RevOps

RevOps fixes the handoffs where revenue leaks. Start by defining the lead lifecycle on paper — Subscriber, Lead, MQL, SQL, Opportunity, Customer, Evangelist — with entry/exit criteria and an owner for each, because automating a broken process just breaks things faster. An MQL requires both fit (matches your ICP) and engagement (shows buying intent); a perfect-fit company that never engages isn't one, and neither is a student downloading ebooks. Score leads on explicit (fit), implicit (behavior), and negative signals, with an MQL threshold usually set at 50-80 of 100 points and recalibrated quarterly. Then enforce speed-to-lead: contacting a lead within 5 minutes makes it ~21x more likely to qualify, and after 24 hours it's effectively cold.

What's inside

The playbook covers

Before StartingCore PrinciplesLead Lifecycle FrameworkLead ScoringLead RoutingPipeline Stage ManagementCRM Automation WorkflowsDeal Desk ProcessesData Hygiene & EnrichmentRevOps Metrics DashboardOutput FormatTask-Specific QuestionsTool Integrations

Reference library — 4 deep-dives

Automation PlaybooksPlatform-specific workflow recipes for HubSpot, Salesforce, scheduling tools, and cross-tool automation.Lifecycle Stage DefinitionsComplete templates for lead lifecycle stages, MQL criteria by business type, SLAs, and rejection/recycling workflows.Lead Routing RulesDecision trees, platform-specific configurations, territory routing, ABM routing, and speed-to-lead benchmarks.Lead Scoring ModelsDetailed scoring templates, example models by business type, and calibration guidance.

Key data

The recommendations are grounded in benchmarks, not opinion:

Fit score (40% weight):**

Engagement score (60% weight) — weight product usage heavily:**

Fit score (60% weight) — weight fit heavily:**

Engagement score (40% weight):**

Fit score (50% weight):**

Engagement score (50% weight):**

See it in action

You ask

Help me set up our lead lifecycle stages. We're a B2B SaaS company selling to mid-market. We use HubSpot as our CRM and have marketing and sales teams that aren't aligned on lead definitions.

The skill delivers

MQL-to-SQL handoff SLA

MQL crosses 65-point threshold → instant alert to routed rep → rep makes first contact within 4 business hours → qualifies or rejects within 48 hours → rejected MQLs return to recycling nurture with a reason code.

Lead scoring snippet

Demo request +30 | Pricing page visit +20 (decay -5/wk) | VP+ title +20 | Competitor domain -50 (auto-flag) | Student/intern title -25

FAQ

What actually makes a lead an MQL?

Both fit and engagement. Fit is who they are — company size, industry, role, tech stack. Engagement is what they've done — visited pricing, requested a demo, returned multiple times. Neither alone qualifies: a perfect-ICP company that never engages isn't an MQL, and a student downloading every ebook isn't either. And if sales won't work your MQLs, the definition is wrong — realign it.

How fast do I need to respond to a new lead?

As fast as possible — speed-to-lead is the single biggest factor in conversion. Contacting within 5 minutes makes a lead about 21x more likely to qualify; after 30 minutes conversion drops roughly 10x; and after 24 hours the lead is effectively cold. Build routing rules that alert reps immediately and escalate when the SLA is missed.

How do I set a lead-scoring threshold?

Pull 6-12 months of closed-won data, retroactively score each deal with your model, and find the natural breakpoint that separated wins from losses. Set the MQL threshold just below where ~80% of closed-won deals would have scored, then validate against closed-lost. Recalibrate monthly for high-volume PLG and quarterly for mid-market or enterprise.

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