Most companies don’t design their revenue operations; they inherit them.
Over time, tools are layered in, teams evolve, and processes emerge reactively. What starts as a lean go-to-market motion becomes a tangled mess of CRM workarounds, misaligned metrics, and manual reporting.
That’s why you need a RevOps framework: a structured way to unify marketing, sales, and customer success so you can scale without breaking.
In this post, we’ll walk through what a RevOps framework is, why your business needs one, and how to build or adopt the right one for your stage of growth.
A RevOps framework is a system for coordinating how revenue-generating teams operate across four core pillars:
People
Process
Technology
Data
It provides a repeatable structure for:
Aligning goals and incentives
Orchestrating lead flow and handoffs
Managing and integrating tools
Tracking performance and forecasting accurately
It’s the operating system for your GTM engine.
At Project36, we’ve codified our own version called WaypointOS — a framework specifically designed for scaling B2B companies using platforms like HubSpot.
Without a framework, RevOps turns into firefighting:
One team fixes a routing issue while another adds a new lifecycle stage
Marketing builds attribution dashboards while sales rebuilds forecasting reports
Everyone’s working, but no one’s operating from a shared playbook
A RevOps framework changes that. It gives you:
A consistent language for diagnosing problems
A roadmap for what good looks like
Clarity on who owns what, and why
It transforms revenue operations from reactive to proactive.
Not all frameworks are created equal. A strong RevOps framework should:
Your lifecycle stages (from lead to close to renewal) should map clearly across all teams, with shared definitions and triggers.
Every key object (leads, deals, contacts, companies) should have a clear owner at each stage — not just in the CRM, but in team accountability.
The framework must enforce rules for input standards, enrichment, and hygiene. Bad data erodes trust and performance.
A RevOps framework helps you decide which tools to keep, remove, or consolidate — based on workflows, not vendor sales pitches.
You should be able to answer:
How many leads turned into qualified opportunities?
Where are deals stalling?
What’s our true pipeline velocity?
These answers come from structured data and shared KPIs — both core outputs of a proper RevOps framework.
At Project36, we developed WaypointOS because no off-the-shelf framework addressed the reality of fast-moving scaleups.
WaypointOS breaks RevOps into four practical workstreams:
Who’s doing what? We define roles, responsibilities, and workflows across marketing, sales, and customer success — so GTM works like a single unit.
We audit every tool in your stack. Is it helping or hurting? Then we redesign how platforms like HubSpot are used across the funnel — for clarity and automation.
We establish a single source of truth for lifecycle, attribution, lead scoring, and forecasting. Clean, accessible data becomes the foundation for every decision.
We build playbooks, dashboards, automations, and training into your day-to-day workflows. It’s not theory. It’s implementation.
This structure turns operational friction into focused execution.
Not every company needs to invent a framework from scratch. But you do need one that works for your:
Stage of growth
Team structure
Sales process complexity
Tech stack (e.g. HubSpot, Salesforce, others)
Here’s how to get started:
Step 1: Audit What’s Already There
Start with a simple gap analysis. Ask:
Where do leads fall through the cracks?
What reports are no longer trusted?
Where are tools being used inconsistently?
Use our HubSpot Auditor to identify low-hanging friction inside your CRM.
Step 2: Map Your Lifecycle and Hand-Offs
Document every funnel stage — from visitor to MQL to SQL to Closed-Won — and clearly define the transition rules and team responsibilities.
Step 3: Evaluate Data and Tool Hygiene
Are you capturing the right fields? Are properties standardised? Do all tools feed into your CRM with context?
Step 4: Align KPIs and Dashboards
Your marketing, sales, and CS leaders should be looking at the same metrics. If they’re not, your framework isn’t aligned.
Step 5: Apply Governance and Training
Every new hire should be onboarded into the RevOps system. Every quarterly planning session should include framework review.
Clear funnel definitions used by all GTM teams
Automation that reduces manual admin — not creates confusion
Dashboards that leadership trusts
Shared understanding of why a process exists and who owns it
Teams creating shadow processes outside the system
Sales blaming marketing for lead quality
Marketing blaming ops for bad attribution
Leaders managing revenue by gut, not data
A framework succeeds when it’s not just built — it’s adopted.
We’ve worked with scaleups in SaaS, fintech, healthtech, and B2B services. In each case, the RevOps problem wasn’t tooling — it was system design.
With WaypointOS, we’ve helped clients:
Rebuild lead qualification using shared scoring models
Cut CRM admin time by 30% through smarter workflow logic
Move from spreadsheet forecasting to dynamic dashboards
Align GTM teams under one funnel with common metrics
And we do it through phased delivery — typically over a 90-day engagement — so change is sustainable and measurable.
If you’re seeing any of these signals, it’s time to stop improvising and start operating:
Your CRM is functional, but no one really trusts it
Teams argue about what stage a lead is in
Marketing is driving leads, but sales says they’re “bad”
Reporting lives in spreadsheets instead of dashboards
You’ve automated a lot, but can’t explain half of it
Leadership is guessing — not managing by data
These are symptoms of missing structure. A RevOps framework is the fix.
Revenue Operations isn’t just a role. It’s a system.
And every system needs a framework.
Whether you’re building your first RevOps foundation or cleaning up a growing tech stack, the right framework can help you scale with clarity, alignment, and confidence.
If you're ready to stop patching holes and start building systems that work, WaypointOS might be the framework you need.
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Learn how we build and deliver RevOps systems
Run a free HubSpot audit
Speak with our team about applying WaypointOS in your company