Expertise

RevOps & CRM

RevOps & CRM is about turning HubSpot and Salesforce into a single source of truth for your revenue engine. Get that right and the pipeline you report is the pipeline you actually have.

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Focus areas

Reporting is only as honest as the records feeding it. So before I touch a dashboard, I get five things in order, the parts that decide whether a number survives the moment leadership leans on it.

A data model that holds. Clean objects and fields, and one agreed definition of a lead, an Opp and a customer that the whole team writes to.
Routing that just runs. Every lead and account lands with the owner who should have it, the moment it qualifies, with nobody chasing a hand-off.
Lifecycle stages that mean one thing. MQL, Opp and customer read the same way to marketing, sales and CS, so work stops getting lost in translation between them.
Integrations that stay honest. HubSpot, Salesforce and the rest of the stack hold the same record, so two systems never quietly hand you two different answers.
Reporting the board can act on. Dashboards that answer the question in the room, not another figure someone has to explain away.

See where your systems disagree

A RevOps Diagnostic maps where HubSpot and Salesforce part ways, then ranks the fixes by what each one is costing you in revenue.

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From a CRM you argue with to one you run on

Most of the time this is a definitions problem wearing a data problem’s clothes. The same account logged three ways, a lead sitting unrouted over the weekend, a stage that reads differently in marketing and in sales. Here is the shift I build toward.

The CRM most teams inherit Before

One account exists three times, so no two people’s forecasts ever quite line up.
Leads queue up overnight while the owner who wanted them never gets the ping.
“MQL” means one thing to marketing and another to sales, so good records slip through the gap.
Every board number arrives with an asterisk and a five-minute explanation.

The engine you leave with After

One record per account, one definition per stage, and a forecast the whole team reads the same way.
A lead routes to the right owner the moment it qualifies, day or night.
Marketing, sales and CS hand work over on the same lifecycle, so nothing gets dropped between them.
Reporting you can put in front of the board and stand behind, line by line.

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What sits under RevOps here

High-level view of support on key categories, in the wording I use in my own deck. Three things hold the middle of it: web personalisation, strategy and iterative execution. RevOps is what they meet in.

The RevOps model Web Personalisation · Strategy · Iterative Execution

The five categories the support falls into

Demand and Lead Generation. The top of the engine, built so a lead arrives with enough context for someone to act on it the same day.
Marketing-Sales Automations. The workflows that move a record between the two teams without anyone re-keying it or chasing a hand-off.
Full funnel Acquisition Campaigns. Campaigns run against the same stage definitions the CRM uses, so the reporting adds up end to end.
Optimization iterations. A standing cycle of small changes read against live data, rather than one rebuild a year.
Web Personalisation. The site reading from the same records as the CRM, so a known account does not land on a page written for a stranger.

How the personalisation side works

What lands on your desk

RevOps work goes wrong when the only record of it is the configuration itself. So the decisions leave my desk as written artefacts first, in language your team can argue with, before anything gets built in HubSpot or Salesforce.

Data model and object map

One page showing every object, field and relationship you actually use, with the duplicates and the dead fields marked for retirement, so somebody joining next quarter can read your CRM in ten minutes.

Lifecycle stage definitions

What each stage means in writing, agreed by marketing, sales and CS, with the entry and exit criteria spelled out and one named owner who can change them.

Routing rules

The full rule set in plain English before a line of it is configured: who receives what, on which signal, how fast, and what happens to the records nobody matches.

Dashboard pack

The small set of dashboards your weekly review and board pack run on, built on the fields that now agree, so nobody rebuilds the number in a spreadsheet the night before.

Governance doc

How the system stays clean once I step back: naming conventions, who is allowed to create fields, what gets reviewed each quarter, and who signs it off.

Written before it is built. Every rule is agreed on paper first, so what ends up in the CRM is a record of a decision your team made, not one I made on your behalf.
Handed over in full. The map, the definitions and the governance doc are yours to keep and edit, so the system holds together long after I step back.

Why it matters

Once the records agree, the weekly forecast review changes character. The argument about whose number is right just ends, and the hour goes into deciding what to do about it. Clean data is quiet: you only notice it when a hand-off lands cleanly and a board meeting runs without a single ‘let me check that number’.

Numbers that reconcile

Marketing, sales, CS and the board all working from the same figures.

A forecast you can commit to

Stages that mirror what is really happening inside each deal.

Faster decisions

Made on the spot, on data nobody has to leave and re-check.

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See where this shows up

RevOps & CRM is not something you buy on its own. It is the spine of the two engagements below, which is where the data model, the routing and the reporting actually get built and kept honest.

RevOps Systems

The full build across HubSpot and Salesforce: objects, lifecycle stages, routing and the reporting layer on top, with the documentation and the named owner handed over as part of the work.

See the RevOps Systems engagement

HubSpot Enablement

The same discipline inside the portal you already pay for. Pipelines, properties and dashboards shaped around how deals really move, so your team updates HubSpot instead of keeping a private version on the side.

See the HubSpot Enablement engagement