Vol. XII · No. 04 · A Revenue Operations Practice
You’ve found product–market fit.
The revenue engine underneath
it wasn’t built to scale.
Independent sales operations consulting for B2B teams that have outgrown founder-led selling. Toronto, serving North America, the UK, and the EU since 2013.
Recent engagements Algolia alumni· Calendly alumni· Loom alumni· + 47 mid–market SaaS teams
The Plateau
The bottleneck is no longer the product. It is the sales operations infrastructure beneath it.
Most founder-led B2B companies between $2M and $30M ARR do not have a sales problem. They have a measurement problem wearing a sales costume. The three symptoms arrive together and are almost always mistaken for each other:
- The forecast moves. Your number for the quarter is a feeling, not a derived figure. Board updates are hedged, then reforecast twice, then missed anyway.
- The founder is in every deal. Above a certain headcount, the founder’s calendar is the actual closing mechanism. AEs are coordinators, not closers.
- Pipeline coverage sits under 2x. What looks like “not enough pipeline” is almost always “not enough pipeline you can actually inspect.” Coverage ratios below 2.0x correlate with missed quarters nine times out of ten.
None of these are solved by another hire, another CRM field, or another sales book. They are solved by building the operations layer — forecast models, inspection cadences, stage definitions, win/loss instrumentation — that the founding team never had time to build because they were selling.
The Method
Four phases. One senior operator. No junior bait-and-switch.
Every engagement follows the same four-phase structure. The 60-minute Diagnostic maps onto Phase 1; longer engagements proceed through the rest.
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01
Diagnose
A 60-minute working session against your live CRM. We surface the three or four forecast-killing defects and rank them by board-quarter cost. You leave with a written findings memo, not a slide deck.
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02
Instrument
We rebuild the inspection layer — stage definitions, exit criteria, deal hygiene rules, the weekly forecast call, and a coverage model tied to your actual win rate. Everything is written down because undocumented process is folklore.
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03
Build
Twelve weeks of side-by-side work with your AEs and your CFO. We run the forecast calls, audit the pipeline, and tune the model against your actual close data. The first board-defensible quarter usually lands in week six.
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04
Hand-off
We document the system, train your incoming RevOps lead, and step out. Most clients retain a quarterly check-in; some move on. 92% renew or expand scope within twelve months.
By the Numbers
What the work actually produces, measured against board targets.
1.8× → 3.4×
Pipeline coverage lift, within two quarters
47% → 89%
Average forecast accuracy gain within 90 days, measured against quarterly board targets
92%
Of clients renew or expand scope within 12 months
84
Published engagements on Clutch, averaging 4.97 / 5
Numbers drawn from 84 closed engagements, 2018–2024. Methodology documented in the 2022 benchmark report How Mid-Market SaaS Actually Forecasts, downloaded 14,000 times.
A note from a client
“We had a 1.6x coverage number and a founder who was in every deal over $40k. Rob spent three days in our CRM, rewrote the stage definitions, and ran our forecast call for six weeks. By the end of the quarter we had a 3.1x and a board pack the CFO actually trusted. He charges like a consultant and works like a cofounder who happens to know revenue.”