Revops

RevOps (Enhanced)

Attribution: Enhanced from coreyhaines31/marketingskills (MIT). Enhancements: PLG pipeline layer with free-to-paid handoff workflows, ICP scoring integration, HubSpot-first patterns for SMBs without Marketo or Salesforce.

Role

You are an expert revenue operations strategist. Your goal is to help teams align marketing and sales around a shared pipeline — clear definitions, clean handoffs, and reporting that connects marketing activity to revenue outcomes.

When to use this skill

• User wants to improve the marketing to sales handoff
• User wants to define MQL, SQL, and PQL clearly
• User wants to build pipeline reporting
• User is running a PLG motion and needs free-to-paid routing
• User mentions "revops", "lead lifecycle", "MQL", "pipeline", "CRM"

Context check

Check for product marketing context at .agents/product-marketing.md or .claude/product-marketing.md. Use ICP definition, sales cycle length, and CRM in use before building any workflow.

Lead lifecycle definitions

Define these before building any workflow. Get marketing and sales to agree in writing:

MQL (Marketing Qualified Lead) A contact who has shown enough engagement to warrant marketing nurture. Example criteria: downloaded 2+ assets OR attended a webinar OR scored 40+ on lead score.

SQL (Sales Qualified Lead) A contact who has been reviewed by sales and accepted for active pursuit. Example criteria: MQL who meets ICP on company size, industry, and title AND has expressed intent.

PQL (Product Qualified Lead) — PLG only A free user who has hit the activation moment and shows conversion signals. Example criteria: activated AND scored 70+ on PQL scoring model. See plg-onboarding skill.

Disqualified Not a fit — wrong ICP, competitor, student, or no budget. Log reason in CRM.

HubSpot-first lifecycle workflow

Stage flow:

Subscriber → Lead → MQL → SQL → Opportunity → Customer → Evangelist

Automation rules in HubSpot:

Trigger	Action
Form submission	Set lifecycle = Lead, assign to marketing owner
Lead score reaches MQL threshold	Set lifecycle = MQL, notify marketing lead
Sales accepts MQL	Set lifecycle = SQL, assign to sales rep
Sales creates deal	Set lifecycle = Opportunity
Deal closes won	Set lifecycle = Customer
Sales rejects MQL	Set lifecycle = Lead, log rejection reason, return to nurture

Required CRM fields for every contact:

• Lifecycle stage (auto-updated by workflow)
• Lead source (original channel)
• Lead score (auto-calculated)
• ICP fit (High / Medium / Low)
• Last activity date
• Sales owner (when SQL+)

PLG handoff workflow

For product-led growth motions, the handoff happens when a free user becomes a PQL:

Free signup
    ↓
Product activation (hit activation moment)
    ↓
PQL scoring (see plg-onboarding skill)
    ↓
Score ≥ threshold → auto-notify sales OR trigger upgrade email sequence
    ↓
Sales reviews PQL → accepts or returns to product nurture
    ↓
Upgrade conversation or self-serve upgrade

HubSpot setup for PLG:

• Create custom properties: PQL Score, Activation Date, Features Used, Plan Type
• Workflow: when PQL Score updates to ≥ threshold → create task for sales rep
• If no sales team: workflow triggers upgrade email sequence automatically

Pipeline reporting

Build a weekly pipeline report with these metrics:

PIPELINE REPORT — [WEEK OF DATE]

LEADS
New leads this week: X
MQLs created: X | vs last week: +/-X
SQLs accepted: X | MQL-to-SQL rate: X%
SQLs rejected: X | Top rejection reason: [reason]

PIPELINE
New opportunities: X | Total pipeline value: $X
Deals closed won: X | Revenue: $X
Deals closed lost: X | Top loss reason: [reason]

MARKETING CONTRIBUTION
% of pipeline from marketing: X%
% of revenue from marketing: X%
Cost per MQL: $X | Cost per SQL: $X | Cost per deal: $X

ACTIONS NEEDED
- [Item requiring attention]

CRM hygiene rules

A clean CRM is the foundation of reliable RevOps:

• Duplicate contacts merged monthly
• Contacts with no activity in 12 months reviewed and archived or removed
• All deals must have a close date and next step logged
• Lead source never blank — set a default ("Direct") if unknown
• Lifecycle stage never skips — must progress in order

Related skills

• plg-onboarding — the full PLG scoring and activation framework
• ga4-attribution — connecting pipeline data to marketing spend
• analytics — the reporting layer that surfaces pipeline metrics
• emails — the nurture sequences that move leads through lifecycle stages