Revenue Operating System from Zero

The GTM infrastructure behind $159.4M in influenced pipeline.

Executive marketing leadership
RevOps and pipeline accountability

Revenue funnel KPI dictionary with four stages: awareness, qualification, pipeline, revenue. — Fig. 30Revenue funnel KPI dictionary · REV-KPI-17

TLDR · 90 seconds

$159.4M

marketing-influenced pipeline

$52.5M

net-new revenue contribution

$25M+

margin contribution

What it proves

I can operate at VP of Marketing & GTM and acting-CMO altitude while building the RevOps mechanics underneath the strategy.

01The problem
Marketing, sales, CRM, attribution, and reporting were not operating as one revenue system. Leadership needed pipeline truth, not activity summaries.
02What I built
I built the operating layer: lifecycle definitions, attribution logic, 35+ KPI funnel architecture, reverse-funnel math, close-date movement tracking, CRM and data governance, executive dashboards, and a board-ready reporting cadence.
03What changed
Pipeline influence, source quality, funnel movement, sales follow-through, and investment needs became easier to inspect from one shared system.
04Why it mattered
Marketing earned credibility as revenue infrastructure because the work could be measured, challenged, and improved.
05What it proves
I can operate at VP of Marketing & GTM and acting-CMO altitude while building the RevOps mechanics underneath the strategy.

Proof

$159.4Mmarketing-influenced pipelineGTM infrastructure built from zero
$52.5Mnet-new revenue contributionGTM strategy, demand generation, sales enablement
$25M+margin contributionrevenue infrastructure ROI with attribution discipline
35+KPI revenue funnel frameworkawareness through revenue with unit economics
+400%CRM data completenessdata governance program

Systems built

Lifecycle definitions and disposition codes
Multi-touch attribution with hidden-field capture
35+ KPI revenue funnel framework
Reverse-funnel capacity planning
Close-date movement and ghost-pipeline inspection
Board-ready monthly and quarterly reporting cadence

Scope

Lifecycle definitions → attribution → 35+ KPI framework → reverse-funnel math → close-date movement → executive reporting cadence.

Stack

CRM (Zoho/Salesforce concepts) • Dashboards • GA4 • Reporting

Governance

Lifecycle definitions • disposition codes • change control • weekly operating review

Artifacts

Pages from the work. Redacted where it has to be.

CRM lead lifecycle definitions map from visitor through closed-won, with stage owners and required fields. — Fig. 31CRM lead lifecycle · LC-13-DFN

Reverse funnel capacity planner with quota, conversion-rate inputs, and required volumes back-calculated. — Fig. 32Reverse funnel capacity planner · Fig. 16

Governance notes

Pipeline figure approved with context, no raw opportunity rows in public artifacts
Lifecycle definitions versioned, change control logged
Board-ready reporting stays private; only the system narrative is public

In the interview

I treat the revenue funnel as one inspectable system. If a number cannot be questioned, it cannot be improved.

Long form

A written walk-through of this one, in full.

Read it

In a working session

A walk-through is the better unit. I will show redacted artifacts: process maps, KPI dictionaries, reporting packs, automation logs.

CONFIDENTIAL

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