A structured assessment of your revenue engine, delivered in one to three weeks, ending in a prioritized fix list you can execute with or without us.
A RevOps audit is an evidence-based review of how your revenue engine actually works: the systems, the process, the funnel numbers, and the go-to-market execution on top of them. It answers three questions most leadership teams cannot answer from inside the building. Why does the forecast miss? Why do sales, marketing, and CS report different numbers? What should be fixed first?
Revenue Systems Group runs these for growth-stage B2B SaaS companies, typically between $5M and $50M ARR.
Who this is for
- A new CRO or VP of Sales inherited a CRM nobody can explain
- The forecast has missed by more than 15 percent for two consecutive quarters
- Board reporting standards rose after a raise and the numbers do not hold together
- A CRM migration or rebuild is on the table and you do not want to move a broken model
- Sales and marketing alignment is a recurring agenda item instead of a solved problem
If none of those apply and the system mostly works, you do not need an audit. You need an admin.
What the diagnostic covers
1. Revenue systems and data model. Every object, pipeline, stage, and property in the CRM, with actual usage rates. Lifecycle stage and lead status definitions, and whether the system enforces them or just displays them. Association logic between contacts, companies, and deals. Ownership and permissions. Output is a map of what exists versus what the business needs.
2. Revenue process analysis. We trace a record from first touch to renewal and document every handoff: MQL to SQL, SQL to opportunity, closed-won to onboarding, onboarding to CS. For each: what triggers it, who owns it, what the SLA is, and what happens when nobody acts. Interviews with 6 to 12 people across marketing, sales, CS, and finance, to find where the documented process and the actual process diverge.
3. Funnel performance assessment. Stage-to-stage conversion, time-in-stage distributions, win rates by segment and source, cycle length by deal size. Any stage converting above 95 percent or below 2 percent is either automatic or fictional. A bimodal time-in-stage chart usually means two motions are running through one pipeline.
4. Reporting reconciliation. We take one number, such as pipeline created last quarter, and pull it from the CRM, the marketing platform, the BI tool, and the finance model, then document exactly why they disagree. It is almost always three or four definitional issues: what counts as a new deal, when the create date is set, how reopened deals are handled, and which filters each team applies.
5. Go-to-market audit. Segmentation, territory and routing logic, the ICP as written versus the ICP as closed, comp mechanics that shape rep behavior in the CRM, and the full stack: every tool touching revenue data, what it costs, who owns it, and what silently fails.
What you get
- Findings report. Each problem with evidence: screenshots, record counts, examples. No adjectives without a number behind them.
- Prioritized fix list. Every item rated for effort and impact so leadership can sequence.
- Target-state design. What the CRM, lifecycle model, and reporting layer should look like for your motion.
- Sequenced roadmap. Split into what your team can do internally and what needs outside help.
- Leadership readout. One working session to walk findings and make the definitional decisions that block everything else.
Timeline
One to three weeks depending on company size, number of systems, and business unit count. Requires 3 to 5 hours per week from a client-side decision maker.
What happens next
Most clients use the roadmap to scope a build engagement, whether a CRM rebuild or a HubSpot rebuild. Some use it to hire a RevOps lead with a clear mandate. Both are fine outcomes. The roadmap is written to be usable either way.
Frequently asked questions
- What is the difference between a RevOps audit and a HubSpot audit?
- A HubSpot audit covers the portal: properties, workflows, permissions, integrations. A RevOps audit covers the revenue engine the portal supports: process, funnel performance, cross-team definitions, and go-to-market execution. The first tells you the tool is messy. The second tells you why the numbers are wrong.
- How long does a revenue operations diagnostic take?
- One to three weeks for a company between $5M and $50M ARR.
- Who needs to be involved from our side?
- One executive sponsor who can make definitional calls, plus 6 to 12 interviewees across marketing, sales, CS, and finance. Admin access to the CRM and reporting tools.
- Can we run a RevOps audit ourselves?
- The data pulls, yes. The hard part is getting marketing, sales, and finance to agree on definitions, and that usually needs someone outside the org chart. Our lifecycle audit guide covers the version you can run internally.
- What happens after the audit?
- You get a roadmap you can execute with your own team, another partner, or us. There is no obligation to continue.