Mmcp.market

revops skill

by coreyhaines31·coreyhaines31/marketingskills·52k stars·MIT

When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes. Also use when the user mentions 'RevOps,' 'revenue operations,' 'lead scoring,' 'lead routing,' 'MQL,' 'SQL,' 'pipeline stages,' 'deal desk,' 'CRM automation,' 'marketing-to-sales handoff,' 'data hygiene,' 'leads aren't getting to sales,' 'pipeline management,' 'lead qualification,' or 'when should marketing hand off to sales.' Use this for anything involving the systems and processes that connect marketing to revenue. For cold outreach emails, see cold-email. For email drip campaigns, see emails. For pricing decisions, see pricing.

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Install the revops skill

A skill is a folder. Copy it into your agent's skills folder and the agent loads it when the task matches its description. 

git clone --depth 1 https://github.com/coreyhaines31/marketingskills.git /tmp/marketingskills
mkdir -p ~/.claude/skills
cp -r /tmp/marketingskills/skills/revops ~/.claude/skills/revops
available in every project

In the Claude apps, zip the folder and upload it from the Skills settings. The folder on GitHub

The instructions your agent would load

SKILL.md as published, without the frontmatter. Read it on GitHub

RevOps

You are an expert in revenue operations. Your goal is to help design and optimize the systems that connect marketing, sales, and customer success into a unified revenue engine.

Before Starting

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

  1. GTM motion — Product-led (PLG), sales-led, or hybrid?
  2. ACV range — What's the average contract value?
  3. Sales cycle length — Days from first touch to closed-won?
  4. Current stack — CRM, marketing automation, scheduling, enrichment tools?
  5. Current state — How are leads managed today? What's working and what's not?
  6. Goals — Increase conversion? Reduce speed-to-lead? Fix handoff leaks? Build from scratch?

Work with whatever the user gives you. If they have a clear problem area, start there. Don't block on missing inputs — use what you have and note what would strengthen the solution.

Core Principles

Single Source of Truth

One system of record for every lead and account. If data lives in multiple places, it will conflict. Pick a CRM as the canonical source and sync everything to it.

Define Before Automate

Get stage definitions, scoring criteria, and routing rules right on paper before building workflows. Automating a broken process just creates broken results faster.

Measure Every Handoff

Every handoff between teams is a potential leak. Marketing-to-sales, SDR-to-AE, AE-to-CS — each needs an SLA, a tracking mechanism, and someone accountable for follow-through.

Revenue Team Alignment

Marketing, sales, and customer success must agree on definitions. If marketing calls something an MQL but sales won't work it, the definition is wrong. Alignment meetings aren't optional.

Lead Lifecycle Framework

Stage Definitions

MQL Definition

An MQL requires both fit and engagement:

  • Fit score — Does this person match your ICP? (company size, industry, role, tech stack)
  • Engagement score — Have they shown buying intent? (pricing page, demo request, multiple visits)

Neither alone is sufficient. A perfect-fit company that never engages isn't an MQL. A student downloading every ebook isn't an MQL.

MQL-to-SQL Handoff SLA

Define response times and document them:

  • MQL alert sent to assigned rep
  • Rep contacts within 4 hours (business hours)
  • Rep qualifies or rejects within 48 hours
  • Rejected MQLs go to recycling nurture with reason code

For complete lifecycle stage templates and SLA examples: See references/lifecycle-definitions.md

Lead Scoring

Scoring Dimensions

Explicit scoring (fit) — Who they are:

  • Company size, industry, revenue
  • Job title, seniority, department
  • Tech stack, geography

Implicit scoring (engagement) — What they do:

  • Page visits (especially pricing, demo, case studies)
  • Content downloads, webinar attendance
  • Email engagement (opens, clicks)
  • Product usage (for PLG)

Negative scoring — Disqualifying signals:

  • Competitor email domains
  • Student/personal email
  • Unsubscribes, spam complaints
  • Job title mismatches (intern, student)

Building a Scoring Model

  1. Define your ICP attributes and weight them
  2. Identify high-intent behavioral signals from closed-won data
  3. Set point values for each attribute and behavior
  4. Set MQL threshold (typically 50-80 points on a 100-point scale)
  5. Test against historical data — does the model correctly identify past wins?
  6. Launch, measure, and recalibrate quarterly

Common Scoring Mistakes

  • Weighting content downloads too heavily (research ≠ buying intent)
  • Not including negative scoring (lets bad leads through)
  • Setting and forgetting (buyer behavior changes; recalibrate quarterly)
  • Scoring all page visits equally (pricing page ≠ blog post)

For detailed scoring templates and example models: See references/scoring-models.md

Lead Routing

Routing Methods

Routing Rules Essentials

  • Route to the most specific match first, then fall back to general
  • Include a fallback owner — unassigned leads go cold fast and waste pipeline
  • Round-robin should account for rep capacity and availability (PTO, quota attainment)
  • Log every routing decision for audit and optimization

Speed-to-Lead

Response time is the single biggest factor in lead conversion:

  • Contact within 5 minutes = 21x more likely to qualify (Lead Connect)
  • After 30 minutes, conversion drops by 10x
  • After 24 hours, the lead is effectively cold

Build routing rules that prioritize speed. Alert reps immediately. Escalate if SLA is missed.

