You can have the best demand generation strategy in your industry and still miss revenue targets if your CRM is messy, your handoff from MQL to SQL is broken, and marketing has no visibility into what happens to leads after they pass to sales. Revenue Operations fixes the infrastructure problem - the one that makes every other marketing investment more effective.
Mark builds RevOps frameworks for growth-stage B2B companies where the CEO is starting to see the cracks: marketing says leads are great, sales says leads are bad, and nobody agrees on the definition of a qualified lead. This misalignment is fixable, and the ROI of fixing it compounds permanently.
Clean, structured CRM data is the foundation of everything. Audit your current HubSpot or Salesforce setup, fix data quality issues, establish property standards, implement lead scoring, and build the reporting views your team actually needs to make decisions.
Define every stage from anonymous visitor to closed-won customer. Establish clear MQL, SQL, and SAL criteria that marketing and sales both agree on. Build automated handoff workflows. Create SLAs for lead follow-up. Eliminate the finger-pointing.
Joint pipeline reviews, shared attribution models, bi-directional feedback loops, and a common language around revenue. When marketing and sales operate from the same data and the same definitions, conversion rates improve across every stage.
Multi-touch attribution that ties marketing spend to closed revenue. Pipeline reporting that shows velocity, conversion rates, and bottlenecks. Dashboards your leadership team will actually trust and use for resource allocation decisions.
Audit your current MarTech and SalesTech stack for redundancies, gaps, and integration failures. Recommend rationalization. Implement missing connections between systems. Ensure data flows correctly from first touch to customer.
Build reliable sales and revenue forecasting models based on pipeline stage conversion rates, average deal size, and sales cycle length. Move from gut-feel forecasting to data-driven predictions your board will trust.
Full audit of current CRM data quality, lead flow, attribution, and team processes. Map the actual lead journey vs. the intended journey. Identify where revenue is leaking - leads going dark, no follow-up SLAs, attribution blind spots.
Clean CRM data. Establish standardized lead definitions and scoring criteria. Build the lifecycle stage framework. Create alignment agreement between marketing and sales leadership on shared metrics and handoff process.
Implement automated workflows for lead routing and handoff. Build attribution reporting. Create dashboards for each team. Establish regular joint pipeline review cadence. Document all processes.
Analyze conversion data, identify bottlenecks, test improvements. Refine lead scoring models with real-world data. Expand reporting to include cohort analysis and customer success metrics. Build forecasting models.
Marketing Operations focuses on the marketing stack - email platforms, automation, campaign execution. Revenue Operations is broader - it spans the entire customer acquisition and retention journey across marketing, sales, and customer success. At the $2M-$10M ARR stage, you need RevOps, not just marketing ops. The bottlenecks are almost always cross-functional.
Email platform management, marketing automation, campaign tracking, lead database maintenance. Valuable but limited in scope. Misses the sales handoff, CRM health, and revenue attribution problems entirely.
Everything in marketing ops plus: CRM architecture, lead lifecycle design, sales process alignment, revenue attribution, forecasting infrastructure, and customer success data integration. The full picture of your revenue engine.
Strategic marketing leadership that drives the demand generation side of your revenue engine.
Fuel the top of the pipeline while RevOps ensures nothing falls through the cracks below.
Specialized B2B marketing strategy built for longer sales cycles and multi-stakeholder buying processes.