RevOps, measured.
Playbooks, opinions, and explainers on attribution, funnel analytics, and building a revenue operation that runs on one source of truth.
GoHighLevel for B2B: what RevOps teams should know before adopting it
GoHighLevel is the sleeper CRM for B2B agencies and SMB services. Here's where it shines, where it breaks down, and what RevOps teams should know before betting the stack on it.
Unifying Google Ads, Meta, and LinkedIn spend with your CRM: a RevOps guide
A practical guide to stitching ad platform spend with CRM revenue data — including the joins that break, the costs that hide, and the architecture options that actually work.
HubSpot vs Salesforce for mid-market RevOps teams: a practical comparison
Not a features checklist — a RevOps-first comparison of how HubSpot and Salesforce actually behave day-to-day at mid-market companies, with a clear recommendation.
Win rate by channel: the hidden metric that reveals your marketing ROI
Aggregate win rate hides the truth. Win rate per channel shows which channels actually deliver customers who close — and which ones are burning cycles.
Funnel stages that actually predict revenue (and the ones that don't)
Most RevOps teams track the wrong funnel stages. Here's which stages are leading indicators for revenue, which are vanity, and why MQL should probably die.
Why your attribution numbers don't add up (and 5 fixes that actually work)
Attribution reports that don't reconcile are almost never a model problem — they're a data problem. Here are the five most common data hygiene failures and how to fix them.
First-touch vs last-touch vs multi-touch: which attribution model is right for you?
A comparison-style guide to first-touch, last-touch, and multi-touch attribution — when each fits, where each fails, and why single-touch is malpractice in B2B.
Booked vs invoiced vs recognized revenue: what SaaS RevOps teams need to know
Three revenue numbers that everyone uses interchangeably and shouldn't. Here's what each one means, where they diverge, and why finance and RevOps keep talking past each other.
ROAS vs CPA vs CAC: which one should your team actually optimize for?
Three metrics, three different decisions. ROAS is for ad buying, CPA is for campaign tuning, and CAC is for business strategy. Using the wrong one costs money.
Pipeline velocity: how to measure it, and 4 levers that actually move the needle
Pipeline velocity compresses four variables into one number that tells you how fast your revenue machine is actually running. Here's how to compute it and move it.
CAC by channel: the RevOps metric that actually drives budget decisions
Blended CAC is a lie you tell the board. CAC per channel is the real metric — here's how to compute it and why most teams get it wrong.
U-shaped, W-shaped, time-decay: picking a multi-touch attribution model that fits your funnel
A deep dive into the five main attribution model types, what each one credits, and how to pick the one that matches the shape of your actual funnel.
Keyword-level attribution for organic search: how probabilistic models work
Google stripped keyword data from analytics a decade ago. Here's how probabilistic models bring it back — and why they're the only honest option for SEO-driven B2B teams.
Multi-touch attribution, explained: a RevOps playbook
A practical guide to multi-touch attribution for RevOps teams — what it is, how the models work, and where they quietly break in B2B sales cycles.
The Monday-morning revenue dashboard: the 8 metrics every RevOps leader should open the week with
Forget the 47-tile dashboard no one reads. These are the eight numbers that actually tell you how the business is doing — and what to do about it.