Infrastructure & Systems
Build the tech stack we designed. CRM architecture, workflow automation, data governance, and integration—we execute on the systems blueprint.
What is Infrastructure & Systems?
Infrastructure & Systems is the execution layer that builds the tech stack designed in GTM Architecture. This includes CRM implementation (HubSpot/Salesforce), workflow automation, systems integration, data governance, and lead management infrastructure. We don't just optimize existing systems—we build new ones from the architecture blueprints, ensuring technology supports your GTM strategy rather than constraining it.
Strategy without execution is just planning. After we design your GTM architecture, we build the systems. CRM configuration that matches your sales process. Automation that enforces data quality. Integrations that actually work.
We specialize in HubSpot and Salesforce. We build the infrastructure to support the GTM strategy we designed—not generic best practices that don't fit your business.
Whether you are implementing a new CRM, migrating between platforms, or optimizing an existing system that has outgrown its structure, our RevOps infrastructure consulting helps you build a foundation that scales with your business. Pair this with Revenue Architecture for strategic alignment and Revenue Intelligence for data-driven insights.
Our RevOps Infrastructure Services
CRM Architecture & Optimization
We design and optimize your CRM (e.g. HubSpot or Salesforce) to fit your real-world sales process. This improves data integrity, reduces admin time, and increases rep productivity.
Systems Integration & Tooling Stack
We connect your full revenue tech stack so data flows between tools, handoffs are automated, and duplicate work is eliminated. This gives leadership a full-funnel view without manual reporting.
Workflow Automation
We replace repetitive manual processes with smart automation - from lead routing and deal updates to follow-ups and onboarding. This allows your team to spend more time selling and less time on admin.
Data Governance & Quality Management
We create the standards, rules, and workflows that keep your data clean, accurate, and usable. This includes deduplication, validation, and access controls.
Lead Management Infrastructure
We build the systems that capture, score, route, and assign leads so high-quality leads get followed up quickly and nothing falls through the cracks. This closes the gap between marketing and sales.
Territory & Account Assignment
We operationalize territory distribution so it's fair, efficient, and conflict-free. This increases coverage, aligns your team to market opportunity, and can be dynamic and automated as you scale.
Frequently Asked Questions
What is RevOps infrastructure and why is it important?
RevOps infrastructure refers to the systems, tools, integrations, and workflows that enable your revenue teams to execute efficiently and at scale. It includes your CRM configuration, automation workflows, data pipelines, lead routing, and tech stack integrations. Strong infrastructure is critical because it eliminates manual work, improves data quality, increases rep productivity, and provides leadership with real-time visibility into pipeline and performance.
Which CRM platforms do you support?
We primarily work with HubSpot and Salesforce, the two most widely adopted CRM platforms for B2B companies. Our team has deep expertise in both, including custom object architecture, workflow automation, integration design, and reporting. We tailor our approach based on your business model, team size, and technical requirements to ensure your CRM supports rather than hinders your go-to-market execution.
How do you approach CRM optimization for existing systems?
We start with a comprehensive audit of your current CRM setup, including object relationships, field usage, automation workflows, user adoption, and data quality. From there, we identify gaps, redundancies, and areas causing friction for your team. Our optimization work focuses on simplifying complexity, automating manual processes, improving data integrity, and aligning your CRM structure with your actual sales process rather than forcing your team to conform to a broken system.
What types of integrations do you typically implement?
Common integrations include connecting your CRM to marketing automation platforms, sales engagement tools, customer success platforms, data enrichment services, analytics tools, and communication systems. We also build custom integrations using APIs, Zapier, Make, or middleware platforms to ensure data flows seamlessly across your entire revenue tech stack without manual data entry or duplicate records.
How long does it take to build or optimize RevOps infrastructure?
Timeline depends on scope and complexity. A CRM audit and optimization project typically takes 4-8 weeks. Full tech stack integration projects range from 8-12 weeks. New CRM implementations or migrations can take 12-16 weeks including data migration, configuration, testing, and team training. We break larger projects into phases so you see incremental value quickly rather than waiting months for a big-bang launch.
Can you help migrate from one CRM to another?
Yes. CRM migrations are complex and risky if not done properly. We handle the entire migration process: auditing your current system, mapping data and processes to the new platform, configuring the target CRM, migrating and validating data, building integrations, training your team, and providing post-launch support. Our goal is a seamless transition with zero data loss and minimal disruption to your sales operations.
What is the ROI of investing in RevOps infrastructure?
Companies typically see ROI through increased rep productivity (30-50% reduction in admin time), improved data quality (leading to better forecasting and decision-making), faster sales cycles (through automation and streamlined processes), higher win rates (better lead routing and engagement), and reduced tech stack costs (eliminating redundant tools and inefficient workflows). Most infrastructure investments pay for themselves within 6-12 months through efficiency gains alone.
Do we need a dedicated RevOps team to maintain this infrastructure?
Not initially. For teams under 20-30 people, infrastructure can often be maintained by a part-time or fractional RevOps leader. As you scale beyond 50 employees or add significant complexity, a dedicated RevOps team becomes valuable. We design systems to be maintainable and provide documentation and training so your team can manage day-to-day operations. We also offer ongoing fractional support for companies that want expert oversight without hiring a full-time team.