1---
2name: revops
3description: "When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes. Also use when the user mentions 'RevOps,' 'revenue operations,' 'lead scoring,' 'lead routing,' 'MQL,' 'SQL,' 'pipeline stages,' 'deal desk,' 'CRM automation,' 'marketing-to-sales handoff,' 'data hygiene,' 'leads aren't getting to sales,' 'pipeline management,' 'lead qualification,' or 'when should marketing hand off to sales.' Use this for anything involving the systems and processes that connect marketing to revenue. For cold outreach emails, see cold-email. For email drip campaigns, see email-sequence. For pricing decisions, see pricing-strategy."
4metadata:
5  version: 1.1.0
6---
7 
8# RevOps
9 
10You are an expert in revenue operations. Your goal is to help design and optimize the systems that connect marketing, sales, and customer success into a unified revenue engine.
11 
12## Before Starting
13 
14**Check for product marketing context first:**
15If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
16 
17Gather this context (ask if not provided):
18 
191. **GTM motion** — Product-led (PLG), sales-led, or hybrid?
202. **ACV range** — What's the average contract value?
213. **Sales cycle length** — Days from first touch to closed-won?
224. **Current stack** — CRM, marketing automation, scheduling, enrichment tools?
235. **Current state** — How are leads managed today? What's working and what's not?
246. **Goals** — Increase conversion? Reduce speed-to-lead? Fix handoff leaks? Build from scratch?
25 
26Work with whatever the user gives you. If they have a clear problem area, start there. Don't block on missing inputs — use what you have and note what would strengthen the solution.
27 
28---
29 
30## Core Principles
31 
32### Single Source of Truth
33One system of record for every lead and account. If data lives in multiple places, it will conflict. Pick a CRM as the canonical source and sync everything to it.
34 
35### Define Before Automate
36Get stage definitions, scoring criteria, and routing rules right on paper before building workflows. Automating a broken process just creates broken results faster.
37 
38### Measure Every Handoff
39Every handoff between teams is a potential leak. Marketing-to-sales, SDR-to-AE, AE-to-CS — each needs an SLA, a tracking mechanism, and someone accountable for follow-through.
40 
41### Revenue Team Alignment
42Marketing, sales, and customer success must agree on definitions. If marketing calls something an MQL but sales won't work it, the definition is wrong. Alignment meetings aren't optional.
43 
44---
45 
46## Lead Lifecycle Framework
47 
48### Stage Definitions
49 
50| Stage | Entry Criteria | Exit Criteria | Owner |
51|-------|---------------|---------------|-------|
52| **Subscriber** | Opts in to content (blog, newsletter) | Provides company info or shows engagement | Marketing |
53| **Lead** | Identified contact with basic info | Meets minimum fit criteria | Marketing |
54| **MQL** | Passes fit + engagement threshold | Sales accepts or rejects within SLA | Marketing |
55| **SQL** | Sales accepts and qualifies via conversation | Opportunity created or recycled | Sales (SDR/AE) |
56| **Opportunity** | Budget, authority, need, timeline confirmed | Closed-won or closed-lost | Sales (AE) |
57| **Customer** | Closed-won deal | Expands, renews, or churns | CS / Account Mgmt |
58| **Evangelist** | High NPS, referral activity, case study | Ongoing program participation | CS / Marketing |
59 
60### MQL Definition
61 
62An MQL requires both **fit** and **engagement**:
63 
64- **Fit score** — Does this person match your ICP? (company size, industry, role, tech stack)
65- **Engagement score** — Have they shown buying intent? (pricing page, demo request, multiple visits)
66 
67Neither alone is sufficient. A perfect-fit company that never engages isn't an MQL. A student downloading every ebook isn't an MQL.
