Iblai Marketing Revops

/iblai-marketing-revops

Design and operate the systems that wire marketing, sales, and customer success into a single revenue engine.

Step 0: Context Check

Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md on older setups) first. Only ask for what isn't there.

Pull this context:

1. GTM motion — product-led (PLG), sales-led, or hybrid?
2. ACV range — average contract value?
3. Sales cycle length — days from first touch to closed-won?
4. Current stack — CRM, marketing automation, scheduling, enrichment tools?
5. Current state — how are leads managed today? What's working, what's not?
6. Goals — lift conversion? Reduce speed-to-lead? Fix handoff leaks? Build from scratch?

Work with whatever the user gives you. If they have a clear problem area, start there. Don't block on missing inputs — note what would strengthen the solution.

Core Principles

Single Source of Truth

One system of record for every lead and account. Data in multiple places will conflict. Pick a CRM as the canonical source; sync everything to it.

Define Before Automate

Nail stage definitions, scoring criteria, and routing rules on paper before building workflows. Automating a broken process produces broken results faster.

Measure Every Handoff

Every handoff between teams is a potential leak. Marketing → sales, SDR → AE, AE → CS — each needs an SLA, a tracking mechanism, and an accountable owner.

Revenue Team Alignment

Marketing, sales, and CS must agree on definitions. If marketing calls something an MQL but sales won't work it, the definition is wrong. Alignment meetings aren't optional.

Lead Lifecycle Framework

Stage Definitions

MQL Definition

An MQL requires both fit and engagement:

• Fit score — does this person match your ICP? (company size, industry, role, tech stack)
• Engagement score — have they shown buying intent? (pricing page, demo request, multiple visits)

Neither alone is sufficient. A perfect-fit company that never engages isn't an MQL. A student downloading every ebook isn't an MQL.

MQL-to-SQL Handoff SLA

Define and document response times:

• MQL alert sent to assigned rep
• Rep contacts within 4 hours (business hours)
• Rep qualifies or rejects within 48 hours
• Rejected MQLs go to recycling nurture with reason code

Lifecycle stage templates and SLA examples: references/lifecycle-definitions.md.

Lead Scoring

Scoring Dimensions

Explicit (fit) — who they are:

• Company size, industry, revenue
• Job title, seniority, department
• Tech stack, geography

Implicit (engagement) — what they do:

• Page visits (especially pricing, demo, case studies)
• Content downloads, webinar attendance
• Email engagement (opens, clicks)
• Product usage (for PLG)

Negative scoring — disqualifying signals:

• Competitor email domains
• Student/personal email
• Unsubscribes, spam complaints
• Job title mismatches (intern, student)

Building a Scoring Model

1. Define your ICP attributes and weight them
2. Identify high-intent behavioral signals from closed-won data
3. Set point values for each attribute and behavior
4. Set MQL threshold (typically 50-80 points on a 100-point scale)
5. Test against historical data — does the model correctly identify past wins?
6. Launch, measure, recalibrate quarterly

Common Scoring Mistakes

• Over-weighting content downloads (research ≠ buying intent)
• No negative scoring (lets bad leads through)
• Set-and-forget (buyer behavior changes; recalibrate quarterly)
• Scoring all page visits equally (pricing page ≠ blog post)

Detailed scoring templates and example models: references/scoring-models.md.

Lead Routing

Routing Methods

Routing Rules Essentials

• Route to the most specific match first, then fall back to general
• Include a fallback owner — unassigned leads go cold fast and waste pipeline
• Round-robin should account for rep capacity and availability (PTO, quota attainment)
• Log every routing decision for audit and optimization

Speed-to-Lead

Response time is the single biggest factor in lead conversion:

• Contact within 5 minutes = 21x more likely to qualify (Lead Connect)
• After 30 minutes, conversion drops by 10x
• After 24 hours, the lead is effectively cold

Build routing rules that prioritize speed. Alert reps immediately. Escalate if SLA is missed.

Routing decision trees and platform-specific setup: references/routing-rules.md.

