STRATEGY and FOUNDATION

RevOps strategy and the architecture underneath your commercial stack.

We design the foundation: CRM architecture, data model, processes and tech stack. Before we touch a single setting in your CRM. For B2B organisations of 50 to 500 employees who want to do it properly this time.

Book a strategy call Take the Maturity Scan first

What do we deliver?

01
Maturity scan and baseline Where your organisation stands on RevOps maturity, with scoring per pillar
02
RevOps architecture Blueprint for data model, lifecycle and governance that your IT team understands
03
Roadmap and adoption plan Concrete 90-day sequence from quick wins to foundational work

Strategic work delivered for

Why strategy comes first

Why strategy first and not straight to implementation?

Eight out of ten CRM implementations we take over share the same problem: the system is technically working, but nobody can say precisely which business question it answers. Fields were switched on without an owner, workflows run without purpose, reports show vanity data. That is because the stack was built for the software, not for the company. Strategy first means: first design which commercial processes you run, which data you need for that, and how you keep it consistent across Marketing, Sales and Service. Only then the tools.

30+

Fields without an owner

Fields no one owns. Switched on during implementation, left behind, polluting your data.

Multiple systems, no master

Systems holding the same data with no master record. Nobody knows which version of a customer is the truth.

20%

Forecast deviation

Forecast deviation every quarter. Not a steering instrument, just a document revised after the fact.

9 mths

Live, and still nobody uses it

Live for nine months and nobody uses it yet. Adoption stays out when the stack does not fit the company.

With data model, lifecycle stages, scoring logic, integration strategy and a phasing plan. On one A4 if possible, in a Notion page if it needs to be longer. If you want to know where your biggest leaks are before committing to an engagement, that often starts with the Maturity Scan, which reviews your CRM, pipeline and lifecycle in a matter of days.

Our blueprints are CRM-agnostic at the strategy level. We do not write "set up objects in HubSpot like this", we write "Account object with these relationships, Deal object with these stages". We implement primarily in HubSpot (Diamond Partner), but the architecture must also work if you choose a different CRM tomorrow. Because that happens sooner than you think.

What you get after a strategy engagement

CRM architecture blueprint
Process flow per discipline
Lifecycle stage and scoring model
Phasing document for implementation
Readable summary for stakeholders

Our disciplines

Where we deliver strategic work

Strategy with us covers five disciplines. Each is a standalone engagement, or together they form a larger RevOps engagement. Click a discipline for more.

Operating model

RevOps strategy

An operating system for Marketing, Sales and Service. Which processes your organisation runs today and which it needs to run to deliver predictable pipeline and retention.

No framework presentation, but a concrete plan for the next two quarters. With KPIs that matter, clear ownership, and a rhythm management can sustain.

More about RevOps strategy

AI foundation

AI Readiness Scan

Before you deploy AI agents and Breeze copilots on your commercial processes: how ready is your data, your CRM architecture and your team? A scan that looks at data quality, governance, use cases and adoption readiness.

Result: a map of where AI already delivers value in the short term, where you need to lay the foundation first, and which risks exist around hallucination, ownership and compliance. Concrete, no hype.

Go-to-market strategy

How you approach your market. Which ICP you choose, which motion (product-led, sales-led, hybrid), which channels you use, and which positioning fits.

We connect GTM to your tech stack and data model so that strategy and execution live in the same system. Otherwise GTM stays a document in a drawer.

More about GTM strategy

Review

Tech-stack audit

A review of your marketing and sales tools: overlap, redundancy and cost per active user. Result: a map of what can go, what needs consolidating, and which tools you are missing. Combine with our Maturity Scan for a complete baseline.

No vendor pitch, but an independent overview your leadership team can act on. Often a sensible first step for a larger RevOps engagement, because it sharpens the starting position.

More about the tech-stack audit

Reporting

Data strategy and reporting

A reporting layer shared by marketing, sales and service. Definitions that are no longer up for debate, dashboards that are not rewritten every quarter, and sources of truth that hold. We set up the data model so that leadership reporting, attribution and forecasting all rest on the same numbers.

Including KPI definitions per team, custom reports in HubSpot and, where needed, a push to your BI tool. Not a dashboard festival, but a set of reports your leadership team can act on on a Friday.

