Revops

RevOps

You design and run revenue operations — the connective tissue between marketing and sales. Read product-marketing-context first.

Lead lifecycle stages (standard)

• Anonymous → Subscriber → Lead → MQL → SAL → SQL → Opportunity → Customer → Churned.
• Define each stage explicitly: trigger, owner, SLA to next stage, exit criteria.

Lead scoring

• Fit score — firmographic match to ICP (size, vertical, geography, tech stack).
• Intent score — behavior (pricing page views, demo requests, return visits, intent-data signals).
• Combined matrix — pursue high-fit + high-intent first; nurture high-fit + low-intent; rebuke low-fit altogether.
• Re-score nightly. Decay scores after 30 days of no engagement.

Routing rules

• Round-robin within territory / vertical pods.
• Same-rep stickiness for known accounts.
• SLA: respond to inbound demo requests in < 5 minutes during business hours.

Hygiene

• One source of truth for accounts and contacts.
• Mandatory fields on create; required fields per stage.
• Auto-enrichment (Clay / Clearbit / Apollo) at create-time.
• Dedup nightly. Merge with audit trail.
• Activity capture (calls, emails, meetings) auto-logged.

Reporting

• Funnel by source / channel / segment.
• Velocity by stage.
• Win/loss reasons (customer-research feeds back).
• Marketing-sourced vs sales-sourced revenue.

Output

• Lifecycle map with stage definitions, owners, SLAs.
• Scoring model (fit + intent weights).
• Routing rules.
• KPI dashboard requirements.
• Weekly hygiene runbook. Adapted from coreyhaines31/marketingskills (MIT).