Rebuilding Revenue Operations for a Growth-Stage B2B SaaS Company

Client: Growth-stage B2B SaaS company, from $17M to $26M ARR

When I joined this engagement, the company's pipeline had a trust problem. There was no shared definition of what counted as a qualified opportunity, which meant sales, marketing, and leadership were often working from three different pictures of the same pipeline. Reporting looked healthy on the surface, but it was inflated with unqualified opportunities that never had a real shot at closing.

I worked alongside the CRO, CFO, and VP of Growth Marketing to rebuild the revenue engine from discovery call to closed deal.

Working with the VP of Growth Marketing, I anonymized and aggregated discovery call transcripts. I analyzed that data to identify patterns in what actually predicted a deal moving forward, focusing on pain points, urgency signals, budget ranges, titles, and industries.

We compared this against which discovery calls converted to real opportunities and verbal commitments. That analysis became the foundation for a full outbound overhaul in Clay, which drove a 34% increase in qualified sales-accepted opportunities within four months.

Outbound and Qualification

On the revenue reporting side, I worked with the CFO and CRO to fix the root issue: opportunities were being created too early, before a salesperson had actually validated the lead. We changed the process so an opportunity was only created after a rep approved a qualified discovery call.

This was the right fix, but it meant pipeline volume would initially look smaller under the new definition, so we paired the process change with a clear narrative for leadership and timed it alongside the new outbound strategy so the numbers told a coherent story rather than raising alarm.

Once the process was fixed, the reporting followed. I rebuilt their dashboards to reflect the new definitions, with particular focus on sales performance reporting.

Pipeline Integrity & Reporting

Systems

I also rebuilt the systems layer to support the new process. Salesforce activity tracking was automated through Outreach.

Clay was configured to flag buying intent and automatically route qualified leads into personalized sequences, after passing through lead routing and de-duplication logic in Salesforce.

If your pipeline reporting doesn't match what your sales team sees on the ground, that gap is costing you more than you think. Book a free 30-minute call and we'll talk through what's actually happening in your funnel.