The RevOps Health Checklist: 32 Honest Checks

How to use it. Read each statement and only check it if it is true today, consistently, not "we are working on it." Be strict. A soft yes is a no. It takes about five minutes.

Your progress updates as you go. When you are done, enter your work email to unlock your score, your band, and the exact sections to fix first. We will follow up with a short action plan for your weakest areas.

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1. Data foundation and CRM as the source of truth

Everything downstream inherits the quality of this layer. If the CRM is not trusted, no report, forecast, or AI on top of it will be either.

Every account and deal lives in one record the whole team trusts. There is no shadow spreadsheet that is the "real" version. Duplicate accounts and contacts are rare and get merged, not tolerated as a fact of life. Anyone can find the last real activity on an account in a few seconds, without pinging the rep. Every account and deal has one clear owner, and reassignment is clean when people or territories change.

2. Pipeline and deal management

A pipeline you cannot trust turns planning into guesswork. Stages should describe where the buyer is, with criteria a stranger could apply.

Every stage has a written definition and a clear exit criterion, not a shared sense of vibe. Stages map to the buyer's process, not just your internal steps. Close dates and amounts stay current, and slipped deals get re-dated honestly rather than parked. You can tell a real deal from hope by reading the record, not by asking the rep how they feel.

3. Lead flow, routing, and follow-up

Speed and consistency here decide how much of your demand you actually convert. Most leaks are quiet.

New leads reach the right owner in minutes, not the next business day. There is a written first-response SLA, and it is measured, not just hoped for. Marketing and sales agree on what a qualified lead is, and the definition is enforced in the system. No lead sits untouched. You could prove follow-up happened without taking anyone's word for it.

4. Forecasting and reporting

If leadership does not trust the number, everything above it slows down. One forecast, from the CRM, that people can question.

There is one forecast number leadership trusts, pulled from the CRM, not rebuilt in a spreadsheet every week. You know your pipeline coverage ratio and whether it is healthy for your win rate. Forecast accuracy is tracked over time, so you know if the calls are actually getting better. Board reporting takes hours, not days, and the numbers reconcile across sources.

5. Marketing operations and attribution

You do not need perfect attribution. You need enough to decide where the next dollar goes with a straight face.

You can tie pipeline and revenue back to campaigns and channels, not just leads and clicks. Campaigns are judged on pipeline created, not on vanity metrics. The website and forms feed the CRM cleanly, with the source captured every time. Nurture adapts to behavior and stage, and hands off to sales at the right moment instead of on a timer.

6. Sales operations and process

Every hour a rep spends fighting tools or retyping notes is an hour not selling. Process should make the right thing the easy thing.

Reps spend their time selling, not fighting the CRM or doing manual admin. The sales process is documented and actually followed, not just living on a slide. Territory and account assignment is clear and fair, and rarely disputed. Ramp for a new rep is measured, and you know what actually shortens it.

7. Customer success and retention

For most SaaS companies, the cheapest revenue is the revenue you already have. Retention deserves the same rigor as new business.

Your health score predicts risk early, rather than just describing what already happened. Renewals do not surprise you. You see risk sixty to ninety days out. Expansion signals surface automatically, not by luck or by a CSM happening to notice. Churn reasons are captured and actually reviewed, so the same leak gets fixed once.

8. Tooling, automation, and AI

The goal is the smallest stack that does the job, connected to the CRM, with humans in the loop where it counts.

Your stack is right-sized for your stage. You are not paying for tools you barely use. Tools are integrated. The same data is not typed into two systems by hand. Repetitive work like research, data entry, and list building is automated where it is safe to. Where you use AI, a person reviews anything a customer sees, and every action is logged and reversible.

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The RevOps Health Checklist