Marketing & Revenue Operations · B2B SaaS
Your pipeline isn’t leaking in the CRM. It’s leaking in the handoff.
Somewhere between “marketing qualified” and “sales accepted”, leads stall, definitions blur, and reporting stops being trusted. Most leaks aren’t a software problem — they’re handoff problems hiding inside the CRM. I find where — and hand you the fix plan. Nine years running revenue operations inside B2B SaaS companies, not observing them from an agency.
- Lead
- MQL
- Handoff — where the leak happens
- SQL
- Opportunity
- Won
THE LEAK — where most B2B SaaS pipelines quietly lose revenue.
Sound familiar?
Three leaks I see in almost every HubSpot or Salesforce instance
Marketing and sales disagree on what a lead is
The MQL definition lives in a slide from 2023. Sales says the leads are junk; marketing says sales never follows up. Both are working from different data — and both are right.
Leadership doesn’t trust the reporting
Every board deck needs a manual spreadsheet “correction”. Attribution says one thing, the CRM another, finance a third. The dashboards exist — nobody believes them.
Hot leads wait days for a first touch
Routing rules built three admins ago quietly misfire. Speed-to-lead is measured in days, not minutes — and every day of delay compounds into lost pipeline.
Behind the audit
A narrow front door. A wide house behind it.
The audit is where engagements start — but the capability behind it covers the full revenue operations surface. Nine years building MOps and RevOps functions from scratch means the fix never stops at a diagnosis.
Processes
- Lead lifecycle & funnel stage design
- MQL→SQL handoff, routing & SLAs
- Campaign-to-pipeline operating rhythm
- Data governance & hygiene programmes
People
- Fractional MOps / RevOps leadership
- Marketing–sales alignment & shared definitions
- Enablement on the systems people actually use
- Hiring support for your first ops hire
Systems
- HubSpot & Salesforce architecture
- Integration layer & field mapping
- Attribution & reporting builds
- AI-enabled ops workflows
Most engagements start with the Pipeline Leak Audit — a fixed-fee diagnostic that maps exactly where revenue is leaking across all three. The audit earns everything that follows; nothing is sold cold.
The entry point
The Pipeline Leak Audit
A fixed-fee, fixed-scope diagnostic for B2B SaaS teams on HubSpot or HubSpot + Salesforce. You’ll know exactly where pipeline is leaking, why, and what to fix in the next 90 days — ranked by impact, independent of any tool vendor.
- FormatFixed fee · fixed scope · three weeks
- Diagnostic lensesSix — CRM to attribution to AI quick wins
- You receiveScorecard · findings · 90-day roadmap
- Your time requiredKickoff + two interviews + walkthrough
Luke Farrugia — Founder, SignalForge · former VP Marketing, ScreenCloud“Emmanuel somehow manages to balance CRM management, marketing automation, signal tracking, revenue attribution, data management, and so much more, to a very high standard and acute level of detail.”
Nine years — inside these revenue teams
Syncron
ScreenCloud
Varnish Software
Transport Exchange Group
SignalForge
Next step
Thirty minutes. Zero pitch theatre.
A free pipeline health check: you describe your GTM motion, I tell you where I’d look first. You leave with something useful whether or not we ever work together.
Not ready for a call? Send an enquiry instead — I reply within one working day.