RevOpsXL
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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.

I have been in and around HubSpot since 2014, moved heavily into operations from 2016, and have focused on RevOps since 2020. The work has 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.

  • Hands-on practitioner
  • Ecosystem architect
  • HubSpot Architect
  • Go-to-Market Strategist
  • Remote, worldwide
  • English · Bulgarian
Write to me LinkedIn

Brands we served

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 OperationsHubSpot
  • HubSpot InboundHubSpot
  • HubSpot Data IntegrationsHubSpot
  • HubSpot Salesforce IntegrationHubSpot
  • Google Analytics Qualified, Advanced UserGoogle
  • Databricks Lakehouse FundamentalsDatabricks
  • Generative AI FundamentalsDatabricks

Tools I work in, with the honest depth

Grouped by the job rather than the vendor. Pick a node to see what is inside it. The label on each tool 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

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.
Yes, and it is where most of the longer engagements end up. I sit in your leadership standups, own the roadmap, and keep sales, marketing and product working from the same numbers, part-time and without a full-time hire. The rate is EUR 75 to 250 an hour, depending on whether the work is inside the CRM or on architecture.
Yes. In a fractional engagement I can be the named owner of marketing or revenue operations inside your company: in leadership meetings, with your sales and marketing teams, and with the agencies and software vendors you already pay. We agree up front what I can decide on my own, what needs your sign-off, and how I am introduced to your team and your suppliers.
Yes. Admin is part of the HubSpot work: users, teams and permissions, properties and custom objects, workflows, lists, integrations and data clean-up. If the work turns into a steady queue of tickets that needs someone full-time, I will say so rather than bill you for it.
Both. Inside a fractional engagement, small requests are normal: a report that needs changing, a form, a list, an import, a workflow that stopped firing. Send the request in writing, and I reply with what it involves and roughly how many hours it will take before I start. It is billed at the same hourly rate as the rest of the work.
Yes. Team enablement is part of the HubSpot work. I set new people up with the right seats and permissions, show them how your CRM is meant to be used (stages, required fields, the reports they will be judged by), and write it down so the next hire can learn it without me. Documentation is delivered with the build rather than promised for the end.
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.

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.

Colleagues planning a go-to-market system around a whiteboard
01 / 05

The stack, by funding stage

What belongs at each stage, and the one signal that tells you it is time to add the next thing.

02 / 05

The CRM data model - objects, stages, attribution

How to get the shape of the data right while it is still cheap, before there are deals to argue over.

03 / 05

Seven steps, six handoffs

A lead’s journey mapped as a chain of handoffs, with the exact moments where a gate has to catch what would otherwise fall through.

04 / 05

Roles, and the bottleneck that earns each hire

Who to hire when, and what each seat has to own, because the parts of a system nobody owns are the parts that rot.

05 / 05

The three numbers that decide it

The few numbers that actually decide the outcome, and the ones you can stop collecting.

Featured on

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