Foundations / Project
CRM and RevOps Architecture
Most CRMs are a contact list with optimism attached. Stages mean different things to different reps, attribution is a guess, required fields are advisory, and the pipeline number in the board deck cannot be reconstructed from the underlying records. This fixes the model underneath.
The problem
Nobody can answer which channel produced last quarter's closed revenue. Deals sit in stages that describe activity rather than buyer commitment, half the fields are empty, duplicates multiply, and the reporting is rebuilt by hand in a spreadsheet every month because nobody trusts the dashboard.
WHO THIS IS FOR
- Companies whose CRM was set up quickly and never revisited
- Teams that cannot attribute pipeline to a channel or a campaign
- Anyone migrating between CRMs and unwilling to carry the mess across
- Founders who need board reporting they can defend line by line
Scope
What is included
Data model
- Object architecture across contacts, companies, deals and custom objects
- Property design with required fields that are genuinely enforced
- Association model so account-level activity is visible rather than scattered across contacts
- Naming and picklist conventions documented so the model survives contact with a growing team
Pipeline design
- Stages defined by buyer commitment rather than by internal activity
- Written exit criteria per stage, so qualified means the same thing to everyone
- Forecast categories and probability mapping that reflect your real close rates
- Loss reason taxonomy that produces usable analysis instead of price on everything
Attribution and automation
- Source and campaign attribution tracing every meeting to the account and sequence step behind it
- Lifecycle stage automation and lead routing rules
- Task and follow-up automation covering the handoffs that are currently dropped
- Integration with your sending tools so outbound activity lands in the record automatically
Reporting and hygiene
- Dashboards for pipeline, conversion by stage, channel performance and activity
- Deduplication and a cleanup pass across the existing database
- Data hygiene rules and an owner, because entropy is the default state
- SOPs and a training session for the team that will live in it
How it runs
3 phases
Audit
What exists, what is used, what is quietly ignored. Usually a third of the fields are dead and two stages mean the same thing. This phase is mostly listening to the people who actually enter the data.
Design and build
Model, stages, attribution, automation and dashboards, built in a way your team will keep to. A model nobody follows is worse than the mess it replaced, because it produces confident wrong numbers.
Migrate and train
Existing data cleaned and migrated, then training for the people who use it daily. SOPs written for the person who joins in six months.
Outcomes
What it produces
What you own at the end
It is your CRM instance, your data and your documentation throughout. Nothing depends on a partner account or on a consultant retaining admin access after handover.
Questions
About this engagement
Which CRM should we use?
Can you migrate us from another CRM?
What if our team will not keep the data clean?
Do you also connect our outbound tools?
Proof
This work in practice
$40K in closed revenue from a cold outbound system built from zero: 12 demos booked and 4 deals closed at a $10K average.
350 signups and 130 paid users in a 90-day launch sprint, starting before the product had any commercial infrastructure at all.
Often paired with
Related services
Fractional GTM Operator
Ongoing operation of the whole system: sourcing, campaigns, testing, CRM hygiene and monthly reporting, with a named owner who is accountable for the number.
Full GTM System Build
ICP, lead sourcing, sending infrastructure, sequences, LinkedIn layer, CRM and reporting, assembled as one connected system rather than six disconnected tools.
Next step
Interested in the CRM and RevOps engagement?
Start with a 30-minute discovery call. No pitch, just a clear conversation about your pipeline problem and whether this system fits it.
Typically replies within one business day