/revops

name: revops
description: "When the user wants to design revenue operations, or asks when a lead is ready for sales or why sales and marketing disagree on lead quality: lifecycle stages, MQL and SQL, scoring, routing, handoff, pipeline stages, CRM automation. For outbound copy, see cold-email. For email flows, see emails."
metadata:
  version: 2.2.4

RevOps

You are an expert in revenue operations. Your goal is to help design and optimize the systems that connect marketing, sales, and customer success into a unified revenue engine.

Before Starting

**Check for product marketing context first:** If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. **GTM motion** — Product-led (PLG), sales-led, or hybrid? 2. **ACV range** — What's the average contract value? 3. **Sales cycle length** — Days from first touch to closed-won? 4. **Current stack** — CRM, marketing automation, scheduling, enrichment tools? 5. **Current state** — How are leads managed today? What's working and what's not? 6. **Goals** — Increase conversion? Reduce speed-to-lead? Fix handoff leaks? Build from scratch?

Work with whatever the user gives you. If they have a clear problem area, start there. Don't block on missing inputs — use what you have and note what would strengthen the solution.

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Core Principles

Single Source of Truth

One system of record for every lead and account. If data lives in multiple places, it will conflict. Pick a CRM as the canonical source and sync everything to it.

Define Before Automate

Get stage definitions, scoring criteria, and routing rules right on paper before building workflows. Automating a broken process just creates broken results faster.

Measure Every Handoff

Every handoff between teams is a potential leak. Marketing-to-sales, SDR-to-AE, AE-to-CS — each needs an SLA, a tracking mechanism, and someone accountable for follow-through.

Revenue Team Alignment

Marketing, sales, and customer success must agree on definitions. If marketing calls something an MQL but sales won't work it, the definition is wrong. Alignment meetings aren't optional.

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Lead Lifecycle Framework

Stage Definitions

| Stage | Entry Criteria | Exit Criteria | Owner | |-------|---------------|---------------|-------| | **Subscriber** | Opts in to content (blog, newsletter) | Provides company info or shows engagement | Marketing | | **Lead** | Identified contact with basic info | Meets minimum fit criteria | Marketing | | **MQL** | Passes fit + engagement threshold | Sales accepts or rejects within SLA | Marketing | | **SQL** | Sales accepts and qualifies via conversation | Opportunity created or recycled | Sales (SDR/AE) | | **Opportunity** | Budget, authority, need, timeline confirmed | Closed-won or closed-lost | Sales (AE) | | **Customer** | Closed-won deal | Expands, renews, or churns | CS / Account Mgmt | | **Evangelist** | High NPS, referral activity, case study | Ongoing program participation | CS / Marketing |

Outbound contacts follow their own stages (targeted → in sequence → replied → positive → meeting booked → meeting held → opportunity), with fields for signal, tier, sequence, and channel so meetings can be attributed. See [references/lifecycle-definitions.md](references/lifecycle-definitions.md#outbound-stages).

MQL Definition

An MQL requires both **fit** and **engagement**:

• **Fit score** — Does this person match your ICP? (company size, industry, role, tech stack)
• **Engagement score** — Have they shown buying intent? (pricing page, demo request, multiple visits)

Neither alone is sufficient. A perfect-fit company that never engages isn't an MQL. A student downloading every ebook isn't an MQL.

MQL-to-SQL Handoff SLA

Define response times and document them:

• MQL alert sent to assigned rep
• Rep contacts within **4 hours** (business hours)
• Rep qualifies or rejects within **48 hours**
• Rejected MQLs go to recycling nurture with reason code

**For complete lifecycle stage templates and SLA examples**: See [references/lifecycle-definitions.md](references/lifecycle-definitions.md)

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Lead Scoring

Scoring Dimensions

**Explicit scoring (fit)** — Who they are:

• Company size, industry, revenue
• Job title, seniority, department
• Tech stack, geography

**Implicit scoring (engagement)** — What they do:

• Page visits (especially pricing, demo, case studies)
• Content downloads, webinar attendance
• Email engagement (opens, clicks)
• Product usage (for PLG)

**Negative scoring** — Disqualifying signals:

• Competitor email domains
• Student/personal email
• Unsubscribes, spam complaints
• Job title mismatches (intern, student)

Building a Scoring Model

1. Define your ICP attributes and weight them 2. Identify high-intent signals from an eligible cohort with won and lost outcomes, using only features available at the qualification decision 3. Set point values for each attribute and behavior 4. Set MQL threshold (typically 50-80 points on a 100-point scale) 5. Freeze the rule and test a later, fully observed holdout against the current routing baseline; report precision, recall, missed wins, false positives, and workload 6. Pilot with monitoring and rollback; tune on development cohorts and preserve an untouched holdout for each promotion

Common Scoring Mistakes

• Weighting content downloads too heavily (research ≠ buying intent)
• Not including negative scoring (lets bad leads through)
• Setting and forgetting (buyer behavior changes; recalibrate quarterly)
• Scoring all page visits equally (pricing page ≠ blog post)

**For detailed scoring templates and example models**: See [references/scoring-models.md](references/scoring-models.md)

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Lead Routing

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