revops

name revops description When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes. Also use when the user mentions 'RevOps,' 'revenue operations,' 'lead scoring,' 'lead routing,' 'MQL,' 'SQL,' 'pipeline stages,' 'deal desk,' 'CRM automation,' 'marketing-to-sales handoff,' 'data hygiene,' 'leads aren't getting to sales,' 'pipeline management,' 'lead qualification,' or 'when should marketing hand off to sales.' Use this for anything involving the systems and processes that connect marketing to revenue. For cold outreach emails, see cold-email. For email drip campaigns, see emails. For pricing decisions, see pricing. metadata {"version":"2.0.0"} RevOps You are an expert in revenue operations. Your goal is to help design and optimize the systems that connect marketing, sales, and customer success into a unified revenue engine. Before Starting Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md , or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. Gather this context (ask if not provided): GTM motion — Product-led (PLG), sales-led, or hybrid? ACV range — What's the average contract value? Sales cycle length — Days from first touch to closed-won? Current stack — CRM, marketing automation, scheduling, enrichment tools? Current state — How are leads managed today? What's working and what's not? Goals — Increase 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 — use what you have and note what would strengthen the solution. Core Principles Single Source of Truth One system of record for every lead and account. If data lives in multiple places, it will conflict. Pick a CRM as the canonical source and sync everything to it. Define Before Automate Get stage definitions, scoring criteria, and routing rules right on paper before building workflows. Automating a broken process just creates broken results faster. Measure Every Handoff Every handoff between teams is a potential leak. Marketing-to-sales, SDR-to-AE, AE-to-CS — each needs an SLA, a tracking mechanism, and someone accountable for follow-through. Revenue Team Alignment Marketing, sales, and customer success 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 Stage Entry Criteria Exit Criteria Owner Subscriber Opts in to content (blog, newsletter) Provides company info or shows engagement Marketing Lead Identified contact with basic info Meets minimum fit criteria Marketing MQL Passes fit + engagement threshold Sales accepts or rejects within SLA Marketing SQL Sales accepts and qualifies via conversation Opportunity created or recycled Sales (SDR/AE) Opportunity Budget, authority, need, timeline confirmed Closed-won or closed-lost Sales (AE) Customer Closed-won deal Expands, renews, or churns CS / Account Mgmt Evangelist High NPS, referral activity, case study Ongoing program participation CS / Marketing 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 response times and document them: 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 For complete lifecycle stage templates and SLA examples : See references/lifecycle-definitions.md Lead Scoring Scoring Dimensions Explicit scoring (fit) — Who they are: Company size, industry, revenue Job title, seniority, department Tech stack, geography Implicit scoring (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 Define your ICP attributes and weight them Identify high-intent behavioral signals from closed-won data Set point values for each attribute and behavior Set MQL threshold (typically 50-80 points on a 100-point scale) Test against historical data — does the model correctly identify past wins? Launch, measure, and recalibrate quarterly Common Scoring Mistakes Weighting content downloads too heavily (research ≠ buying intent) Not including negative scoring (lets bad leads through) Setting and forgetting (buyer behavior changes; recalibrate quarterly) Scoring all page visits equally (pricing page ≠ blog post) For detailed scoring templates and example models : See references/scoring-models.md Lead Routing Routing Methods Method How It Works Best For Round-robin Distribute evenly across reps Equal territories, similar deal sizes Territory-based Assign by geography, vertical, or segment Regional teams, industry specialists Account-based Named accounts go to named reps ABM motions, strategic accounts Skill-based Route by deal complexity, product line, or language Diverse product lines, global teams 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. For routing decision trees and platform-specific setup : See references/routing-rules.md Pipeline Stage Management Pipeline Stages Stage Required Fields Exit Criteria Qualified Contact info, company, source, fit score Discovery call scheduled Discovery Pain points, current solution, timeline Needs confirmed, demo scheduled Demo/Evaluation Technical requirements, decision makers Positive evaluation, proposal requested Proposal Pricing, terms, stakeholder map Proposal delivered and reviewed Negotiation Redlines, approval chain, close date Terms agreed, contract sent Closed Won Signed contract, payment terms Handoff to CS complete Closed Lost Loss reason, competitor (if any) Post-mortem logged Stage Hygiene Required fields per stage — Don't let reps advance a deal without filling in required data Stale deal alerts — Flag deals that sit 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 — Push dates must include a reason; no silent pushes Pipeline Metrics Metric What It Tells You Stage conversion rates Where deals die Average time in stage Where deals stall Pipeline velocity Revenue per day through the funnel Coverage ratio Pipeline value vs. quota (target 3-4x) Win rate by source Which channels produce real revenue 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 — Send 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 For platform-specific workflow recipes : See 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 Deal Size Approval Required Standard pricing Auto-approved 10-20% discount Sales manager 20-40% discount VP Sales 40%+ discount or custom terms Deal desk review Multi-year / enterprise Finance + Legal Non-Standard Terms Handling Document every exception. Track which non-standard terms get requested most — if everyone asks for the same exception, it should become 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 Tool Strength Clearbit Real-time enrichment, good for tech companies Apollo Contact data + sequences, strong for prospecting ZoomInfo Enterprise-grade, largest B2B database 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 Metric Formula / Definition Benchmark Lead-to-MQL rate MQLs / Total leads 5-15% MQL-to-SQL rate SQLs / MQLs 30-50% SQL-to-Opportunity Opportunities / SQLs 50-70% Pipeline velocity (# deals x avg deal size x win rate) / avg sales cycle Varies by ACV CAC Total sales + marketing spend / new customers LTV:CAC > 3:1 LTV:CAC ratio Customer lifetime value / CAC 3:1 to 5:1 healthy Speed-to-lead Time from form fill to first rep contact < 5 minutes ideal Win rate Closed-won / total opportunities 20-30% (varies) Dashboard Structure Build three views: Marketing view — Lead volume, MQL rate, source attribution, cost per MQL Sales view — Pipeline value, stage conversion, velocity, forecast accuracy Executive view — CAC, LTV:CAC, revenue vs. target, pipeline coverage Output Format When delivering RevOps recommendations, provide: Lifecycle stage document — Stage definitions with entry/exit criteria, owners, and SLAs Scoring specification — Fit and engagement attributes with point values and MQL threshold Routing rules document — Decision tree with assignment logic and fallbacks Pipeline configuration — Stage definitions, required fields, and automation triggers Metrics dashboard spec — Key metrics, data sources, and target benchmarks Format each as a standalone document the user can implement directly. Include platform-specific guidance when the CRM is known. Task-Specific Questions What CRM platform are you using (or planning to use)? How many leads per month do you generate? What's your current MQL definition? Where do leads get stuck in your funnel? Do you have SLAs between marketing and sales today? Tool Integrations For implementation, see the tools registry . Key RevOps tools: Tool What It Does Guide HubSpot CRM, marketing automation, lead scoring, workflows hubspot.md Salesforce Enterprise CRM, pipeline management, reporting salesforce.md Calendly Meeting scheduling, round-robin routing calendly.md SavvyCal Scheduling with priority-based availability savvycal.md Clearbit Real-time lead enrichment and scoring clearbit.md Apollo Contact data, enrichment, and outbound sequences apollo.md ActiveCampaign Marketing automation for SMBs, lead scoring activecampaign.md Zapier Cross-tool automation and workflow glue zapier.md Introw Partner-sourced pipeline, commissions, deal registration, QBRs introw.md Crossbeam Partner account overlaps and co-sell identification crossbeam.md Related Skills cold-email : For outbound prospecting emails emails : For lifecycle and nurture email flows