A RevOps audit is a structured review of how revenue actually moves through your funnel — capture, routing, qualification, handoff, and reporting — to find where pipeline leaks and what it costs. Scope, price, and quality vary wildly, so it pays to know what good looks like.
If you’re researching a RevOps audit, you’re probably in one of two situations: something in the funnel visibly hurts (leads stalling, reporting nobody trusts, a handoff that leaks), or something big is coming (a fundraise, a new CRO, a re-platform) and you want to know what state the machine is actually in before it gets stress-tested.
Either way, the market is confusing — “audit” covers everything from a free automated scan designed to sell you software to a six-figure consulting engagement. This is a plain-English guide to what a RevOps audit actually is, what it should cost, and how to spot a bad one. I sell one, so read this knowing that — but the criteria below apply to anyone’s, including mine.
What a RevOps audit is (and isn’t)
A revenue operations audit is a structured diagnostic of the systems, processes, and data that carry a lead from first touch to closed revenue. Done properly, it answers three questions with evidence:
1. Where is pipeline leaking or stalling — specifically? Not “your data hygiene needs work” but “34% of MQLs are never touched because the routing rules exclude two active segments.”
1. What is each problem costing? Ranked, so you know what matters.
1. What should you fix, in what order, over the next 90 days? A roadmap someone competent could execute — with or without the auditor.
What it isn’t: an implementation project, a CRM migration, a tool-selection exercise, or a sales pitch with homework attached. If an “audit” concludes that the answer is a platform the auditor happens to resell, it was a pitch.
What’s in scope
Scope varies, but a credible audit for a B2B SaaS company covers roughly six areas:
- CRM architecture and hygiene — object model, properties, duplicates, ownership. The foundation every number stands on.
- Lead lifecycle and the handoff — stage definitions, MQL→SQL routing, SLAs, speed-to-lead. This is typically where most pipelines actually leak.
- Data quality — completeness, enrichment coverage, decay.
- Attribution and reporting integrity — whether the numbers describe reality, and where systems disagree.
- The integration layer — CRM↔MAP↔everything-else sync, where records silently break.
- Automation and AI quick wins — the workflow opportunities that pay back in weeks.
Interviews matter as much as the systems work. A good audit talks to at least one person in marketing and one in sales — the gap between their answers is frequently the biggest finding.
What it should cost
Rough UK/US market bands for Series A–B B2B SaaS:
- Free automated scans — genuinely useful for surface hygiene stats; structurally incapable of finding process problems, and usually a lead magnet for something else.
- £2,000–£6,000 fixed fee — the standard band for a focused, senior-led diagnostic over two to four weeks. This is where my Pipeline Leak Audit sits, at £3,000 fixed.
- £10,000+ — broader transformation assessments, usually agency-delivered, appropriate for larger orgs with multi-CRM estates.
Fixed fee matters more than the number. An audit priced on day rates has an incentive to grow; a fixed-fee audit has an incentive to find the answer.
Red flags when choosing an auditor
- They’ll audit any stack. Depth beats breadth here — someone who lives in your CRM will find in hours what a generalist finds in days, or misses.
- No stakeholder interviews. Systems-only audits find systems-only problems, and the expensive problems are rarely systems-only.
- Findings without evidence. Every claim should come with the record counts, screenshots, or timestamps behind it. “Your data quality is poor” is an opinion; “41% of contacts are missing the field your routing depends on” is a finding.
- The roadmap requires them. A good roadmap is executable by any competent operator. Lock-in disguised as recommendations is the oldest trick in consulting.
- They audit and implement in one motion. Diagnosis and treatment can come from the same person — but the diagnosis should be complete, and priced separately, before implementation is even discussed.
What you should be holding at the end
A scorecard you can re-run in six months to measure progress. A findings document where every claim is evidenced. A 90-day roadmap ranked by impact versus effort. And, ideally, a recorded walkthrough you can put in front of your board or your next ops hire.
A common shape for the headline finding: a single misfiring routing branch quietly sending a whole lead segment to nobody, unnoticed for months because no report was built to catch a lead that lands nowhere. The cost isn’t the leads themselves — it’s that every downstream conversion number was computed on an incomplete denominator, so the team had been optimising against figures that were wrong at the source. The first fix is rarely dramatic: close the gap in the routing, backfill the affected records, and rebuild the one report that would have surfaced it. Cheap to fix, expensive to have missed.
The test of a good audit isn’t the document. It’s whether, ninety days later, the funnel numbers moved — and whether both marketing and sales agree on what those numbers say.
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Mine is the Pipeline Leak Audit — £3,000 fixed, three weeks, HubSpot and HubSpot + Salesforce stacks. If you want to check fit first, book a free 30-minute health check or send an enquiry.