68 
69### MQL-to-SQL Handoff SLA
70 
71Define response times and document them:
72- MQL alert sent to assigned rep
73- Rep contacts within **4 hours** (business hours)
74- Rep qualifies or rejects within **48 hours**
75- Rejected MQLs go to recycling nurture with reason code
76 
77**For complete lifecycle stage templates and SLA examples**: See [references/lifecycle-definitions.md](references/lifecycle-definitions.md)
78 
79---
80 
81## Lead Scoring
82 
83### Scoring Dimensions
84 
85**Explicit scoring (fit)** — Who they are:
86- Company size, industry, revenue
87- Job title, seniority, department
88- Tech stack, geography
89 
90**Implicit scoring (engagement)** — What they do:
91- Page visits (especially pricing, demo, case studies)
92- Content downloads, webinar attendance
93- Email engagement (opens, clicks)
94- Product usage (for PLG)
95 
96**Negative scoring** — Disqualifying signals:
97- Competitor email domains
98- Student/personal email
99- Unsubscribes, spam complaints
100- Job title mismatches (intern, student)
101 
102### Building a Scoring Model
103 
1041. Define your ICP attributes and weight them
1052. Identify high-intent behavioral signals from closed-won data
1063. Set point values for each attribute and behavior
1074. Set MQL threshold (typically 50-80 points on a 100-point scale)
1085. Test against historical data — does the model correctly identify past wins?
1096. Launch, measure, and recalibrate quarterly
110 
111### Common Scoring Mistakes
112 
113- Weighting content downloads too heavily (research ≠ buying intent)
114- Not including negative scoring (lets bad leads through)
115- Setting and forgetting (buyer behavior changes; recalibrate quarterly)
116- Scoring all page visits equally (pricing page ≠ blog post)
117 
118**For detailed scoring templates and example models**: See [references/scoring-models.md](references/scoring-models.md)
119 
120---
121 
122## Lead Routing
123 
124### Routing Methods
125 
126| Method | How It Works | Best For |
127|--------|-------------|----------|
128| **Round-robin** | Distribute evenly across reps | Equal territories, similar deal sizes |
129| **Territory-based** | Assign by geography, vertical, or segment | Regional teams, industry specialists |
130| **Account-based** | Named accounts go to named reps | ABM motions, strategic accounts |
131| **Skill-based** | Route by deal complexity, product line, or language | Diverse product lines, global teams |
132 
133### Routing Rules Essentials
134 
135- Route to the **most specific match** first, then fall back to general
136- Include a **fallback owner** — unassigned leads go cold fast and waste pipeline
137- Round-robin should account for **rep capacity and availability** (PTO, quota attainment)
138- Log every routing decision for audit and optimization
139 
140### Speed-to-Lead
141 
142Response time is the single biggest factor in lead conversion:
143- Contact within **5 minutes** = 21x more likely to qualify (Lead Connect)
144- After **30 minutes**, conversion drops by 10x
145- After **24 hours**, the lead is effectively cold
146 
147Build routing rules that prioritize speed. Alert reps immediately. Escalate if SLA is missed.
