Area 4 · Marketing, sales and post-sale, joined up
How can marketing, sales and post-sale be coordinated within an agreed mandate?
One cycle, from first contact to renewal and upsell, with clear handovers between teams and one shared view of the customer.
What it solves
Area 4
Any cross-functional responsibility for marketing, post-sale or coordinating the whole revenue cycle is agreed explicitly in each project's mandate and scope. Analysing or working on an area doesn't mean taking over its leadership.
Build work (segmentation and ICP, playbooks, pipeline design in the CRM, forecasting model, dashboards, customer onboarding) isn't included by default. It's defined after the diagnosis, based on what your company needs, with scope and time commitment agreed before we start.
What we aim for
For marketing, sales and post-sale to share definitions, handovers and metrics so the revenue cycle can be read as one system. What is coordinated, with whom and with which responsibilities is set in the agreed mandate and scope; we recommend starting with the diagnosis.
We recommend starting with the diagnosis (roughly 3–4 weeks); if your company already has a recent diagnosis or analysis, we start from it. You can then choose between two cumulative levels: Level 1 · Action plan oversight (your team carries out the plans and we oversee) or Level 2 · External sales leadership (includes all of the oversight, and we also lead sales). The 30, 60 and 90-day milestones are counted from the start of execution. Cross-functional responsibilities are only taken on with an explicit mandate.
No. When it's explicitly agreed in the mandate, we organise the cycle and its handovers with each team's leaders, who keep leading their teams within a shared framework.
Only if explicitly agreed. Working on this area doesn't mean leading it: any cross-functional responsibility for marketing, post-sale or the full revenue cycle is set out in each project's mandate and scope.
With a baseline and a small set of traceable metrics, depending on the challenge: qualified demand, conversion, velocity, pipeline coverage, revenue, retention or upsell.
Ideas
Business systems
What a RevOps system connects in an SME, and where to start without turning it into tooling or bureaucracy.
22 July 2026 · 7 min
Leadership clarity
RevOps doesn't start in the CRM: it starts with a leadership question. Signals, common mistakes and questions for the leadership team.
28 June 2026 · 15 min
Coherence
Four dissonances between what a company thinks, says and does, and a minimum system to manage them.
14 August 2026 · 15 min
Leadership clarity
How to build a B2B customer journey that supports decisions, with evidence and owners at every transition.
22 July 2026 · 7 min
First step · 30 minutes
Tell us your challenge and we'll work out where to start
In a 30-minute call we look at which part of your sales system to tackle first and whether the diagnosis makes sense for you.
We'll email you to agree a date and time.
