RevOps Audit · Revenue Operations

A revenue operations audit that finds where revenue is actually leaking between teams.

Most revenue leaks are at the seams between teams.

Marketing thinks it handed off the lead. Sales thinks marketing didn't. The CRM has neither version of the truth. Multiply across a quarter and the funnel report becomes unfalsifiable.

Discuss the engagement

What the RevOps audit covers

A RevOps audit looks at the operational layer across marketing, sales, and customer success. Where the definitions diverge between teams. Where the lifecycle stages aren't programmatically enforced. Where the routing rules misfire. Where attribution fails because the data underneath it is inconsistent.

The audit takes three to four weeks because RevOps is broader than a marketing-only audit and requires interviews with sales and CS leadership in addition to the platform read.

Output is a written document plus a workshop with the leadership team to align on the repair sequence.

Audit scope

Each of these layers gets a written assessment.

1
Definitions and lifecycle
Lead, MQL, SAL, SQL, opportunity, customer. Written definitions compared against operational behavior. The definitions that live in a deck and the ones the platforms actually enforce are usually different, which is where the data disagreements in QBRs originate.
2
Handoff integrity
MQL-to-SAL conversion rate, time-to-action SLA adherence, and the qualitative health of the handoff conversation between marketing and sales. Where the numbers break down and where the process breaks down are usually different problems.
3
Routing
Whether the routing rules account for territory changes, rep capacity, working hours, and round-robin fairness under real load. Most routing failures live at the intersection of two of these variables, not at a failure of any single rule in isolation.
4
Sync and source of truth
Field-level decisions about which system owns which data and how conflicts get resolved. Most systems have accumulated implicit source-of-truth decisions that nobody documented; the audit makes them explicit so they can be evaluated deliberately.
5
Attribution and reporting
Whether the attribution model being reported on is grounded in honest data - lead source populated by the platform, campaign membership logged consistently, lifecycle transitions that happened in the system rather than by retroactive manual import. Most attribution problems are data problems upstream of the model.
6
Forecasting cadence
Whether the pipeline data the leadership team plans against actually reflects how deals moved through the funnel, or whether manual stage changes and retroactive edits have made the forecast a political document rather than an operational one.

Audit checklist

Written lifecycle definitions with stage criteria
MQL-to-SAL conversion rate and time-to-action
Routing rule coverage by territory and capacity
Sync conflict resolution rules
Attribution model with documented logic
Forecast and pipeline reporting integrity
Customer success handoff and renewal rollup
Cross-team data ownership documentation

Frequently asked questions

QWho do you interview for a RevOps audit?+

Marketing leadership, sales leadership, sales operations, customer success leadership, and the operations layer underneath all of them.

QHow long does the audit take?+

Three to four weeks including the interviews, platform read, and the written deliverable.

QWhat's the deliverable?+

A written assessment per layer plus a sequenced repair plan and a workshop with the leadership team.

QWill you talk to sales without marketing in the room?+

Yes when it produces better signal. Cross-team interviews and individual interviews are both part of the engagement.

QCan you audit just one team's operations?+

We can: but it isn't usually a RevOps audit. Single-team audits are scoped as marketing operations or sales operations engagements.

QWill the audit cause political tension?+

Sometimes. The audit names where the seams are misaligned, which is information leadership often hasn't had in writing before. We deliver the findings constructively but honestly.

QDo you handle CS operations specifically?+

Yes: onboarding, expansion motion, churn risk, and the renewal forecast are part of the standard scope.

QWhat if we don't have a RevOps function at all?+

Common. The audit usually surfaces whether RevOps should be an internal hire, an external consultancy, or some combination.