Revenue Operations (RevOps) Consulting
One system for marketing, sales, and revenue.
Revenue Operations built so your CRM tells the truth, your pipeline is real, and every lead source is accountable.
How the MQL→SQL handoff gets fixed: the Sales Funnel Consultant guide →
Want the full breakdown? Read the dedicated guide: Revenue Operations, what it is, why it exists, and how to build it →
RevOps is not a technology purchase, it is the architecture that connects your marketing data to your sales pipeline to your revenue. When it is missing, you get: leads that disappear into a black hole, attribution that lies, sales and marketing in separate conversations, and a CEO reading three different pipeline numbers from three different spreadsheets. I build the system that ends all of that.
Why RevOps is a systems problem, not a software problem
Most companies that buy a CRM without first building the revenue operations framework around it end up with an expensive contact database rather than a revenue system. The problem is not the technology. HubSpot and Salesforce are both capable of everything a growth-stage company needs. The problem is that the architecture decisions were never made: what are the lifecycle stages and their entry criteria, what constitutes a Marketing Qualified Lead versus a Sales Qualified Lead, who owns a deal when it sits at a specific stage for more than 14 days, and which marketing channel gets attribution credit when a deal has touchpoints across three channels before closing. These are process and alignment decisions, not software decisions. RevOps consulting starts by making these decisions, documenting them as a shared framework, getting sign-off from both marketing and sales leadership, and only then configuring the technology to enforce them.
The cost of misaligned marketing and sales in a B2B business
When marketing and sales are not aligned on pipeline definitions and data, the cost shows up across the whole business. Marketing reports 400 leads delivered to sales last quarter. Sales reports 35 qualified opportunities accepted from marketing. Neither number is wrong, but the disconnect means no one knows the actual conversion rate, no one can identify where the 365 leads that were never accepted went, and neither team can agree on what needs to change to improve the ratio. Pipeline meetings become attribution debates rather than strategic conversations. Budget decisions get made on instinct because the data cannot answer the basic question of which marketing activity actually produced closed revenue. The RevOps engagement resolves this at the source: joint definitions, one CRM, one pipeline report, one weekly meeting where both functions look at the same numbers.
Lead scoring: the model that separates intent from noise
A lead scoring model translates behavioural and firmographic signals into a priority ranking for the sales team. Without one, every lead in the queue receives equal attention regardless of purchase probability. With a well-calibrated model, the SDR team works in priority order: the lead who visited the pricing page three times, downloaded the ROI calculator, and opened every email in the nurture sequence is called before the lead who submitted a form in a broad retargeting campaign. The model is built from closed-won data: what signals were present in the CRM records of the customers who converted over the last 12 months? Those signals, weighted by their predictive strength, become the scoring model. The calibration is what makes the model accurate: a scoring model built from actual closed-won patterns consistently outperforms one built from assumed purchase intent signals.
HubSpot or Salesforce configured with lifecycle stages, deal pipeline, lead routing, and custom properties that reflect how your business actually sells.
14-signal firmographic and behavioural scoring model trained on your closed-won data, so every MQL actually represents intent.
Joint definition agreed between marketing and sales, with HubSpot automation enforcing the handoff SLA.
UTM capture, form field mapping, and multi-touch attribution model so every deal traces back to a source channel.
Looker or HubSpot dashboard showing pipeline velocity, CAC by channel, MQL-to-SQL conversion, and forecast vs. actual, weekly.
Zapier or native HubSpot workflows for lead assignment, SDR task creation, follow-up sequences, and deal stage progression.
- 01RevOps audit: 12-month closed-won and closed-lost analysis to identify what signals correlate with revenue.
- 02Architecture design: CRM property structure, lifecycle stages, pipeline stages, and scoring model mapped before any build begins.
- 03Build and configure: CRM setup, scoring model deployment, automation workflows, and attribution plumbing.
- 04Align marketing and sales: joint MQL definition workshop, SLA agreement, and shared reporting cadence.
- 05Train and hand over: team trained on the system with documented operating procedures.
Before you book a call.
Owning HubSpot or Salesforce is not the same as having RevOps. Most CRMs are configured with default lifecycle stages and no agreed MQL/SQL definitions, which is why leads still disappear and marketing and sales still read different pipeline numbers. RevOps consulting is the architecture work, lifecycle stages, scoring model, attribution, that makes the CRM you already pay for actually function as a revenue system.
Through a joint MQL/SQL definition workshop where both teams look at the same closed-won data and agree, in writing, on the signals that separate a real opportunity from a name in a spreadsheet. That definition is then enforced automatically in the CRM through routing rules and SLA workflows, so alignment does not depend on everyone remembering the agreement.
This engagement is built for companies converting below 15% from MQL to SQL, which usually signals that the scoring model or lead definitions are off rather than that demand generation is failing. A 14-signal scoring model trained on your own closed-won data, plus a stricter agreed SQL definition, typically raises the ratio by filtering out leads that were never going to buy before they reach a rep.
It is structured as both: a 2–5 month build phase to design the architecture, configure the CRM, and deploy the scoring model, followed by a monthly retainer for optimisation as your closed-won data grows and the model needs recalibrating. Companies preparing for Series A/B funding often extend the retainer to keep pipeline reporting investor-ready.
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