The Firm

The firm that created Revenue Architecture®.

Revenue Architects built and stewards the method. We work with high-consideration B2B and financial-services firms, the ones whose buyers take months to decide and whose revenue cannot be left to chance.

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Leadership

John C. Stone III

Founder & CEO

John founded Revenue Architects and is the architect of the methodology. He built Revenue Architecture out of decades of work on how complex, high-consideration firms actually win — and turned it into a structured operating system that a small, author-led team can both design and run.

He has been retained by Charles Schwab since 2009 as a sponsored educational speaker — at SchwabIMPACT, on national webinars, and at regional events — advising the registered investment advisor community on the digital and go-to-market strategies that deepen client relationships. He set the standard every Revenue Architects engagement is run to, and is building the leadership team that carries it forward.

Sherwin Uretsky

Co-author & Principal

Sherwin is co-author of Revenue Architecture and a principal on engagements, partnering with John to shape the canon and lead the work in the field.

He brings over 35 years as a Chief Revenue Officer and division sales leader, plus a decade as a Revenue Architects senior advisor on revenue growth strategy and revenue operations. His experience spans multinational enterprises, mid-size, and early-stage growth companies — across the continuum of advisory, professional services, and solutions business models.

Engagements are staffed with named Revenue Architects in named seats — a lead accountable for the architecture, and practitioners across the layers and plays in scope — supported by the firm's marketing and sales leadership and a network of Certified Architects. All of them work from the same canon, to the same standard.

The mark and the canon

Others have used the words loosely. We own the mark and the canon behind it. Revenue Architecture® is a registered trademark of Revenue Architects, and RAOS — the Revenue Architecture Operating System — is the structured body of work underneath it: three layers, nine playbooks, twenty-seven plays, and five Operating Agents, governed under a versioned canon.

The method is human-orchestrated and AI-operated. The practitioner conducts, setting the logic, making the calls, and deciding what the work becomes, while the agents operate the plays at machine speed. That is why a small senior team can both design an architecture and run it, the thing a traditional firm once needed a large bench to do. The standard travels with the canon, not with two calendars.

See the architecture at revenuearchitecture.com →

Two ways forward

Bring us the problem the architecture has to solve.

Start with the Diagnostic to see where your revenue architecture stands, or contact us directly. Either way, we will tell you which layer it lives in and whether it is a problem we should take.

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