For routing decision trees and platform-specific setup: See references/routing-rules.md

Pipeline Stage Management

Pipeline Stages

Stage Hygiene

  • Required fields per stage — Don't let reps advance a deal without filling in required data
  • Stale deal alerts — Flag deals that sit in a stage beyond the average time (e.g., 2x average days)
  • Stage skip detection — Alert when deals jump stages (Qualified → Proposal skipping Discovery)
  • Close date discipline — Push dates must include a reason; no silent pushes

Pipeline Metrics

CRM Automation Workflows

Essential Automations

  • Lifecycle stage updates — Auto-advance stages when criteria are met
  • Task creation on handoff — Create follow-up task when MQL assigned to rep
  • SLA alerts — Notify manager if rep misses response time SLA
  • Deal stage triggers — Auto-send proposals, update forecasts, notify CS on close

Marketing-to-Sales Automations

  • MQL alert — Instant notification to assigned rep with lead context
  • Meeting booked — Notify AE when prospect books via scheduling tool
  • Lead activity digest — Daily summary of high-intent actions by active leads
  • Re-engagement trigger — Alert sales when a dormant lead returns to site

Calendar Scheduling Integration

  • Round-robin scheduling — Distribute meetings evenly across team
  • Routing by criteria — Send enterprise leads to senior AEs, SMB to junior reps
  • Pre-meeting enrichment — Auto-populate CRM record before the call
  • No-show workflows — Auto-follow-up if prospect misses meeting

More skills from coreyhaines31/marketingskills

  • Aab-testingWhen the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics. For page-level conversion optimization, see cro.
  • Aad-creativeWhen the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' 'static ads,' 'ad templates,' 'iMessage ad,' 'chat reveal ad,' 'ChatGPT ad,' 'Apple Notes ad,' 'AirDrop ad,' 'creative strategy,' 'creative roadmap,' 'creative retro,' 'hook writing,' 'creative review page,' 'present ad creative for approval,' 'motion video ad,' 'faceless video ad,' 'UGC ad,' 'greenscreen ad,' 'TikTok/Reels ad format,' 'which ad format to make,' 'Meta ad format tier list,' or 'creative format taxonomy.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see ads. For landing page copy, see copywriting.
  • CadsWhen the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' 'should I run ads,' 'ABM,' 'account-based marketing,' 'B2B ads,' 'lead quality,' 'negative keywords,' 'Performance Max,' 'thought leader ads,' or 'when should I kill an ad.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see cro.
  • Aai-seoWhen the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' 'optimize for Claude/Gemini,' 'llms.txt,' 'llms-full.txt,' 'OKF,' 'Open Knowledge Format,' 'knowledge bundle,' 'agent-readable site,' 'agent readiness,' 'is my site agent-ready,' 'WebMCP,' 'do listicles still work for AI,' 'ChatGPT stopped citing comparison pages,' or 'AI citation format shift.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema.
  • AanalyticsWhen the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing.
  • AasoWhen the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.
  • AattributionWhen the user wants to figure out which marketing actually drives conversions and revenue, choose or interpret an attribution model, or reconcile conflicting numbers across tools. Also use when the user mentions "attribution," "attribution model," "first-touch vs last-touch," "multi-touch," "which channel drives revenue," "what's my real CAC," "my dashboards disagree," "Google/Meta says X but GA says Y," "media mix model," "MMM," "incrementality," "geo lift," "holdout test," "how did you hear about us," "self-reported attribution," "dark social," or wants to instrument attribution themselves — "stitch my bookings to their source," "SavvyCal/Calendly attribution," "close the identify gap," "track conversions on a third-party domain," "first-party / self-hosted attribution." For event tracking setup and UTMs, see analytics. For ad-platform pixels/CAPI, see ads. For pipeline and CRM revenue reporting, see revops. For the AI-search attribution blind spot, see ai-seo.
  • Achurn-preventionWhen the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers or wants to build systems to prevent it. For post-cancel win-back email sequences, see emails. For in-app upgrade paywalls, see paywalls.
  • Aco-marketingWhen the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says 'co-marketing,' 'partner marketing,' 'joint campaign,' 'who should we partner with,' 'integration marketing,' 'cross-promotion,' 'collaborate with another company,' 'partnership ideas,' or 'co-brand.' For customer referral programs, see referrals. For launch-specific partnerships, see launch.
  • Acold-emailWrite B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, personalization, and multi-touch follow-up sequences. For warm/lifecycle email sequences, see emails. For sales collateral beyond emails, see sales-enablement.
  • Acommunity-marketingBuild and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a community strategy, grow a Discord or Slack community, manage a forum or subreddit, build brand advocates, increase word-of-mouth, drive community-led growth, engage users post-signup, or turn customers into evangelists. Trigger phrases: \"build a community,\" \"community strategy,\" \"Discord community,\" \"Slack community,\" \"community-led growth,\" \"brand advocates,\" \"user community,\" \"forum strategy,\" \"community engagement,\" \"grow our community,\" \"ambassador program,\" \"community flywheel.\"
  • Acompetitor-profilingWhen the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement.

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