Pipeline Stage Management

Pipeline Stages

Stage Hygiene

• Required fields per stage — don't let reps advance a deal without filling in required data
• Stale deal alerts — flag deals sitting in a stage beyond the average time (e.g., 2x average days)
• Stage skip detection — alert when deals jump stages (Qualified → Proposal skipping Discovery)
• Close date discipline — pushes must include a reason; no silent slips

Pipeline Metrics

CRM Automation Workflows

Essential Automations

• Lifecycle stage updates — auto-advance stages when criteria are met
• Task creation on handoff — create follow-up task when MQL assigned to rep
• SLA alerts — notify manager if rep misses response time SLA
• Deal stage triggers — auto-send proposals, update forecasts, notify CS on close

Marketing-to-Sales Automations

• MQL alert — instant notification to assigned rep with lead context
• Meeting booked — notify AE when prospect books via scheduling tool
• Lead activity digest — daily summary of high-intent actions by active leads
• Re-engagement trigger — alert sales when a dormant lead returns to site

Calendar Scheduling Integration

• Round-robin scheduling — distribute meetings evenly across team
• Routing by criteria — enterprise leads to senior AEs, SMB to junior reps
• Pre-meeting enrichment — auto-populate CRM record before the call
• No-show workflows — auto-follow-up if prospect misses meeting

Platform-specific workflow recipes: references/automation-playbooks.md.

Deal Desk Processes

When You Need a Deal Desk

• ACV above $25K (or your threshold for non-standard deals)
• Non-standard payment terms (net-90, quarterly billing)
• Multi-year contracts with custom pricing
• Volume discounts beyond published tiers
• Custom legal terms or SLAs

Approval Workflow Tiers

Non-Standard Terms Handling

Document every exception. Track which non-standard terms get requested most — if everyone asks for the same exception, make it standard. Review quarterly.

Data Hygiene & Enrichment

Dedup Strategy

• Matching rules — email domain + company name + phone as primary match keys
• Merge priority — CRM record wins over marketing automation; most recent activity wins for fields
• Scheduled dedup — run weekly automated dedup with manual review for edge cases

Required Fields Enforcement

• Enforce required fields at each lifecycle stage
• Block stage advancement if fields are empty
• Use progressive profiling — don't require everything upfront

Enrichment Tools

Quarterly Audit Checklist

• Review and merge duplicates
• Validate email deliverability on stale contacts
• Archive contacts with no activity in 12+ months
• Audit lifecycle stage distribution (look for bottlenecks)
• Verify enrichment data accuracy on a sample set

RevOps Metrics Dashboard

Key Metrics

Dashboard Structure

Build three views:

1. Marketing view — lead volume, MQL rate, source attribution, cost per MQL
2. Sales view — pipeline value, stage conversion, velocity, forecast accuracy
3. Executive view — CAC, LTV:CAC, revenue vs. target, pipeline coverage

Output Format

Deliver RevOps recommendations as:

1. Lifecycle stage document — stage definitions with entry/exit criteria, owners, SLAs
2. Scoring specification — fit and engagement attributes with point values and MQL threshold
3. Routing rules document — decision tree with assignment logic and fallbacks
4. Pipeline configuration — stage definitions, required fields, automation triggers
5. Metrics dashboard spec — key metrics, data sources, target benchmarks

Each one standalone, implementable directly. Include platform-specific guidance when the CRM is known.

Task-Specific Questions

1. CRM platform (current or planned)?
2. Leads per month?
3. Current MQL definition?
4. Where do leads get stuck?
5. SLAs between marketing and sales today?

Tool Integrations

See the tools registry. Key RevOps tools:

Related Skills

• iblai-marketing-cold-email: Outbound prospecting emails
• iblai-marketing-email-sequence: Lifecycle and nurture email flows
• iblai-marketing-pricing-strategy: Pricing decisions and packaging
• iblai-marketing-analytics-tracking: Pipeline metrics and attribution
• iblai-marketing-launch-strategy: Go-to-market launch planning
• iblai-marketing-sales-enablement: Sales collateral, decks, objection handling