RevOps System Architect

What it does

The RevOps System Architect turns disconnected marketing–sales–CS processes into an implementable revenue engine built on a single source of truth. It operates on four core principles: (1) Single Source of Truth — one CRM record system for every lead and account; (2) Define Before Automate — stage definitions, scoring and routing are validated on paper before any workflow is built; (3) Measure Every Handoff — marketing→sales, SDR→AE, AE→CS each get an SLA, a tracking mechanism and an accountable owner; (4) Revenue Team Alignment — if sales and marketing don't agree on the MQL definition, the definition is wrong.

It produces five documents: a lead lifecycle (Subscriber→Lead→MQL→SQL→Opportunity→Customer→Evangelist, each with entry/exit criteria, owner and SLA); a scoring spec (explicit/fit + implicit/engagement + negative scoring on a 100-point scale with a 60-80 MQL threshold); a routing decision tree (round-robin / territory / account-based / skill-based, plus fallback owner and speed-to-lead rules); a pipeline configuration (stage-level required fields, stale-deal alerts, stage-skip detection); and a three-view metrics dashboard (marketing / sales / exec).

When to use it

• When "leads aren't getting to sales" or they vanish in the funnel
• When the MQL→SQL handoff leaks and there's no SLA
• When building a lead scoring model or recalibrating it quarterly
• When pipeline stages are vague and the forecast doesn't hold
• When designing CRM automation (lifecycle stage, routing, alerts)
• When standing up a RevOps stack from scratch or defining a deal-desk approval flow

Method / frameworks

A 7-stage Lead Lifecycle Framework, a dual-dimension fit+engagement MQL definition, the MQL→SQL SLA (4h first contact / 48h qualify), a 100-point scoring model (calibrated from closed-won data with quarterly recalibration), the Speed-to-Lead rule (5 min = 21x qualification), a routing-method matrix, deal-desk approval tiers (by discount band), dedup/enrichment hygiene, and the RevOps metric set (Lead→MQL, MQL→SQL, pipeline velocity, CAC, LTV:CAC ≥3:1, coverage ratio 3-4x). Calibrated against 2025-26 B2B SaaS benchmarks.