Insights

    Revenue Operations Checklist for SMBs

    Portrait of Andrew RadosevichAndrew RadosevichFebruary 25, 20267 min read

    Revenue operations (RevOps) aligns sales, marketing, and customer success around shared data, processes, and accountability. For $5–15M businesses, the RevOps foundation includes: clean CRM with enforced stage definitions, lead qualification and handoff process, pipeline management with forecasting, and a revenue dashboard tracking CAC, conversion rates, and pipeline velocity. Most SMBs don't need a RevOps team, they need the system installed correctly.

    CRM Governance

    Your CRM is only useful if the data is clean. Essentials: (1) Required fields at each stage (no advancing without data). (2) Stage definitions with clear exit criteria. (3) Activity logging standards. (4) Regular data hygiene reviews (monthly). (5) Integration with marketing tools for attribution. If your sales team calls the CRM a 'waste of time,' the problem is governance, not the tool.

    Pipeline Stage Definitions

    Define 5–7 stages with clear exit criteria. Example: (1) Lead: Contact identified, not yet qualified. (2) Qualified: Meets ICP, has budget/authority/need/timeline. (3) Discovery: Had a substantive conversation, needs are documented. (4) Proposal: Solution and pricing presented. (5) Negotiation: Terms being discussed. (6) Closed Won/Lost. Every stage transition should require specific data entry. That is what makes forecasting possible.

    Lead Handoff Process

    The marketing-to-sales handoff is where most pipeline leaks. Define: (1) What qualifies as a Marketing Qualified Lead (MQL)? (2) What qualifies as a Sales Qualified Lead (SQL)? (3) What's the SLA for sales follow-up (e.g., 4 hours)? (4) What happens to leads that don't convert (recycle to marketing)? (5) How is handoff measured (response time, conversion rate)? Write it down. Make it visible. Review it weekly.

    Revenue Dashboard

    Your revenue dashboard should show: pipeline value by stage, weighted forecast, conversion rates stage-to-stage, average deal velocity, CAC by channel/source, and trailing revenue trend (weekly/monthly). Review weekly in the revenue team meeting. The goal: leadership can forecast the next 90 days with reasonable confidence.

    Common questions

    Do I need a dedicated RevOps person?

    At $5–15M, probably not full-time. You need the system installed correctly (a CMO/CRO can do this), then someone to maintain it, often a marketing coordinator or sales ops person with the right training.

    What CRM should I use?

    HubSpot is the most common choice for $5–15M businesses, a good balance of capability and usability. Salesforce if you need heavy customization. Pipedrive for simpler sales motions. The tool matters less than the governance around it.

    How long does it take to build a RevOps foundation?

    30–90 days for the core system: CRM cleanup, stage definitions, handoff process, and dashboard. Expect another 60–90 days for the team to build the habit of using it consistently.

    Portrait of Andrew Radosevich, Founder of Radosevich Advisory Group

    Andrew Radosevich

    Founder and Managing Principal of Radosevich Advisory Group. Former private equity operator. Installs production AI inside operating companies.

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