matteotitta /revops — revenue operations audit
Audit the plumbing between marketing and sales. RevOps lives in the gaps: CRM data quality, MQL→SQL handoff, lead scoring, stage definitions, funnel reporting. When this layer is broken, marketing spend leaks at the handoff and sales blames marketing for "bad leads".
This is the measurement half of an audit-triage pair. /revops-incident-response is the triage half, built 2026-07-16 per .claude/rules/audit-triage-pairing.md — it decides which leak to fix first, estimates fix-time, and sequences Day-0/1/14. Measure here; decide there.
Doctrine inherited (Step 7 — 0626 rollout, locked 2026-06-04)
Output complies with:
output-tenets.md,output-simplicity.md- Step 6 calibration: see [[feedback_execution_doctrine_refinements_step6]]
Refinements applied to this skill:
| Code | Refinement | How it lands in revops |
|---|---|---|
| R1 | Source placement | Audit output is internal-reference (rep/marketing team). Inline [VERIFIED:...] tags stay for QA auditability. |
| R3 | Product-update tone | Audit findings frame as "X is broken / Y is leaking" — operator-direct, never "we are thrilled to report." |
| R9 | Action-oriented section names | "Audit the funnel / Find the leak / Hand off to triage" — verb-led. |
Note: this skill is internal-reference; R2/R5/R6/R7/R8 do not apply (no customer-facing surface).
When to invoke
- MQL→SQL conversion rate has dropped or never been measured.
- Sales says "marketing leads are bad"; marketing says "sales doesn't follow up".
- CRM is leaking duplicate records / dead opportunities / unrouted leads.
- Lead scoring model exists but no one trusts the score.
- Funnel reporting shows different numbers depending on who's asking.
Do NOT invoke when:
- The product hasn't found PMF — fix product before fixing RevOps.
- Marketing isn't running any campaigns — there's no funnel to audit yet.
Workflow
Step 1 — CRM hygiene audit
Check the data foundation:
| Check | Question | Healthy threshold |
|---|---|---|
| Duplicate records | What % of contacts have a duplicate? | < 5% |
| Stale records | What % haven't been touched in 12+ months? | < 30% (or actively archived) |
| Field completeness on key fields (title, company, segment) | What % have all 3? | > 80% |
| Closed-lost re-entry process | Documented and followed? | Yes |
| Source attribution on every contact | Tagged with traffic source / campaign? | > 95% |
Output: count + % per check. Anything below the threshold is a P1 fix.
Step 2 — MQL→SQL routing audit
The handoff is where most RevOps pain lives. Audit:
- Shared definition. Is MQL defined? Is SQL defined? Are both signed off by marketing AND sales? If no shared doc exists, that's finding #1.
- Routing mechanic. When an MQL converts, where does it go? (Round-robin? Territory? Specific AE?) Documented?
- SLA. How fast must sales touch a new SQL? (Best-practice: <5 min for inbound demo; <24h for content-driven.) Tracked?
- Disposition tracking. When sales rejects an SQL, is the reason captured back to marketing? (No-reject-feedback loops are blind.)
Step 3 — Lead scoring audit
If a lead scoring model exists:
- What inputs feed it? (Firmographic, behavioral, intent, fit.)
- When was it last calibrated? (Models > 12 months old are usually wrong.)
- What's the correlation between score and actual close? (If close rate at score 80 isn't 2× score 40, the model is noise.)
- Is the score visible / actionable to sales? (Hidden scores = unused scores.)
If no model exists, propose a starter (firmographic fit × behavioral intent × time-decay), not a perfect one.
Step 4 — Sales-cycle stage definitions
Every stage needs:
- Exit criteria (what must be true to advance).
- Owner (who advances).
- Standard duration (so stale deals get flagged).
Common gaps:
- "Discovery" → "Proposal" with no exit criteria → reps advance prematurely.
- "Negotiation" with no standard duration → deals park here for quarters.
- "Closed Won" with no source-attribution capture → no feedback loop to marketing.
Step 5 — Funnel reporting audit
The single most-asked question in RevOps: "what's our funnel?". Audit:
- Is there ONE source of truth? (HubSpot? Salesforce? A spreadsheet?)
- Do marketing + sales + finance see the same numbers?
- Are conversion rates between stages calculated consistently (cohort-based, not snapshot)?
- Is the reporting cadence regular? (Monthly minimum for B2B; weekly for high-velocity.)
Step 6 — Prioritized fix-list
Score each finding on Impact × Ease (1–5 each):
| Finding | Recommendation | Impact | Ease | Score | Priority |
|---|---|---|---|---|---|
| No shared MQL/SQL definition | Workshop with marketing + sales + RevOps; sign off in 1 page | 5 | 4 | 20 | P0 |
| 32% of contacts have duplicates | HubSpot dedupe + ongoing dedupe rule | 4 | 3 | 12 | P1 |
| Lead scoring model 24 months old | Refresh inputs + recalibrate against last 6mo closed deals | 4 | 2 | 8 | P2 |
| ... |
Top 3 land in the action queue.
Worked example — ClientCo HubSpot cleanup
Findings:
- No shared MQL/SQL definition (P0).
- 18% duplicate contacts in HubSpot (P0).
- Lead routing: round-robin within an SDR team that's been restructured 3 months ago — routing rules never updated (P0).
- No SLA on inbound demo requests — measured at 4-hour median response (P1).
- Lead scoring model exists, score correlation with close = 0.1 (statistical noise) — P2 because requires more work than the 3 P0s.
Top 3 action queue:
- Define MQL/SQL in 60-min workshop next week; sign off in 1-pager.
- HubSpot dedupe pass (manual review of top 200 duplicates; automated rule for future).
- Update routing rules to match current SDR team structure.
Anti-patterns
- ❌ Audit without sales in the room. Marketing-only RevOps audits miss the handoff layer.
- ❌ Propose a perfect lead-scoring model on day 1. Calibration takes 90+ days; ship the rough model and iterate.
- ❌ Skip the funnel-reporting audit because "the dashboard exists". One dashboard ≠ one source of truth.
- ❌ Fix downstream (stage definitions) before fixing upstream (MQL/SQL definition). Cascade.
- ❌ Stay in the
/lifecycle-marketinglane (campaigns) when the problem is plumbing.
Integration with other skills
- Upstream:
/icp-researchdefines the fit criteria for lead scoring;/funnel-strategydefines the stage model. - Downstream: Findings feed
/sales-enablement(battlecards, training); priorities feed/analytics-tracking-plan(instrumentation fixes). - Triage half (built):
/revops-incident-responseper.claude/rules/audit-triage-pairing.md. Hand the prioritized fix-list to it, or send it a symptom report directly.
Attribution
This skill adapts patterns from coreyhaines31/marketingskills/revops/SKILL.md (MIT license, © Corey Haines / Conversion Factory). Adapted to Genesys operator voice; integrated with funnel-strategy + analytics-tracking-plan.
Final ship gate
Run /premortem --output before ship. See /premortem skill for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.
Then run /scope-guardian-reviewer — the client-deliverable ship gate: scope-creep check on proposals/SOWs (pm-loop.md). A RevOps audit surfaces every broken thing in the CRM at once; this is the gate that keeps a scoped fix-list from becoming an unscoped cleanup project.
Trivial-case escape: ## Premortem\nNo failure modes — trivial change satisfies the contract for genuinely trivial outputs.