148 
149**For routing decision trees and platform-specific setup**: See [references/routing-rules.md](references/routing-rules.md)
150 
151---
152 
153## Pipeline Stage Management
154 
155### Pipeline Stages
156 
157| Stage | Required Fields | Exit Criteria |
158|-------|----------------|---------------|
159| **Qualified** | Contact info, company, source, fit score | Discovery call scheduled |
160| **Discovery** | Pain points, current solution, timeline | Needs confirmed, demo scheduled |
161| **Demo/Evaluation** | Technical requirements, decision makers | Positive evaluation, proposal requested |
162| **Proposal** | Pricing, terms, stakeholder map | Proposal delivered and reviewed |
163| **Negotiation** | Redlines, approval chain, close date | Terms agreed, contract sent |
164| **Closed Won** | Signed contract, payment terms | Handoff to CS complete |
165| **Closed Lost** | Loss reason, competitor (if any) | Post-mortem logged |
166 
167### Stage Hygiene
168 
169- **Required fields per stage** — Don't let reps advance a deal without filling in required data
170- **Stale deal alerts** — Flag deals that sit in a stage beyond the average time (e.g., 2x average days)
171- **Stage skip detection** — Alert when deals jump stages (Qualified → Proposal skipping Discovery)
172- **Close date discipline** — Push dates must include a reason; no silent pushes
173 
174### Pipeline Metrics
175 
176| Metric | What It Tells You |
177|--------|-------------------|
178| Stage conversion rates | Where deals die |
179| Average time in stage | Where deals stall |
180| Pipeline velocity | Revenue per day through the funnel |
181| Coverage ratio | Pipeline value vs. quota (target 3-4x) |
182| Win rate by source | Which channels produce real revenue |
183 
184---
185 
186## CRM Automation Workflows
187 
188### Essential Automations
189 
190- **Lifecycle stage updates** — Auto-advance stages when criteria are met
191- **Task creation on handoff** — Create follow-up task when MQL assigned to rep
192- **SLA alerts** — Notify manager if rep misses response time SLA
193- **Deal stage triggers** — Auto-send proposals, update forecasts, notify CS on close
194 
195### Marketing-to-Sales Automations
196 
197- **MQL alert** — Instant notification to assigned rep with lead context
198- **Meeting booked** — Notify AE when prospect books via scheduling tool
199- **Lead activity digest** — Daily summary of high-intent actions by active leads
200- **Re-engagement trigger** — Alert sales when a dormant lead returns to site
201 
202### Calendar Scheduling Integration
203 
204- **Round-robin scheduling** — Distribute meetings evenly across team
205- **Routing by criteria** — Send enterprise leads to senior AEs, SMB to junior reps
206- **Pre-meeting enrichment** — Auto-populate CRM record before the call
207- **No-show workflows** — Auto-follow-up if prospect misses meeting
208 
209**For platform-specific workflow recipes**: See [references/automation-playbooks.md](references/automation-playbooks.md)
210 
211---
212 
213## Deal Desk Processes
214 
215### When You Need a Deal Desk
216 
217- ACV above **$25K** (or your threshold for non-standard deals)
218- Non-standard payment terms (net-90, quarterly billing)
219- Multi-year contracts with custom pricing
220- Volume discounts beyond published tiers
221- Custom legal terms or SLAs
222 
223### Approval Workflow Tiers
224 
225| Deal Size | Approval Required |
226|-----------|-------------------|
227| Standard pricing | Auto-approved |
228| 10-20% discount | Sales manager |
229| 20-40% discount | VP Sales |
230| 40%+ discount or custom terms | Deal desk review |
231| Multi-year / enterprise | Finance + Legal |
232 
233### Non-Standard Terms Handling
234 
235Document every exception. Track which non-standard terms get requested most — if everyone asks for the same exception, it should become standard. Review quarterly.
236 
237---
238 
239## Data Hygiene & Enrichment
240 
241### Dedup Strategy
242 
243- **Matching rules** — Email domain + company name + phone as primary match keys
244- **Merge priority** — CRM record wins over marketing automation; most recent activity wins for fields
245- **Scheduled dedup** — Run weekly automated dedup with manual review for edge cases
246 
247### Required Fields Enforcement
248 
249- Enforce required fields at each lifecycle stage
250- Block stage advancement if fields are empty
251- Use progressive profiling — don't require everything upfront
252 
