How Do I Map the End-to-End Revenue Process?
Define shared lifecycle stages with entry/exit criteria, owners, SLAs, and KPIs—then roll out in a phased, evidence-based program.
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Executive Summary
Direct answer: Start by agreeing on a standard lifecycle—from Anonymous → Known → MQL → SAL → SQL → Opportunity → Closed/Won → Onboarded → Adopted → Renewed/Expanded. For each stage, document entry/exit criteria, owner, SLA, and KPIs; implement in MAP/CRM/CS; and publish a single revenue scorecard. Validate with one segment, then scale. Keep governance tight to prevent drift.
Lifecycle Map (Stages, Criteria, Ownership)
| Stage | Entry criteria | Exit criteria | Primary owner | SLA |
|---|---|---|---|---|
| Anonymous | Unknown visitor or intent signal | Identified with consent | Marketing Ops | N/A |
| Known | Captured profile with consent | Behavioral/fit score meets MQL threshold | Marketing | Nurture within 24–48h |
| MQL | Meets ICP + engagement threshold | Sales accepts within SLA | Marketing → SDR | Route ≤5 min; respond ≤1h |
| SAL | Sales acknowledges ownership | Qualification completed | SDR/AE | Qualify ≤2 business days |
| SQL | Budget/Authority/Need/Timeline confirmed | Opportunity created with stage 1 criteria | AE | Create opp same day |
| Opportunity | Approved business case and plan | Closed/Won or Closed/Lost | AE/Sales | Stage movement weekly |
| Closed/Won → Onboarded | Contract executed | Handover to CS complete; onboarding milestones met | Implementation/CS | Kickoff ≤7 days |
| Adopted | Usage and value KPIs achieved | Renewal or expansion motion initiated | CS | Health monitored weekly |
| Renewed/Expanded | Positive health + business case | Contract executed; lifecycle loops | CS/Account Mgmt | 90–120 day runway |
6-Step Mapping Playbook
| Step | What to do | Output | Owner | Timeframe |
|---|---|---|---|---|
| 1 | Inventory current stages, definitions, and SLAs | Gap analysis | RevOps | 1–2 weeks |
| 2 | Agree on common lifecycle & entry/exit criteria | Lifecycle spec v1 | RevOps + functional leads | 1 week |
| 3 | Map RACI & handoffs; set SLAs | RACI + SLA matrix | Ops + HRBP | 1 week |
| 4 | Implement in MAP/CRM/CS and BI | Fields, routing, dashboards | Platform owners | 3–6 weeks |
| 5 | Pilot with one segment/region | Measured lift vs control | Segment GM + RevOps | 6–12 weeks |
| 6 | Scale & govern (QBR, backlog, audits) | Adopted lifecycle with version control | CRO/COO + RevOps | Ongoing |
KPIs by Stage
| Stage | Primary KPI | Formula | Target/Range | Notes |
|---|---|---|---|---|
| Known → MQL | MQL rate | MQLs ÷ Known | Benchmarked by ICP | Quality over volume |
| MQL → SAL | Acceptance rate | SAL ÷ MQL | ≥ agreed baseline | Signals alignment |
| SAL → SQL | Qualification rate | SQL ÷ SAL | Rising, stable ICP | SLA adherence matters |
| SQL → Opportunity | Opp creation time | Avg hours to create | Same day | Reduces leakage |
| Opportunity | Win rate / Velocity | Wins ÷ Opps / Avg days | Segment-specific | Weekly inspection |
| Adoption | Health score | Composite usage metric | Green at renewal | Leading indicator |
| Renewal/Expansion | NRR | (Exp rev Y2 ÷ Y1)×100 | 110–125%+ | CS + AM ownership |
Do / Don’t
| Do | Don’t | Why |
|---|---|---|
| Lock stage names and criteria company-wide | Allow teams to invent variants | Avoids reporting conflicts |
| Implement changes in MAP/CRM/CS with version control | Document without system changes | Makes the process enforceable |
| Publish one revenue scorecard | Run multiple dashboards | Keeps priorities aligned |
| Pilot by segment and measure lift | Big-bang rollout | Reduces risk and creates evidence |
| Review SLAs monthly and tune thresholds | Set-and-forget criteria | Maintains accuracy over time |
Why This Mapping Approach Works
A lifecycle map is the backbone of RevOps. Agreeing on names and criteria eliminates debate, enables clean attribution, and clarifies handoffs. Wiring the map into MAP/CRM/CS ensures routing, scoring, and dashboards match the spec. Piloting one segment lets you tune thresholds and SLAs against real data before scaling. TPG POV: We stand up lifecycle operating models with governance cadences and platform changes so Marketing Ops, Sales Ops, and CS Ops run from one playbook and scorecard.
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Frequently Asked Questions
Keep a global standard, then use sub-stages or tags for segment-specific nuance. Avoid redefining core stages.
RevOps owns the spec and governance; Marketing, Sales, and CS own execution and data quality within SLAs.
Quarterly at minimum or after major offer/segment changes. Track conversion and velocity to inform updates.
Adopt the stage list above, define entry/exit in a workshop, and implement just MQL→SAL→SQL rules and routing first.
Map old stages to the new taxonomy, backfill required fields, and version your dashboards to avoid trend breaks.