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–Salesforce integration: the field mapping mistakes that corrupt your funnel
The HubSpot–Salesforce connector fails quietly, not loudly. The field mapping mistakes that silently corrupt funnel data — and the audit that catches them.
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Stop buying tools to fix process problems
Here’s the claim: most tool purchases in revenue operations are attempts to fix a process problem with a product, and they don’t work — they just make the broken process run faster. If your handoff leaks, a better tool leaks at higher throughput. The software was never the constraint.
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What a Pipeline Leak Audit actually delivers
A Pipeline Leak Audit delivers one thing above all: a clear, ranked answer to the question “where are we losing pipeline, and what’s it worth to stop?” Not a tidier CRM, not a list of best practices — a specific map of your leaks with the biggest one named first. Here’s what that looks like…
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Lead routing SLA benchmarks
A strong lead-routing SLA in B2B SaaS routes an inbound lead to the right owner within a few minutes, and gets a first human touch within the hour during business hours. The best teams route in near-real time and touch high-intent leads in minutes. Most teams set targets like these and then miss the
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When Routing Rules Send Enterprise Leads to the Wrong Rep
Here’s a real one, anonymised. A company’s biggest opportunities — enterprise inbound, exactly the leads reps fight over — were all landing on the wrong desk for months. Not lost, just misrouted, worked as ordinary mid-market by people who didn’t know what they were holding. One rule did it. Let’s t
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Lead lifecycle stages for B2B SaaS: a model both teams will sign
A practical lead lifecycle model for B2B SaaS — stage definitions, entry and exit criteria, recycling paths, and how to implement it in HubSpot without breaking your reporting.
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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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