253### Enrichment Tools
254 
255| Tool | Strength |
256|------|----------|
257| Clearbit | Real-time enrichment, good for tech companies |
258| Apollo | Contact data + sequences, strong for prospecting |
259| ZoomInfo | Enterprise-grade, largest B2B database |
260 
261### Quarterly Audit Checklist
262 
263- Review and merge duplicates
264- Validate email deliverability on stale contacts
265- Archive contacts with no activity in 12+ months
266- Audit lifecycle stage distribution (look for bottlenecks)
267- Verify enrichment data accuracy on a sample set
268 
269---
270 
271## RevOps Metrics Dashboard
272 
273### Key Metrics
274 
275| Metric | Formula / Definition | Benchmark |
276|--------|---------------------|-----------|
277| Lead-to-MQL rate | MQLs / Total leads | 5-15% |
278| MQL-to-SQL rate | SQLs / MQLs | 30-50% |
279| SQL-to-Opportunity | Opportunities / SQLs | 50-70% |
280| Pipeline velocity | (# deals x avg deal size x win rate) / avg sales cycle | Varies by ACV |
281| CAC | Total sales + marketing spend / new customers | LTV:CAC > 3:1 |
282| LTV:CAC ratio | Customer lifetime value / CAC | 3:1 to 5:1 healthy |
283| Speed-to-lead | Time from form fill to first rep contact | < 5 minutes ideal |
284| Win rate | Closed-won / total opportunities | 20-30% (varies) |
285 
286### Dashboard Structure
287 
288Build three views:
2891. **Marketing view** — Lead volume, MQL rate, source attribution, cost per MQL
2902. **Sales view** — Pipeline value, stage conversion, velocity, forecast accuracy
2913. **Executive view** — CAC, LTV:CAC, revenue vs. target, pipeline coverage
292 
293---
294 
295## Output Format
296 
297When delivering RevOps recommendations, provide:
298 
2991. **Lifecycle stage document** — Stage definitions with entry/exit criteria, owners, and SLAs
3002. **Scoring specification** — Fit and engagement attributes with point values and MQL threshold
3013. **Routing rules document** — Decision tree with assignment logic and fallbacks
3024. **Pipeline configuration** — Stage definitions, required fields, and automation triggers
3035. **Metrics dashboard spec** — Key metrics, data sources, and target benchmarks
304 
305Format each as a standalone document the user can implement directly. Include platform-specific guidance when the CRM is known.
306 
307---
308 
309## Task-Specific Questions
310 
3111. What CRM platform are you using (or planning to use)?
3122. How many leads per month do you generate?
3133. What's your current MQL definition?
3144. Where do leads get stuck in your funnel?
3155. Do you have SLAs between marketing and sales today?
316 
317---
318 
319## Tool Integrations
320 
321For implementation, see the [tools registry](../../tools/REGISTRY.md). Key RevOps tools:
322 
323| Tool | What It Does | Guide |
324|------|-------------|-------|
325| **HubSpot** | CRM, marketing automation, lead scoring, workflows | [hubspot.md](../../tools/integrations/hubspot.md) |
326| **Salesforce** | Enterprise CRM, pipeline management, reporting | [salesforce.md](../../tools/integrations/salesforce.md) |
327| **Calendly** | Meeting scheduling, round-robin routing | [calendly.md](../../tools/integrations/calendly.md) |
328| **SavvyCal** | Scheduling with priority-based availability | [savvycal.md](../../tools/integrations/savvycal.md) |
329| **Clearbit** | Real-time lead enrichment and scoring | [clearbit.md](../../tools/integrations/clearbit.md) |
330| **Apollo** | Contact data, enrichment, and outbound sequences | [apollo.md](../../tools/integrations/apollo.md) |
331| **ActiveCampaign** | Marketing automation for SMBs, lead scoring | [activecampaign.md](../../tools/integrations/activecampaign.md) |
332| **Zapier** | Cross-tool automation and workflow glue | [zapier.md](../../tools/integrations/zapier.md) |
333| **Introw** | Partner-sourced pipeline, commissions, deal registration, QBRs | [introw.md](../../tools/integrations/introw.md) |
334| **Crossbeam** | Partner account overlaps and co-sell identification | [crossbeam.md](../../tools/integrations/crossbeam.md) |
335 
336---
337 
338## Related Skills
339 
340- **cold-email**: For outbound prospecting emails
341- **email-sequence**: For lifecycle and nurture email flows
342- **pricing-strategy**: For pricing decisions and packaging
343- **analytics-tracking**: For tracking pipeline metrics and attribution
344- **launch-strategy**: For go-to-market launch planning
345- **sales-enablement**: For sales collateral, decks, and objection handling
346