Revenue Operations
Your revenue system is telling you something. Most companies can’t read it.
The data isn’t the problem. The problem is knowing what it’s hiding — and why the gap between what your pipeline shows and what’s actually happening keeps costing you quarters. We close that gap.
RevOps Readiness Assessment
Is your revenue data telling you the truth?
Answer 8 questions about your revenue operations and find out exactly where your pipeline is leaking, which gaps are costing you most, and what to fix first. Takes two minutes. The roadmap is yours to keep.
complete
model
Pieces in place, critical gaps holding you back. Targeted fixes will compound fast.
Includes a custom 90-day roadmap
What changes
What you can finally do when your motion is correctly built
Not features. Not deliverables. The decisions that were on hold — and the ones you can stop second-guessing.
Talk to us ↗You sell to the right people
Most ICPs are inherited from the first few deals and never questioned. We find who actually buys, who stays, and who costs you margin to serve — and redesign the motion around that, not the story you’ve been telling yourself.
Sales, marketing, and product pull in the same direction
Three teams, three definitions of a qualified lead, three sets of priorities. We sit at the intersection and make them agree on a shared motion — then build the infrastructure that keeps it coherent.
Your forecast reflects reality
Not optimism entered into a pipeline field. Real stage definitions, real criteria, real signal. You stop checking the number manually before every board call because you finally trust what it says.
You fix the right layer
Most GTM problems are misdiagnosed. Sales thinks it’s a pricing issue. Marketing thinks it’s a volume issue. The real problem is a stage definition nobody agreed on three years ago. We find it before anyone touches anything.
Strategy that holds when things change
A rep leaves. A tool gets deprecated. A competitor reframes the category. The motion doesn’t collapse because it was never built around any of those things — it was built around how your customers actually buy.
New markets in weeks, not quarters
New vertical, new geography, new ICP segment. The infrastructure is designed to flex. You’re not rebuilding from scratch every time something shifts — because the logic lives in the design, not the software.
Why GTM keeps breaking
The most expensive mistake isn’t a wrong tool. It’s a wrong diagnosis — confidently acted on.
AI can generate a GTM strategy in 90 seconds. A plausible one, with the right vocabulary, sensible structure, coherent logic. It will be built entirely from what you told it — which means it will be built from the story, not the data. And the story is almost never what’s actually happening.
The rep says they lose on price. The data says deals stall at stage 3 because nobody defined what qualified means. The founder says the ICP is mid-market SaaS. The data says every deal that closed in under 30 days had an operations leader in the room. You cannot fix a motion you’ve misread. And you cannot read it correctly without having been inside enough broken ones to know where they hide the truth.
How we work together
This isn’t a framework. It’s a person in your strategy.
Anyone can hand you a GTM playbook. What most companies need is someone who goes upstream — into what you’re actually selling, who’s actually buying, and why the motion keeps breaking in the same place — and tells you the truth about what they find.
GTM Strategy Audit
Kick-off call
Before we look at anything, we understand context. The market you’re in, what’s changed in the last 12 months, which decisions are on hold. Context changes what we look for — and what we find.
We map the motion
How you target, how you qualify, how deals move. Where the strategy is documented and where it only exists in someone’s head. We look at what the system shows and — more importantly — what it’s not showing.
We talk to the people running it
The pipeline tells us what’s happening. The people tell us why. Sales, marketing, whoever touches the revenue motion — we need both to separate a process problem from a system problem from a strategy problem. They’re rarely the same thing.
You get the honest read
What’s actually broken. What just looks bad but isn’t urgent. What to fix first, what to plan for, and what the current motion is built on that nobody has questioned yet. No padded recommendations. No fluff. What we found.
No lock-in. Take the findings and act on them yourself, hand them to your team, or ask us to continue. No obligation beyond the audit. Most clients know what they want to do next before the call ends.
Fractional RevOps Partner
Senior GTM strategy without the hiring timeline, the ramp period, or the full-time cost. Operational from week one — because we’ve been here before. Not this exact company, but this exact situation.
Monthly retainer · scoped after audit. The difference from a full-time hire: no 3–6 month ramp before they understand your system. No €60–90K salary plus benefits. No HR risk if the scope needs to change.
Discuss scope ↗GTM Build
For companies who know the strategy needs redesigning and want it built — not just diagnosed. We take the audit findings and implement end to end.
Fixed fee · defined deliverables. You know exactly what you’re getting before we start.
Discuss scope ↗In-house workshops
Get your leadership team in the same room with the same read.
On-site, at your offices. Sales, marketing, product, and operations aligned on how your revenue motion actually works — and what needs to change. Built around your situation. Not a curriculum pulled from a previous client.
GTM Foundations
For senior leadership teams who need to align on how their go-to-market motion actually works — and where it’s quietly breaking. ICP, pipeline logic, ownership design across functions.
Pipeline Architecture
Deal stage design, forecasting methodology, and pipeline governance. For teams where the pipeline is technically working but nobody trusts the number — and the board call is always a negotiation about what the forecast really means.
Marketing Operations for Leadership
For sales, product, and marketing leaders who need to stop optimising against each other. How marketing operations connects to pipeline — and how to run all three functions as one aligned motion.
GTM Operations
Align go-to-market strategy with operational reality. ICP definition, segmentation, handoff design, and the ownership model that makes it hold when people and tools change.
01 — Fit check first
One conversation before we confirm anything. If a workshop isn’t the right format for what you need, we’ll say so — and tell you what is.
02 — Built around your situation
The agenda is built with you, not handed to you. We start from what’s actually broken in your motion — not a template from a previous client.
03 — You leave with a plan you can act on
Documented decisions and a prioritised list your team can move on the following week. Not slides. Not frameworks. What to do, in what order, and who owns it.
FAQ
Common questions
Who we are
Practitioners. Not consultants.
RevOpsXL is a small, senior team — not an agency with a bench of generalists. Every engagement is led by someone who has been inside the system, not someone advising from outside it.
After a decade across Nordic, DACH, and North American markets, the work has produced one durable skill: the ability to walk into a company, look at what the revenue system shows, look at what the team believes, and know immediately where those two things diverge — and which divergence is costing money. That’s not a methodology. It’s pattern recognition. You don’t learn it from a course. You accumulate it from having been wrong, caught it, and corrected it enough times.
The work happens at the intersection of sales, marketing, and product. Not because we enjoy cross-functional meetings — because that’s where the real problem almost always lives.
Alex Kokova
Founder & Principal, RevOpsXL
GTM Strategy Design
ICP definition, segmentation, motion architecture. Built to hold when things change — not built around any specific tool.
Marketing Operations & Cross-functional Alignment
Leading marketing ops with a direct line into sales pipeline and product roadmap — so the three functions compound instead of cancel each other out.
AI Workflows & Revenue Infrastructure
Pipeline logic, outbound infrastructure, and intelligent automation built inside a motion that actually works. Automation that accelerates a correct strategy — not one that was already failing.
Get in touch
You already know the motion isn’t working. Let’s find out what it’s actually built on.
No pitches. Just a conversation about how your GTM is designed, where it’s fragile, and whether we can help. Strategy audits and ongoing fractional arrangements available.
Agency partnerships welcome