Most funnels look fine on a slide. They break where it matters - in the handoffs, SLAs, and ownership.
RevOps & Funnel Governance is where we turn your funnel from a political artefact into a governed system: one set of stages, one definition of reality, and one operating rhythm everyone can live with.
One set of stages, definitions and SLAs - not three versions depending on who you ask.
Clear ownership and rules for how leads, contacts and accounts move.
A simple change process so tweaks to stages or SLAs don’t quietly break everything downstream.
Governance only matters if it survives real life - new campaigns, new reps, new leadership and new targets.
Stage names and definitions stop shifting under people’s feet. Handoffs become boringly predictable. Reporting conversations move from “which number is right?” to “what should we do about it?”. And changes to the funnel follow a defined path, not a back-channel request.
We define a clear owner (usually RevOps) and a small governance group that can approve changes to stages, SLAs and routing. Sales and Marketing are involved – but they’re not fighting over the fundamentals every quarter.
We design one global model, then agree where regional or segment-specific variation is allowed - and how it’s documented. Local nuance is fine; silent divergence is not.
We set a simple review cadence – typically quarterly - tied to real metrics: conversion, velocity, leakage, and sales feedback. Governance becomes part of the operating rhythm, not a one-off workshop.
Stabilisation fixes how the system behaves technically. Funnel governance fixes how it’s run and changed. Often we stabilise first, then formalise governance once the system can actually behave.
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