Insights
Notes from the ops room
Practical writing on lead lifecycle, data trust, and AI in revenue operations. Everything here comes from systems I’ve actually run — no thought leadership about tools I’ve never logged into.
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Articles
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What is a sales handoff?
A sales handoff is the point at which a lead or deal passes from one owner to the next — marketing to sales, an SDR to an account executive, sales to customer success. It sounds like a routine transfer. It’s actually the single highest-risk moment in your funnel, because every change of ownership is
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Lifecycle stage conversion benchmarks
Lifecycle stage conversion benchmarks describe the typical rate at which leads move from one stage to the next in a B2B SaaS funnel — lead to MQL, MQL to SQL, SQL to opportunity, opportunity to closed won. They’re useful as rough orientation and dangerous as targets, because the numbers depend entir
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In-house ops hire vs fractional: the real cost
The choice between a full-time RevOps hire and fractional support is usually framed as a salary comparison. That’s the least useful way to look at it. The real cost of each includes things that never appear in the offer letter — ramp time, coverage gaps, seniority mismatch — and getting those wrong
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Marketing and sales SLAs that survive contact with reality
Most marketing–sales SLAs die within a quarter. The structure of one that survives — two-sided commitments, honest thresholds, and consequences that aren’t punishments.
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RevOps isn’t a tool you buy
Here’s the claim: RevOps is not something you can buy. There is no platform, however good, that installs the discipline for you. RevOps is a way of running revenue — shared definitions, clean handoffs, trustworthy data, aligned incentives — and every one of those is work, not a licence. Treat it as
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How a Leaky Handoff Loses 30% of Pipeline
Here’s a real one, anonymised. A company was generating solid qualified demand and closing a respectable share of what sales worked — yet growth kept stalling for reasons nobody could pin down. The cause was a single handoff quietly losing close to a third of qualified leads between “marketing done”
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B2B attribution is lying to you — here’s how to tell
Every B2B attribution model is wrong; some are useful. How to tell whether yours is lying, and how to use attribution for decisions without pretending it’s accounting.
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Signs your attribution model is misleading you
Attribution doesn’t fail loudly. It just keeps confidently crediting the wrong channels until budget quietly flows to the ones that look good rather than the ones that work. Here are six signs yours is misleading you — and every one of them costs real money, because attribution decides where spend g
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Cleaning up CRM data without breaking reporting
CRM cleanup has a hidden risk: fix the data carelessly and you break the reports built on it. Merge records, purge deals, or backfill fields without thinking, and last quarter’s trend suddenly reads differently — and now nobody trusts the numbers even more than before. Here’s how to clean up without
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