STRATEGY

An operating model for marketing, sales and service, not just sales ops.

RevOps strategy at operating level: forecast, lifecycle, attribution and an operating calendar. A working model for marketing, sales and service in HubSpot. Not just pipeline hygiene, but the commercial engine your management team can steer every week.

Book a RevOps call Take the Maturity Scan first

What do you get?

01
Lifecycle model Clear stages from Lead to Customer, with transition criteria
02
Scoring & routing What defines an MQL, how you route it, what the SLA is
03
KPI rhythm Which metrics weekly, which per quarter, who owns them

The observation

Marketing runs. Sales runs. Service runs. But together they run in different directions.

Every discipline has its own tool, its own dashboard and its own definition of success. The result: a forecast that drifts, marketing leads that sales cannot use, and churn signals that never reach marketing. RevOps strategy connects those worlds at operating level, built on a working CRM architecture and aligned with your go-to-market strategy.

Forecast is consistently off

15 to 25 per cent variance per quarter, because deal stages mean different things to different people and pipeline hygiene is absent.

Marketing to sales handover stalls

No clear definition of MQL and SQL, no SLA on follow-up time. Marketing delivers 400 leads, sales accepts 60, and nobody knows why.

Service and sales don't talk

Customer success runs on different KPIs. Cross-sell signals stay buried in service tickets. NRR is a gap in the reporting.

Dashboards nobody understands

The management team looks at a dashboard with 40 figures and doesn't know where to start. A week after the presentation, nobody looks at it again.

How we get there

Four phases over six to eight weeks.

Two workshops per week on a fixed day. We work with the heads of marketing, sales and service together, not around them.

01 Week 1-2

Discovery and baseline

We speak separately with the heads of marketing, sales and service. Funnel review in HubSpot: where it falls apart, which stages are unreliable. Win/loss analysis over the past 12 months.

Wat je krijgt Baseline document with current funnel metrics and top-3 leakage points

02 Week 3-4

Lifecycle and definitions

Two workshops with marketing and sales at the same table. We co-write the stage definitions and how a lead moves from marketing to sales. We use the SiriusDecisions Demand Waterfall (a proven lifecycle model for B2B) as the starting point and adapt it to your motion.

Wat je krijgt Lifecycle-stages document, scoring model, marketing-sales SLA

03 Week 5-6

KPIs and attribution

Which metrics steer the management team, which the team. Pipeline coverage, conversion velocity, win rate, NRR. Attribution settled: how we allocate marketing source, how we measure sales-owned pipeline.

Wat je krijgt KPI framework, dashboard spec per layer, attribution model

04 Week 7-8

Operating model and rhythm

The A3 is drafted. We map out the rhythm: stand-ups, pipeline reviews, QBRs. Owner per component is named. Session with your management team to present it.

Wat je krijgt RevOps blueprint on A3, operating calendar, management team presentation and handover

What you walk away with

Documents ready to use tomorrow.

At the end of the engagement you have a working set that you can use immediately in your management team meetings, QBRs or HubSpot implementation. Not a 60-page report, but an A3, a few slides and a Figma blueprint that keeps running.

We include the rhythm: who looks at what each week, and who holds final accountability. That way the operating model holds when your RevOps role changes six months from now.

What you get

RevOps blueprint on A3 (lifecycle, scoring, SLA, KPIs)
Lifecycle-stages document with transition criteria
Scoring model with rationale per signal
Marketing-sales SLA and routing rules
KPI framework per layer (management team, team, individual)
Operating rhythm: stand-up, pipeline review, QBR
Attribution model aligned with your motion
Implementation roadmap for HubSpot

Who helps you

Two strategists, one specialist.

RevOps is people work across three columns. You work with the RevOps lead, the strategist and the specialist who can land it in HubSpot.

Carel Schrier

RevOps Lead / Strategist

Runs the discovery, writes the operating model and sparring partner for your management team. Twenty years of B2B RevOps experience.
Yoni Lammens

Strategist

Works at the commercial level of the operating model. ICP, funnel transition, attribution. Co-authors every blueprint.
Carsten Huiskamp

CRM Architect

Translates the strategy into HubSpot. Lifecycle stages, scoring properties, workflows, reports. Makes the operating model technically real.

Case · B2B mid-market

From marketing and sales on separate lifecycle stages to a shared operating model

A 60-person B2B SaaS had marketing and sales running on different truths. Marketing reported MQLs by their own definition; sales only accepted what they called SQLs. Service was not part of the commercial picture at all.

In seven weeks we redesigned the lifecycle as a continuous journey, agreed forecast definitions, set up attribution to deal level and established an operating calendar with a weekly forecast call. For the first time it became clear which euro had produced which deal.

What clients usually ask.

Honest answers to the questions we hear before almost every engagement.

What is a RevOps agency and what does Addmark do as a RevOps bureau?

A RevOps agency organises marketing, sales and service as a commercial engine rather than three separate departments. In practice that means a shared data definition, a lifecycle that runs across all teams, clean handovers and steering on revenue rather than departmental goals in isolation. Addmark does this as a HubSpot Platinum Partner with a defined path: strategy and foundation first, then execution via a RevOps-as-a-Service retainer. That way the strategy stays out of a Drive folder and actually runs.

What is the difference from sales operations?

Sales ops covers only sales: pipeline hygiene, forecasting, rep productivity. RevOps extends that to marketing, sales and service as a commercial engine. Sales ops is a function; RevOps is an operating model.

When is my company large enough for RevOps?

From 20 commercial employees (marketing, sales and service combined) a RevOps strategy pays off. Below that, sales ops is sufficient. Above 100 commercial employees, a full-time RevOps leader is usually better than a retainer.

Do we already need a CRM?

Yes, otherwise we are designing strategy on thin air. HubSpot is our preference because it keeps marketing, sales and service in one platform. We also work with Salesforce and Pipedrive, but with more integration work.

Do you also handle the implementation?

Yes, via a RevOps-as-a-Service retainer. Many clients choose the strategy followed by the retainer for six to twelve months. That prevents the strategy becoming a PDF in a Drive folder.

Ready to get started?

Ready for a commercial engine that actually runs?

Book a RevOps call. We review your current lifecycle and forecast practice, then give you an honest scope.