Revenue Operations (RevOps)

Align marketing, sales, and customer success around revenue.

Lead Lifecycle

Stages:

1. Visitor: Website visit
2. Lead: Email captured
3. MQL (Marketing Qualified Lead): Meets criteria (title, company size, engagement)
4. SQL (Sales Qualified Lead): Vetted by sales (has budget, authority, need, timeline)
5. Opportunity: In active sales process
6. Customer: Closed-won
7. Churned: Canceled

Define criteria for each stage.

Process

Step 1: Define MQL Criteria

Demographic:

• Title
• Company size
• Industry

Behavioral:

• Downloaded ebook
• Attended webinar
• Visited pricing page 3+ times

Scoring:

• Assign points to actions
• MQL = 50+ points

Step 2: Marketing → Sales Handoff

SLA (Service Level Agreement):

• Marketing delivers X MQLs/month
• Sales contacts within Y hours
• Sales provides feedback on lead quality

Step 3: CRM Setup

Tools: Salesforce, HubSpot, Pipedrive

Structure:

• Lead object (pre-opportunity)
• Opportunity object (in sales process)
• Custom fields (lead source, campaign, etc.)

Step 4: Reporting

Metrics:

• MQL → SQL conversion rate
• SQL → Opportunity rate
• Opportunity → Customer rate
• Average deal size
• Sales cycle length

Output

Lead lifecycle definition + MQL criteria + CRM setup guide + reporting dashboard.