How a 12-Person Startup Got Enterprise-Grade RevOps for $5K/Month
Fractional RevOps Retainer — $1.1M ARR Workforce Analytics Platform, Denver CO
A seed-stage workforce analytics platform based in Denver, CO. They had raised a $3.5M seed round from a well-known SaaS-focused VC firm 4 months prior. The team was 12 people total: the CEO (who was also acting as head of sales), a VP of Marketing, 3 AEs, 2 SDRs, and 5 engineers. They were on HubSpot Starter and had just signed a ZoomInfo contract they weren't sure how to use.
The CEO was drowning. He was personally managing the CRM, building reports in Google Sheets for investor updates, troubleshooting HubSpot issues, and trying to close enterprise deals simultaneously. He estimated he was spending 12-15 hours per week on ops work that was taking him away from selling and strategic decisions. They had considered hiring a full-time RevOps person, but at $130K+ fully loaded with a 2-3 month recruiting timeline, the math didn't work at their stage.
The symptoms were everywhere: marketing and sales were misaligned — Marketing said they'd sent 200 MQLs to sales, but the AEs could only find 140 in the CRM, and of those, they said only 60 were "actually qualified." There was no agreed-upon definition of an MQL. Lead scoring didn't exist. The SDRs were manually researching every lead in LinkedIn before reaching out because the CRM had no enrichment data despite having ZoomInfo. And the CEO's weekly pipeline review consisted of going rep by rep through their deals in a 45-minute meeting that everyone dreaded.
We started with a $5K/month retainer as their embedded RevOps team. Month 1: Upgraded them to HubSpot Pro (negotiated a 40% startup discount), defined MQL/SQL criteria with both marketing and sales in the room, built a lead scoring model based on ICP fit + engagement signals, integrated ZoomInfo for automatic enrichment on every new lead, and built automated lead routing with SDR assignment rules.
Month 2: Rebuilt their pipeline from a generic 5-stage model to a 7-stage process with required fields and exit criteria at each stage. Created automated task sequences so reps knew exactly what to do at each stage. Built the CEO's dream dashboard — a single screen showing pipeline by stage, rep activity, marketing source attribution, and forecast.
Month 3: Built a marketing attribution model so the VP of Marketing could finally prove ROI by channel. Set up automated nurture workflows for leads that weren't sales-ready. Created an outbound workflow where ZoomInfo data flows into Clay for enrichment, then into HubSpot sequences automatically.
"I got 12 hours of my week back. That's not an exaggeration. I went from dreading Monday pipeline reviews to actually looking forward to them because the data was right there, updated in real time. Covert Revenue gave us the RevOps function of a Series B company at a fraction of the cost."— CEO & Co-Founder
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