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Alexandra-Emily Kokova

Alexandra-Emily Kokova

Founder & Principal Consultant, RevOps XL

I build revenue operations for B2B companies: the CRM architecture underneath the go-to-market motion, the automation that keeps it running, and the reporting that makes the numbers arguable in a useful way rather than a doubtful one.

Ten years of it, split between owning the system in-house and rebuilding other people’s from the outside. Mostly HubSpot, often Salesforce, usually in a company that has outgrown whatever it started on.

  • HubSpot Architect
  • Go-to-Market Strategist
  • Remote, worldwide
  • English · Bulgarian
Write to me LinkedIn

The work

What I am usually hired to fix

Companies call me at a fairly specific moment: the CRM has been in place for two or three years, several people have configured it, nobody has owned it end to end, and the pipeline report has stopped matching what the sales team believes is true. Nothing is on fire. The system just no longer describes the business accurately, and every decision made on top of it inherits that.

The work is usually some combination of mapping what the go-to-market motion actually does today, rebuilding the data model so there is one version of a customer, wiring the automation that keeps it that way without anyone remembering to, and handing over documentation that survives me leaving.

Where the work has been

Regulated financial services - private equity, lending, asset management, fund distribution - plus fintech, B2B SaaS, venture capital and enterprise consulting. Multi-country go-to-market across Europe, the UK and the Nordics, the Gulf, and North America. Enough board and C-suite reporting to know that a number you cannot defend in a meeting is worse than no number.

How I work

Written-first. You can run an entire enquiry, a scope and a decision with me without a call. Read-only access until write access is actually needed. Documentation delivered alongside the build rather than promised for the end. If I think the engagement is the wrong shape, I say so before you sign.

Certifications

What I hold

  • HubSpot Revenue Operations
  • HubSpot Inbound

The stack

Tools I work in, with the honest depth

Grouped by the job rather than the vendor. The label is what I can do unsupervised, not what I have logged into once.

  • Architect design it, administer it, and own it in production
  • Hands-on build and run it inside client work, regularly
  • Working competent in it, used it on real projects, not my primary

CRMThe system of record

  • HubSpotAll hubs. Architecture, admin, data model, custom objects, workflows, migrations, team enablement.Architect
  • Salesforce Sales CloudObjects, flows, reporting, and HubSpot-to-Salesforce identity and sync work.Hands-on
  • PipedriveWorking
  • Revenue GridActivity capture and pipeline signal.Hands-on
  • HouredBuilt it. CRM and revenue infrastructure for small teams.Architect

AutomationKeeping it running

  • n8nPrimary orchestration layer. Self-hosted and cloud, multi-workflow systems in production.Architect
  • WippyAgentic AI runtime for workflows inside Salesforce and SaaS applications.Hands-on
  • Make.comWorking
  • ZapierWorking
  • REST APIs and webhooksThe fallback when no connector exists, which is often.Hands-on

AIIn the revenue engine, not beside it

  • ClaudePrimary model for production workflows: qualification, enrichment, classification, drafting.Hands-on
  • OpenAI and Gemini modelsModel selection by job and cost rather than by habit.Hands-on
  • AI-to-CRM orchestrationLead qualification that reasons, enrichment, data governance, with logged actions and a human in the loop.Architect

AnalyticsNumbers you can defend

  • Power BIEnd-to-end revenue reporting, board-level dashboards.Hands-on
  • Looker Studio (Google Data Studio)Hands-on
  • GA4Hands-on
  • Google Tag ManagerHands-on
  • HockeyStackB2B attribution and journey analytics.Working
  • TableauWorking
  • SQL and PostgreSQLQuerying the warehouse directly when the dashboard will not answer it.Hands-on
  • PythonScrapers, data pipelines, reporting jobs, one-off migrations.Hands-on

Data and enrichmentBuilding the target list

  • ClayEnrichment waterfalls and list building wired into the CRM.Hands-on
  • ZoomInfoHands-on
  • DemandbaseABM targeting and intent.Hands-on
  • LinkedIn Sales NavigatorHands-on
  • Apollo.ioWorking
  • EvabootWorking
  • BuiltWithTechnographics for stack-based targeting.Working

Demand and adsPaid and organic acquisition

  • LinkedIn AdsThe one that matters most for B2B, and the one I have run longest.Hands-on
  • Google Ads and YouTube AdsHands-on
  • Meta Ads (Facebook and Instagram)Working
  • X AdsWorking
  • BrevoEmail and lifecycle campaigns.Working

SEO and behaviourWhere the traffic comes from

  • Screaming FrogTechnical crawls, cannibalisation scans, redirect audits.Hands-on
  • Google Search Console and Bing Webmaster ToolsHands-on
  • SEMrushHands-on
  • HotjarWorking
  • Microsoft ClarityWorking

DeliveryHow the work is tracked

  • Atlassian JiraIncluding reporting and dashboards, not only ticket hygiene.Hands-on
  • ClickUpHands-on
  • WrikeWorking
  • Microsoft 365SharePoint, Excel and the Graph API, which is where client reporting usually has to land.Hands-on
  • AirtableWorking

Web and contentWhere it gets published

  • WordPressWorking
  • WebflowWorking
  • Adobe Creative SuiteWorking
  • BufferWorking

Common questions

About me and the work

A RevOps architect designs the system the revenue motion runs on: the CRM data model, the lifecycle and stage logic, the routing and scoring rules, the automation between tools, and the reporting layer on top. It is a build role rather than an advisory one. The test of the work is whether the pipeline report and the sales team agree with each other six months later.
Two HubSpot certifications: HubSpot Revenue Operations and HubSpot Inbound. Credentials that have expired or been retired by the issuer are not listed.
No. HubSpot is the deepest platform and where most engagements land, but the work also covers Salesforce Sales Cloud and Pipedrive, plus the automation, enrichment, analytics and ads layers around whichever CRM is in place. RevOps XL is not on any CRM vendor's partner program, so the platform recommendation is not a commercial one.
The default is written. An enquiry, a scope and a decision can all be handled in writing, which is faster for both sides and leaves a record. Describe the setup and what is not adding up, and you get a written reply with two or three things worth looking at.

Elsewhere

Where to find the rest

The quickest way to work out whether I am useful to you is to describe what is not adding up. You get a written reply from me, with two or three things worth looking at, whether or not you hire RevOps XL.

Tell me what is not adding up

Free blueprint

The GTM Blueprint for growing B2B companies

Founder effort gets you to about twenty deals. After that you need a machine. The tools, the data model, the processes, the roles and the numbers - in the order you actually need them. It’s the go-to-market system we build for clients, written down.

Get the blueprint

Straight to the page. No PDF, no drip sequence.

  • The stack, by funding stage
  • The CRM data model - objects, stages, attribution
  • Seven steps, six handoffs
  • Roles, and the bottleneck that earns each hire
  • The three numbers that decide it

Field notes

RevOps, in plain English

All field notes →
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