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Service · Revenue Operations & Intelligence

CRM and revenue operations: one system for marketing and sales.

A CRM is only as good as the processes behind it. We develop CRM strategy, data model and pipeline processes, implement or optimise the system and make sure marketing and sales work with the same data.

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In short

CRM & Revenue Operations covers CRM strategy, selection, implementation and optimisation, CRM data models, lifecycle stages, lead routing, sales pipeline processes, integrations and training. The result is a CRM that sales uses and that gives management reliable figures. Duration: four to ten weeks.

Definition

A CRM data model is the structure in which a CRM stores information: objects such as accounts, contacts, deals and activities, their fields and relationships. A good data model contains only fields with a clear purpose.

01 · Starting point

Why many CRM roll-outs go unused.

Many companies have a CRM. Far fewer use it in a way that makes pipeline, forecast and marketing impact visible.

The reasons are well known: too many mandatory fields, pipeline stages without clear criteria, no connection to marketing and a roll-out without training. Sales maintains the bare minimum, and the important information stays in the inbox.

Revenue operations starts before the technology. First, process, definitions and data model are clarified. Then the system is set up to make daily work easier.

Typical situations

  • No CRM, sales works with spreadsheets
  • CRM in place but barely maintained
  • Marketing tool and CRM not connected
  • Pipeline stages without clear criteria
  • No reliable forecast

02 · Scope

What a CRM and RevOps roll-out includes.

  • Module 01

    CRM strategy and selection

    Requirements, system selection and roll-out plan, independent of vendors.

  • Module 02

    Data model

    Objects, fields, lifecycle stages and data quality rules.

  • Module 03

    Pipeline and routing

    Sales pipeline with stage criteria, lead routing, ownership and response times.

  • Module 04

    Automation and integrations

    Sales automation, connection of marketing automation, website, email, calendar and, where needed, ERP. Implemented with standard interfaces or Make, n8n and Zapier.

  • Module 05

    Training and operation

    Role-based training, short documentation and ongoing support on request.

03 · Approach

From requirements to a system people use.

Where a system is already in use, cleaning it up is usually cheaper than switching.

  1. 01

    Requirements

    1 week

    Workshops with sales, marketing and management on process, definitions and reporting needs.

    • Requirements catalogue
    • Process outline

  2. 02

    Data model and process

    1 to 2 weeks

    Defining objects, fields, pipeline stages and routing.

    • Data model
    • Pipeline definition
    • Routing rules

  3. 03

    Implementation

    2 to 5 weeks

    Setting up or restructuring the system, data migration and integrations.

    • Configured CRM
    • Migrated data
    • Integrations

  4. 04

    Training and launch

    1 week

    Role-based training and a supported start in daily work.

    • Training sessions
    • Short documentation

  5. 05

    Optimisation

    after 4 to 8 weeks

    Review of usage, clean-up and adjustments.

    • Usage review
    • Adjustments

04 · Deliverables

What you have in hand at the end.

Typical deliverables
DeliverableFormatEveryday use
CRM strategyDocumentA sound system and process decision
Data model and pipelineDocumentationConsistent definitions
Configured CRMLive systemDaily work in the system
IntegrationsTechnical connectionsLess manual work
Training and documentationSessions and short guideAdoption across the team

05 · Systems

Examples of systems we work with.

  • HubSpot
  • Salesforce
  • Pipedrive
  • Apollo
  • Make
  • n8n
  • Zapier
  • Google Analytics 4
  • Microsoft Power BI

Examples of systems typically used or integrated in projects of this kind. We are not tied to any vendor, receive no commissions and claim no partnerships or certifications. The choice depends on your situation.

Frequently asked

Frequently asked questions about CRM and revenue operations.

Which CRM is right for us?
That depends on team size, complexity and existing systems. HubSpot and Pipedrive often suit the Mittelstand, Salesforce complex organisations. We recommend independently and without commissions.
Can you migrate data from our old system?
Yes. We cleanse the data before migration, merge duplicates and only transfer what is needed in the new data model.
How do you connect our ERP?
Usually via standard interfaces or integration platforms. The goal is to make order data available for analysis without changing the ERP.
How do you make sure sales uses the CRM?
With few mandatory fields, automation of tedious tasks, role-based training and reports that are useful to sales itself.

Further reading

Relevant next steps.

Working together

Let's talk about where you stand.

In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.

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