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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Six cornerstone reads before the full archive below.
Articles
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HubSpot vs HubSpot + Salesforce: when to add the second CRM
Adding Salesforce alongside HubSpot is one of the most consequential — and most over-made — decisions in a scaling B2B SaaS stack. Sometimes it’s the right call. Often it’s a large integration project bought to solve a problem the existing setup could have handled. Here’s the honest split, both side
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CRM data hygiene: the 90-minute health check you can run yourself
A 90-minute, do-it-yourself CRM data hygiene check — seven measurements that reveal whether your data can support the decisions being made on it.
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What is marketing attribution in B2B?
Marketing attribution is the practice of assigning credit for a closed deal to the marketing touchpoints that influenced it — the channels, campaigns, and content a buyer engaged with on the way to purchase. In B2B, where deals involve many people over many months and dozens of touches, attribution
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How much pipeline actually leaks in B2B SaaS
Ask how much pipeline a typical B2B SaaS company loses to broken process rather than genuine rejection, and the honest answer is: more than anyone measures, because most of it is invisible. The leaks that get counted are the ones that error out. The expensive ones fall silently between systems and n
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How to build a win/loss review that improves pipeline
A win/loss review only earns its place if it changes what you do next. Most don’t — they collect a dropdown reason at close, aggregate it into a chart, and change nothing. Here’s how to run one that actually improves pipeline, step by step, with the trap in each stage.
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Nobody believes your dashboard: rebuilding reporting trust in the right order
Reporting trust dies in a predictable order — and has to be rebuilt in reverse. A field guide to getting leadership to believe the pipeline numbers again.
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Why Sales Stops Trusting the Dashboard
Here’s a real one, anonymised. A leadership team had a headline revenue dashboard — pipeline, forecast, conversion, the lot — and in meetings they’d glance at it, then argue from their own spreadsheets instead. The dashboard existed; nobody trusted it. Let’s take apart why, because untrusted reporti
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What is lead routing?
Lead routing is the process of assigning each incoming lead to the right owner — the correct rep, team, or queue — based on defined rules like territory, company size, product interest, or account ownership. Done well, it’s invisible: the right lead lands on the right desk in seconds. Done badly, it
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How to run your own pipeline leak self-audit
You don’t need me to find your most obvious leaks — you can run a first-pass self-audit in an afternoon and surface the big ones yourself. Here’s how, step by step, with the trap that catches most people at each stage. It won’t be as thorough as a full audit, but it’ll tell you whether…
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