Something in your revenue system is broken.
Sapwood is a revenue operations and go-to-market engineering shop. We help orgs like yours determine what is broken, and how to fix it most effectively.
Which of these are true?
What we would do about it
One record per company, stage criteria with real exit conditions, and creation rules that block duplicates instead of merging them every Friday.
148,000 records corrected →One definition per number, written down, dashboards rebuilt on top of them, and a forecast methodology with a cadence that runs on it.
Forecast accuracy up 18 points →Campaign taxonomy rebuilt and the marketing to sales handoff repaired, so revenue traces back to what produced it.
$10M given a source →Every signal the business already produces, weighted against what closed and delivered per rep, so first touch happens in hours.
Lead to qualified, 2% to 14% →The tools you already license finished, connected, and wired into the work reps actually do.
Six tools in production →Sapwood owns the revenue system on a retainer, or builds the rubric and runs the technical screen when you are ready to hire for it.
How the retainer works →Lifecycle, pricing and renewal mechanics, and health scoring on real usage so churn stops arriving at the renewal.
Churn from 20% to 8% →What the models say when a buyer asks, who gets named instead, and the structured content that corrects it.
Named correctly day one →The work pages show the state each system was in, what got built, and the number it moved. Worth ten minutes before you talk to anyone, including us.
What it costs to deal with this
Forrester puts aligned revenue teams at 36% more revenue growth and up to 28% more profitability than siloed ones. The gap compounds quietly.
A permanent owner, after a three to five month search and a ramp. Right answer eventually, slow answer now.
Configuration of the platform they sell you. Scope ends at go live.
Read-only access, a written report with every gap ranked by what it costs. Yours whether you continue or not.
One operator owning the revenue system, up to 15 hours a week, Kaypo included.
Deal scoring on its own, $99 a month. Every point traceable to something that happened.
Schedule a free diagnostic. We go through what you picked, read the systems ourselves, and come back with what is worth fixing first and what it costs to leave alone.
Schedule a free diagnosticRevenue operations, answered
The questions people ask before they ask about us.
Is the Sapwood diagnostic really free?
Yes. Read-only access, a written report with every gap ranked by what it costs a year, and it is yours whether or not you continue. No card, no call required first.
What does RevOps consulting cost at Sapwood?
The retainer is $2,000 a month, Kaypo deal scoring included. Anything outside the usual scope is agreed with you first, at no separate rate. Kaypo is $99 a month on its own, and free with the retainer.
What access do you need?
Read-only. Nothing is written, changed or deleted. Any build is staged in a sandbox and you sign off before it reaches production.
What is revenue operations?
The function that owns the data, systems and process connecting marketing, sales and customer success. In practice that means the CRM, the pipeline stages, routing rules, reporting, the attribution model and the forecast.
What does a RevOps team actually do day to day?
Maintains the data model and field usage, enforces stage criteria, fixes routing, builds and maintains reporting, runs the forecast process, integrates the tools, and arbitrates when two teams define the same number differently.
When does a company need RevOps?
Usually between 40 and 150 people, or when a second go-to-market team is added. The trigger is not headcount, it is the first time two teams report different numbers for the same thing and nobody can say which is right.
What is the difference between RevOps and sales ops?
Sales ops serves the sales team. RevOps owns the system across marketing, sales and customer success, including the definitions that all three share. Sales ops is a subset.
Should we hire a RevOps person or bring in a consultant?
Hire when the work is continuous and somebody will own it daily. Bring in a consultant when the problem is finite and needs an end date. Most teams need the second first, because a new hire cannot scope the job until somebody has read the systems.
What does a RevOps hire cost?
Between $165,000 and $200,000 fully loaded for a mid to senior operator in most US markets, plus a three to five month search and a ramp before they change anything.
What is fractional RevOps?
A part time revenue operations function bought monthly instead of hired. You get the judgment without the salary, the search or the ramp.
What is a RevOps audit and what should it produce?
A read of the CRM, stack, attribution and reporting that ends in a written document: what is broken, what it costs, and what order to fix it in. If it produces a slide deck and a proposal instead, it was a sales call.
How do I know if our CRM data is bad?
Count duplicate companies, records with no owner, and opportunities with no source. If any of the three is above roughly ten percent, reporting built on that data is decorative.
What is the cheapest way to clean up CRM data?
Fix what lets bad data in before you clean what is already there. Creation rules, matching rules and required fields first, then a one time merge. Cleaning without governance buys you about a quarter.
Why is our sales forecast always wrong?
Usually four causes: stages that mean different things to different reps, close dates that slip with no consequence, no historical conversion rate by stage, and managers adjusting the number without recording why.
How long should a CRM rebuild take?
A focused rebuild of the data model, stages, routing and deduplication is typically three to four weeks in a sandbox, then a defined deployment window. Anything quoted at several months usually includes a discovery phase you could have bought as an audit.
What is marketing attribution and why does it break?
Connecting closed revenue back to what produced it. It breaks when campaign naming is inconsistent, when the handoff between marketing and sales loses the source, or when the model was never agreed by both teams in the first place.
Salesforce or HubSpot for a small or mid market team?
For most B2B companies under about 100 people HubSpot is faster to implement, cheaper to administer and usable without a dedicated admin. Salesforce wins with complex products, multi-entity structures, heavy custom objects, or an existing admin on staff.
Do we need a dedicated Salesforce admin?
If you are on Salesforce with more than about 25 users, yes, or a fractional equivalent. Salesforce assumes an administrator exists. Without one, configuration drifts within months.
How do you measure whether RevOps is working?
Forecast accuracy against actuals, stage conversion rates, speed to first touch, duplicate rate, percentage of revenue with a traceable source, and how long it takes to answer a new question with data.
What is deal scoring and how is it different from lead scoring?
Lead scoring ranks people by demographic and engagement, usually weighted once and never revisited. Deal scoring ranks open opportunities by what buyers actually do, weighted against deals you already closed.
What is AI answer visibility?
What ChatGPT, Claude, Perplexity and AI Overviews say about your company when a buyer asks. It is driven by structured content and consistent facts across the web, not by traditional backlinks alone.
Does RevOps actually increase revenue?
Forrester found that companies aligning people, process and technology across revenue teams see 36 percent more revenue growth and up to 28 percent more profitability than siloed organizations. The mechanism is fewer leaks, not more leads.
What tools does a small B2B team actually need?
A CRM, one enrichment source, one engagement tool, one reporting layer, and something that captures conversations. Most teams own more than that and use less than that.
Can you work with a team that has no ops person at all?
That is the usual case. If nobody in the building has RevOps in their title, the system has been maintained by whoever had time, and that is exactly what the diagnostic is for.