Service · RevOps
One version of the truth across sales, marketing and success
Revenue Operations aligns your go-to-market teams around shared processes, shared data, and shared goals — with Pipedrive as the single source of truth for all of it.
Pipedrive Authorised Partner
Go-to-market teams
Marketing
CampaignsLeads generatedAttribution
Sales
PipelineDeals closedForecast
Success
RetentionRenewalsExpansion
RevOps layerAligned
MQL→SQLHandoff rate
Win %Conversion
NRRNet retention
Pipedrive — single source of truthConnected
Pipeline dataLead routingForecastingInsightsAutomations
The problem RevOps solves
Revenue is unpredictable when
your teams are working from different data.
Marketing counts leads one way. Sales counts pipeline another way. Customer success tracks renewals in a spreadsheet. Leadership asks for a forecast and gets three different numbers depending on who they ask. Nobody is being dishonest — the data is just fragmented, the definitions are inconsistent, and the systems do not talk to each other properly.
Revenue Operations fixes the plumbing. It aligns your teams around shared definitions, shared processes, and a single system of record — so marketing can see what happens to the leads it generates, sales can see the full context of every deal, and leadership can forecast with genuine confidence.
The three-team alignment model
Marketing, sales, and customer success
working from the same playbook.
RevOps is not about merging three teams into one. It is about giving each team a clearly defined role in the revenue process — with agreed handoff points, shared definitions, and a Pipedrive setup that enforces the process without anyone having to police it manually.
MarketingFindGenerates awareness and leads. Responsible for ICP-fit leads entering the pipeline. Measured on lead quality, not just lead volume.
MQL definition agreed with sales
Lead source tagged in Pipedrive on entry
Campaign-to-pipeline attribution tracked
SalesWinQualifies and closes pipeline. Responsible for deal velocity, conversion rates, and clean handover to customer success after the close.
SQL criteria and stage gates defined
Pipeline stages and win probability calibrated
Won deal handover automated in Pipedrive
Customer SuccessKeepRetains and grows existing revenue. Responsible for renewal rates, expansion, and feeding client health signals back into the pipeline.
Retention pipeline in Pipedrive alongside sales
Renewal dates and health scores tracked
Expansion opportunities flagged as new deals
What we build
Every component of a
functioning revenue operation.
1
Revenue process audit and redesignWe map how leads, deals, and customers move through your business today — including where things stall, get counted differently by different teams, or fall through the gap between marketing and sales. The audit produces a clear picture of what to fix before we build anything.
End-to-end revenue process map with friction points identified
Shared definition of MQL, SQL, and customer agreed across teams
Handoff process redesigned to eliminate lead drop-off
2
Pipedrive pipeline architecture for RevOpsRevOps requires more than one pipeline. We build a multi-pipeline architecture in Pipedrive — new business, customer retention, and expansion — each with the right stage gates, probability weightings, and data fields to give leadership a complete view of revenue at every stage.
New business pipeline with ICP qualification gates
Retention pipeline for renewals and contract management
Expansion pipeline for upsell and cross-sell opportunities
All three visible in a single leadership dashboard
3
Lead routing, scoring, and handoff automationWe define what a qualified lead looks like, build the scoring criteria in Pipedrive, and automate the handoff from marketing to sales — so the right rep gets the right lead at the right time without a manager having to make manual decisions every day.
ICP scoring criteria built into Pipedrive deal fields
Lead routing automation based on source, sector, and value
MQL-to-SQL handoff trigger with full context passed to sales rep
SLA enforcement — uncontacted leads escalated automatically
4
Forecasting framework and revenue visibilityReliable forecasting requires clean pipeline data, calibrated win probabilities, and a reporting structure leadership can trust. We build this in Pipedrive Insights — so the forecast number is based on actual deal data, not optimistic rep estimates.
Win probability calibrated per stage based on historical close rates
Weighted pipeline forecast built in Pipedrive Insights
Deal velocity reporting showing average time at each stage
Monthly and quarterly revenue forecast dashboards for leadership
5
KPI definition and dashboard buildWe work with your leadership team to agree on the metrics that actually matter — not a list of every number Pipedrive can produce, but the five to ten KPIs that tell you whether your revenue operation is healthy. Then we build the dashboards that surface them clearly.
KPI framework agreed with sales, marketing, and CS leadership
Executive dashboard: pipeline health, forecast, win rate, churn risk
Team dashboards: rep activity, deal velocity, conversion by stage
Marketing dashboard: lead source, MQL volume, campaign-to-pipeline
6
Cross-team alignment and ongoing optimisationRevOps is not a one-time project. We run structured alignment sessions with your teams, then offer a quarterly review retainer to refine the model as the business grows — adjusting KPIs, pipeline stages, and automations as the revenue operation matures.
Alignment workshop with sales, marketing, and CS leads
Shared RevOps playbook documenting processes and definitions
Quarterly Pipedrive health review and optimisation
The metrics that matter
What a healthy revenue operation
actually looks like in Pipedrive.
RevOps produces a specific set of metrics that, when tracked together, give leadership a complete picture of revenue health. Here are the ones we build into every Pipedrive RevOps engagement.
