- Sales Operations
Where marketing hands off and sales picks up without dropping anything
Connect your marketing engine to sales execution so leads actually convert. CRM hygiene, pipeline structure, reporting, and sales enablement that make your revenue team faster.
- The problem
Where leads go to die
The gap between marketing and sales is the most expensive real estate in B2B. Marketing generates leads that never get followed up. Sales complains about lead quality. Both teams blame the other, and the pipeline suffers.
"Marketing sends us leads, but by the time they get to us, nobody knows where they came from or what they care about."
Most of the time, the problem isn't the leads. It's the infrastructure between marketing and sales: messy CRM data, unclear pipeline stages, no lead routing rules, no context attached to each lead, and reporting that shows activity instead of pipeline. Sales Operations fixes the infrastructure.
- What we do
Infrastructure that makes your sales team faster
Sales Operations is the plumbing. It’s not glamorous, but broken plumbing breaks everything downstream. We fix the plumbing so the rest of your revenue engine can run.
01
Pipeline structure and deal stages
Clear pipeline stages with entry and exit criteria. No ambiguous "in progress" or "working on it." Every deal in the pipeline has a defined state and a clear next action.
02
CRM cleanup and data hygiene
Deduplication, field standardization, lead source normalization. A CRM your team actually trusts and uses, not a graveyard of half-filled contact records.
03
Lead routing and scoring
Automated rules for who gets which lead, when. Scoring based on firmographic fit and behavioral signals. No more leads sitting in a queue for three days before anyone picks them up.
04
Sales enablement materials
Decks, one-pagers, case study summaries, battle cards, proposal templates, and email sequences. The materials your sales team actually reaches for in the moment of truth.
05
Reporting and dashboards for revenue teams
Pipeline, velocity, conversion by stage, source attribution. Dashboards designed for founders and sales leaders, not for data analysts. Clear metrics, plain language, focused on what to do next.
06
Sales and marketing alignment process
Weekly sales-marketing sync meetings with a structured agenda. SLA on lead follow-up. Feedback loops from sales back to marketing. The two teams operating like one team.
- What's included
Deliverables
CRM audit and cleanup
First-pass data hygiene within the first 2 to 4 weeks.
Pipeline stage definitions
Documented entry and exit criteria for every pipeline stage.
Lead routing and scoring rules
Automated workflows built in HubSpot, Salesforce, or your current CRM.
Reporting dashboards
Pipeline, velocity, conversion, attribution. Refreshed automatically.
Sales enablement library
Decks, one-pagers, battle cards, email sequences, and proposal templates.
Weekly pipeline hygiene reviews
Ongoing data quality maintenance so the CRM stays clean.
- FAQ
What people ask about Sales Operations
Do you replace our CRM or work with what we have?
We work with what you have. Most of our engagements involve HubSpot, Salesforce, or Pipedrive. Switching CRMs is a major project that often does more harm than good. We optimize what’s already in place, then recommend a migration only if the current tool truly can’t support your growth.
How long does it take to clean up a messy CRM?
A first-pass cleanup takes 2 to 4 weeks: deduplication, field standardization, lead source normalization, and pipeline stage definitions. Ongoing data hygiene becomes part of the monthly engagement after that. The goal is a CRM that your sales team trusts and actually uses.
What's the difference between Sales Operations and Marketing Operations?
Marketing Ops focuses on the lead generation side: forms, automation, attribution, content distribution. Sales Ops focuses on the conversion side: pipeline structure, deal stages, sales reporting, CRM hygiene, sales enablement materials. We do both, but they’re different disciplines with different priorities.
Can you build dashboards that work for non-technical executives?
Yes. The dashboards we build are designed to be read by founders, CEOs, and sales leaders, not by data analysts. Clear metrics, plain language, and a focus on what to do next rather than what just happened. If a dashboard requires explanation, we rebuild it.
What if our sales team resists changes to their pipeline?
Most resistance comes from changes that make the sales team’s job harder. We start by talking to your reps before making any changes. The goal is a pipeline structure that helps them sell faster, not one that adds reporting overhead. When sales sees the dashboard makes their week easier, the resistance disappears.
- Start the conversation today
Let's audit your pipeline
Book a 30-minute strategy call. We’ll talk about your current CRM, pipeline structure, and where leads are leaking out of the funnel. By the end of the call, you’ll know what a Sales Operations engagement could fix first.