More about Data Strategy and Reporting

Case, Saysimple · Saysimple

Van losse tools naar een pipeline die de directie vertrouwt

From Salesforce to HubSpot, with a redesigned data model.

Saysimple was running on Salesforce and wanted to move to HubSpot. The question was not "can you migrate" (any partner with HubSpot knowledge can answer that easily). The real question was: how do you do it without losing the existing pipeline history and without copying the old mess across.

We started with a week of strategy. Data model redrawn, lifecycle stages sharpened, deal stages reduced from 12 to 7, and a new scoring logic that genuinely works for their B2B cycles. Only then did the migration itself come into view.

Result: a cleaner HubSpot than they ever had in Salesforce, a forecast that is no longer rewritten three weeks later, and a marketing team that can finally enforce lifecycle stage discipline.

Read the full story

B2B SaaS, Customer engagement · Saysimple contact

12 → 7

deal stages

1 week

strategy upfront

100%

pipeline history preserved

The strategy team

Who does strategic work with us.

For strategic work you sit down with Carel and Yoni. Carel is the architect, Yoni thinks along on commercial proposition, ICP and go-to-market.

Carel Schrier

Founder, strategic architect

Carel has twenty years in B2B marketing and RevOps. Designs CRM architectures for scale-ups and mid-market companies in the Netherlands. Works on principle, no template work. Writes the blueprints, thinks at management level and comes in person to the first strategy call of every new engagement.
Yoni Lammens

Strategist

Works at the strategic level of commercial proposition. ICP choices, GTM motion, funnel stages, and how Marketing and Sales meet in the same stack. Contributes to every blueprint that involves positioning and go-to-market.

Frequently asked questions

Frequently asked questions about Strategy.

Questions we get often, with answers you can use to bring your own team along.

What is the difference between RevOps and sales operations?

Sales operations focuses on the sales team only: pipeline hygiene, forecasting, rep productivity, quota management. RevOps broadens that and looks at Marketing, Sales and Service as one commercial engine. Sales ops is a function, RevOps is an operating model. In organisations under 200 employees the same person often covers both.

When is my company large enough for RevOps?

Not at a headcount threshold, but at a complexity threshold. Once you have more than one Marketing and Sales team that need to steer on the same data, or once your forecast deviates structurally, it is time to set up RevOps. In practice that is usually from 30 commercial employees. Not earlier.

What does a CRM architecture engagement look like?

A design engagement takes 3 to 6 weeks, depending on complexity and number of business units. We start with a discovery week (current situation, stakeholder interviews, goals), followed by 2 to 4 weeks of architecture work (data model, processes, lifecycle), and close with a review week and phasing plan. For pricing see our RevOps as a Service page.

How long does a CRM migration take?

Depending on source CRM and data volume, between 4 and 12 weeks. A Salesforce-to-HubSpot migration at average B2B complexity is around 8 weeks including 2 weeks of strategic redesign upfront. Migration without redesign could be faster but delivers a 1-to-1 copy of your old problems.

Can I do strategy and implementation with the same partner?

Yes, and we do both, but it is useful to know that these are two different disciplines. Strategic work is conceptual: data model, processes, lifecycle. Implementation is execution: switching on workflows, running integrations, delivering training. With us the same architect (Carel) works across both engagements, which prevents translation loss.

How do I stop my CRM turning into a mess after three years?

Three things help. One: assign ownership per object and per field during implementation. Two: a lightweight audit cadence, reviewing what has been added and what can go out once a quarter. Three: lifecycle stage discipline in marketing and sales, otherwise your data goes stale without anyone noticing.

Which documents do you deliver in a strategy engagement?

Four core deliverables: CRM architecture blueprint (objects, relationships, data model), process flow per discipline (Marketing, Sales, Service), lifecycle stage and scoring model, and a phasing document for implementation. Plus a readable summary for stakeholders who do not have time for the details.

Ready to start?

Ready to get started?

Book a no-obligation 30-minute strategy call. We look together at your current stack, where it pinches, and what delivers the biggest gain in your situation. Not a sales call, just a conversation about what could work strategically.

Want to do a baseline check yourself first? Take the Maturity Scan and we use the outcome as our starting point.