Lead qualityMQL to SQL conversion rateWhat percentage of marketing qualified leads are accepted by sales as worth pursuing. Low conversion signals an ICP or messaging problem.
Pipeline healthDeal velocityAverage time a deal spends in each pipeline stage. Slowing velocity at a specific stage reveals a process bottleneck that needs fixing.
ForecastingWeighted pipeline valueTotal pipeline value multiplied by stage probability. The most reliable forecast number when win probabilities are calibrated to real close rates.
Sales efficiencyWin rate by sourceWhich lead sources produce the highest close rates. Tells you where to put more budget and where to stop spending.
RetentionNet Revenue RetentionRevenue retained from existing customers including expansion, minus churn. The single most important metric for businesses with recurring revenue.
ActivityActivities per deal per stageHow many calls, emails, and meetings are happening at each pipeline stage. Low activity at a late stage usually predicts a deal that is about to go quiet.
How we work
Diagnose first.
Then design and build.
RevOps work that starts with solutions before understanding the problem almost always misses the point. We spend time with your teams, understand how revenue actually flows today, and build from there.
1
Revenue process auditWe map how leads, deals, and customers move through your business today — including where things stall, get lost, or get counted differently by different teams. No assumptions, no pre-built templates.Weeks 1 to 2
2
Alignment workshopWe bring your sales, marketing, and customer success leads together to agree on shared definitions, handoff points, and what good looks like at each stage. The output is a shared RevOps playbook.Week 3
3
Process and Pipedrive designWe design the new processes, pipeline architecture, reporting structure, and automation logic in Pipedrive. You review and approve the design before anything is built in the live environment.Weeks 3 to 4
4
Build and configure in PipedriveWe implement the full RevOps setup — multi-pipeline architecture, lead routing automations, scoring criteria, Insights dashboards, and the quarterly review framework. Tested before go-live.Weeks 5 to 8
5
First-cycle review and ongoing retainerAfter the first full revenue cycle we review performance against the KPIs, identify what needs refining, and adjust. Most clients then move to a quarterly review retainer so the system stays current as the business grows.Ongoing
Common questions
Questions about
RevOps and Pipedrive
What exactly is Revenue Operations?▼
Revenue Operations is the function that aligns sales, marketing, and customer success around shared processes, data, and goals. It removes the friction between teams, improves forecasting accuracy, and ensures your CRM gives you a reliable picture of revenue at any point in time. In a Pipedrive context, RevOps means every team is working from the same pipeline data, using the same definitions, and feeding information into the same reporting structure.
Do we need a dedicated RevOps hire internally?▼
No. Many of our clients do not have a dedicated RevOps hire. We can act as your RevOps function on a retainer basis, or build the infrastructure and hand it to an existing team member to maintain. What you do need is a point of contact with authority over Pipedrive and the ability to get time from your sales, marketing, and CS leads for the alignment workshop. Without that, the process design is built in a vacuum.
Which Pipedrive plan does RevOps require?▼
RevOps on Pipedrive typically requires the Professional plan or higher. Professional unlocks multiple pipelines, the full Insights reporting suite, revenue forecasting, automations, and team management — all of which are needed for a proper RevOps setup. Power and Enterprise add project management and custom onboarding for larger teams. We will recommend the right tier as part of scoping and help with pricing as an Authorised Partner.
We already have Pipedrive. Does RevOps mean rebuilding everything?▼
Not necessarily. We start with an audit of what you have and build on what is working. Often the Pipedrive setup is reasonable but the process around it is broken — teams are not following the stages, definitions are inconsistent, or reporting is not being used. We fix the root cause rather than rebuilding everything from scratch. In some cases a clean rebuild is faster than fixing years of accumulated clutter, but that is a conversation we have after the audit.
How long does a RevOps engagement take?▼
An initial RevOps engagement — covering the audit, alignment workshop, process design, and Pipedrive build — typically takes six to ten weeks. Timeline depends on the complexity of your current setup and how many teams are involved. Ongoing retainer work continues quarterly after the initial build. We scope everything clearly upfront.
What does success look like after a RevOps engagement?▼
Sales, marketing, and customer success are working from the same data and the same definitions. Leads flow cleanly from first touch to close to renewal without dropping. Leadership can forecast with genuine confidence because the pipeline data in Pipedrive reflects reality. And the quarterly review process means the system gets better over time rather than degrading as the business changes.
What you end up with
A revenue operation where
every team is pulling in the same direction.
Revenue becomes predictable when the data is clean, the definitions are shared, and the process is enforced by the system rather than by people policing each other.
Marketing, sales, and customer success working from the same Pipedrive data with shared definitions and agreed handoff points
A forecasting model leadership can trust — weighted pipeline built on calibrated win probabilities, not optimistic rep estimates
Lead routing and scoring automation so the right rep gets the right lead without a manager making manual decisions every day
Pipedrive Insights dashboards surfacing the five to ten metrics that tell you whether your revenue operation is healthy
A quarterly review process so the system improves over time rather than degrading as the business changes
Want to see what this looks like for your sector?
We'll map your current setup, identify where things are breaking down, and show you what a proper system looks like.
