing budget. Enterprise deals stalling. Strong months followed by thin quarters. It did not matter whether the company was $8M ARR or $80M ARR. Under pressure, the reflex was the same: add activity. Yet growth remained unpredictable.
Then I moved in-house and owned revenue. You optimize channels. You increase spend. You improve campaigns. Results spike. Then dip. Strong quarter. Reactive quarter. That was the moment something clicked.
I started studying companies that were steady. They all had one thing in common: their growth was connected. Marketing, segmentation, pipeline math, capital allocation, alignment, and feedback were not isolated activities. They were parts of a coordinated system. The companies that struggled were optimizing pieces. The companies that were stable were operating a connected infrastructure.
That is when I stopped looking at channels and started looking at architecture.
- 12+ years leading B2B SaaS revenue marketing
- $6M+ annual ad budgets managed globally
- PE and VC backed organizations across NA, EMEA, and LATAM
I have built and scaled demand engines at companies like Invicti Security, Socure, and Aurea Software. I have managed multimillion-dollar budgets, led global teams across NA, EMEA, and LATAM, and reported directly to executive leadership and boards on pipeline health, capital allocation, and GTM strategy.
The Growth Infrastructure Method
Five structural layers that connect your revenue system so growth compounds instead of oscillating.
- Revenue Clarity - Replace blended averages with decision-grade visibility by segment, channel, and profile.
- Segment Concentration - Identify the 2-3 segments where unit economics are durable and concentrate capital there.
- Pipeline Architecture - Map the full conversion chain and fix the stage where friction compounds.
- Capital Allocation - Threshold-based deployment. Every dollar tied to a signal. Every signal tied to an outcome.
- Closed-Loop Iteration - Feedback loops that surface instability in weeks, not quarters.
Each layer reduces risk. Together, they create a revenue system that scales without volatility. Growth becomes predictable when infrastructure becomes intentional.
What Happens When the Architecture Is Right
These are not projections. These are outcomes produced when growth ran on structure instead of effort.
- 27% YoY inbound pipeline growth with a full-funnel system tied to revenue
- 182% of qualified opportunity targets surpassed, 400% increase in lead quality
- 110% of pipeline goals exceeded while operating 20% under budget
- $12.5M pipeline generated from paid search alone at a single company
- $22M+ in opportunity pipeline created in a single year
- Revenue doubled across portfolio companies while acquisition costs dropped by half
The difference was not effort. It was architecture. When the structure stabilized, growth compounded.
Engineered Growth Feels Different
- You present a forecast the board trusts because the inputs are visible, not estimated
- Marketing spend is deployed against performance signals, not calendar cycles
- Sales and marketing operate from the same pipeline model, not parallel narratives
- Board conversations shift from defending last quarter to planning the next three
- Growth compounds quarter over quarter because the system was designed for it
This is not aspirational. It is the operational reality when revenue marketing runs on structure instead of effort.
30-Day Growth Risk Assessment
Over 30 days, I personally audit and pressure-test your marketing infrastructure across the five structural layers. At the end, you receive a board-level Risk and Defense Report.
1. The Diagnostic
- A personal audit and pressure-test of your marketing infrastructure across the five structural layers
- Not surface-level diagnostics. Structural diagnostics.
- You will know where volatility originates, which segments must be defended, where pipeline architecture breaks, where capital is misallocated, and what must be stabilized before scaling
2. The Growth Infrastructure Method Structural Playbook
The architecture refined across $8M to $100M SaaS environments. Most teams never see this level of thinking laid out clearly.
- The five structural layers in depth: what breaks at each layer, how volatility enters the system, and why adding more activity distorts unstable infrastructure
- The stabilize, execute, scale progression used inside executive strategy sessions
- The structural lens used when capital is on the line
3. Installation Credit
If you decide to move forward with full installation of the Growth Infrastructure Method, your investment in this assessment is credited toward your first month. You are not paying twice. Your assessment becomes the foundation for execution.
Investment: $7,000
If this prevents one premature hire, one misallocated budget expansion, or one failed segment push, it pays for itself. That is a six-figure decision shift. That is leverage.
What Happens Next
- Strategic Review - A 20-minute conversation to understand your revenue architecture. No pitch deck. No discovery questionnaire. Just a focused diagnostic conversation.
- Scope Confirmation - If there is structural fit, we confirm scope, timing, and access requirements. If there isn't fit, we will tell you directly.
- Assessment Begins - The 30-day audit begins. You receive the full deliverable set and a working session to review findings with your leadership team.
Protect This Year's Growth Plan
If revenue is growing but confidence is not keeping pace, the gap is structural. A 20-minute conversation is enough to know whether this assessment is the right next step.
Schedule a 20-minute strategic review