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 RevOps tech stack?
A RevOps tech stack is the connected set of tools that supports the full revenue process — capturing, routing, qualifying, closing, and reporting on demand across marketing, sales, and customer success. Its job isn’t to be comprehensive; it’s to be coherent. A small, well-integrated stack beats a sp
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Your MQL target is why sales doesn’t trust marketing
Here’s a claim that lands badly in marketing meetings: your MQL target is the single biggest reason sales doesn’t trust the leads you send. Not the channels, not the creative, not the reps’ attitude. The number you set at the top of the funnel quietly corrupts everything below it.
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A routing setup that survives the next reorg
Most routing is built for the org chart on the day it’s written. Then someone splits a territory, a rep leaves, a segment gets added — and the rules break, leads misroute, and someone spends a fortnight patching. Routing that survives a reorg is built on roles and rules, not on named people and hard
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HubSpot lead scoring that sales actually trusts
Most HubSpot lead scoring models optimise for volume, not trust. How to build a scoring model that predicts sales acceptance — and keeps predicting it.
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Six signs your lead scoring is being ignored
Lead scoring rarely gets formally abandoned. It gets quietly ignored — reps stop letting it drive their day and fall back on gut and territory lists. Here are six signs it’s already happening, whatever the dashboard says.
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What is closed-loop reporting?
Closed-loop reporting is the practice of tracing every closed deal back to the marketing activity that first generated the lead — closing the loop between money earned and marketing spent. It answers the question most funnels can’t: not “which channels make leads”, but “which channels make revenue”.
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Three lead-scoring models sales quietly ignore
A scoring model that sales ignores is worse than no model, because it still generates confident-looking MQLs that reps have privately written off. Here are three real, anonymised models I’ve seen quietly abandoned — and the specific reason each lost the room.
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Speed to lead: the benchmark, the maths, and the routing fixes
Speed to lead is one of the most conversion-sensitive numbers in your funnel — and one of the easiest to fix. Benchmarks, how to measure it honestly, and the routing repairs that move it.
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When a two-week audit beats a six-month retainer
A two-week audit and a six-month retainer are not competing versions of the same thing. One tells you where you’re leaking; the other pays someone to keep fixing things over time. Choosing wrong wastes either money or momentum. Here’s the honest split.
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