◆   FIELD DISPATCH SERIES — REVENUE OPERATIONS   ◆   DOWNLOADED, NOT HIRED   ◆
The Field Notes

Where the assumptions
get interrogated.

Long-form analysis of every major dysfunction in a revenue organisation. Each piece is built around a real framework. No filler. No theatre.

Dispatch #001
Why the Forecast Was Never Real — And How to Diagnose It
Most forecast problems aren’t data problems. They’re conversation problems.
10 min read Read →
Dispatch #002
Why the Handover Between Sales and Marketing Keeps Failing
The MQL was never qualified. Everyone knew. Nobody said it.
11 min read Read →
Dispatch #003
How to Set a Sales Quota That Survives Contact With Reality
Top-down quotas are wishes dressed up as targets. Here’s the alternative.
13 min read Read →
Dispatch #004
Why Your Best Customer Just Churned — And How to See It Coming
The warning signs were there six months ago. Here’s how to read them.
12 min read Read →
Dispatch #005
Why Your Revenue Plan Falls Apart in February
The plan was approved in December. By February, it’s already fiction.
11 min read Read →
Dispatch #006
How to Tell If Your Strategic Accounts Are Actually Strategic
Most “strategic” accounts are just big ones. There’s a difference.
12 min read Read →
Dispatch #007
How to Know If a Lead Will Convert Before You Call
Intent signals are everywhere. Most teams ignore all of them.
10 min read Read →
Dispatch #008
How to Prove Your Sales Territory Is Unfair — And Fix It
Bad territory design costs more than bad selling. Nobody measures it.
13 min read Read →
Dispatch #009
Why Your Comp Plan Is Paying for the Wrong Behaviour
The behaviours you’re coaching against are the ones you’re paying for.
11 min read Read →
Pipeline
Sales Velocity: The Formula That Predicts Revenue
Four variables. One equation. The fastest way to diagnose why revenue is slow.
10 min read Read →
Pipeline
Pipeline Coverage Ratio: What It Hides From You
3× coverage sounds safe. It isn’t if the 3× is full of deals that won’t close.
9 min read Read →
Sales & Marketing
MQL to SQL: Why Your Conversion Rate Is Lying to You
A high rate often means sales is accepting everything. That’s not a win.
10 min read Read →
Qualification
How to Build an ICP That Sales Will Actually Use
Most ICPs are marketing documents. Here’s how to build one that changes how reps qualify.
11 min read Read →
Sales Planning
Sales Capacity Planning: How Many Reps Do You Need?
Most headcount decisions are made backwards. Here’s the model that fixes that.
12 min read Read →
Quota
Quota Attainment Rate: What the Distribution Reveals
If 80% of your team is hitting quota, something is probably wrong with the quota.
10 min read Read →
Customer Success
Customer Health Scores: Build One That Predicts Churn
Most health scores measure what’s easy to track, not what predicts renewal risk.
12 min read Read →
Customer Success
Net Revenue Retention: The SaaS Metric That Tells the Truth
NRR tells you whether your existing customers are an asset or a slow leak.
10 min read Read →
Sales Planning
Sales Kickoff Guide: Make the Energy Outlast February
Most SKOs are forgotten by February. Here’s how to design one that isn’t.
11 min read Read →
RevOps
RevOps Metrics: The 12 Numbers That Actually Matter
Most revenue dashboards measure activity. These 12 measure whether the system is working.
13 min read Read →
Account Management
Account Expansion: Grow Revenue From Existing Customers
Net new logos are expensive. Expansion is cheaper, faster, and higher margin.
11 min read Read →
Account Management
How to Run a QBR That Does Not Waste Everyone’s Time
Most QBRs are presentations at customers. A good QBR is a conversation with them.
10 min read Read →
SDR & Pipeline
SDR Productivity: What to Measure and What to Stop
Activity metrics tell you how busy SDRs are. They don’t tell you how effective they are.
10 min read Read →
Sales Process
How to Shorten Sales Cycle Length Without Discounting
Discounting buys urgency you haven’t earned and trains buyers to wait for the deal.
11 min read Read →
Territory
Territory Carve: How to Divide Accounts Without a Civil War
Territory carve is the most politically charged moment in sales ops. Here’s the data-driven approach.
11 min read Read →
Sales Ops
What Sales Operations Actually Does When Done Right
Sales ops is defined differently at every company. Here’s what it should actually own.
12 min read Read →
Compensation
Incentive Compensation Management: Why It Is Always Broken
Spreadsheet errors. Disputed calculations. Late payouts. ICM fails in predictable ways.
10 min read Read →
Sales Strategy
Win/Loss Analysis: Run One That Actually Changes Behaviour
Most win/loss programmes produce a report nobody reads. Here’s how to design one that works.
11 min read Read →
RevOps
RevOps vs Sales Ops: What Is the Difference?
Same job title, different mandate. Here’s how to tell which one you actually need.
9 min read Read →
Data & Systems
CRM Data Quality: Why Your Forecast Is Always Wrong
Bad CRM data doesn’t cause forecast problems. It reveals a process problem that was already there.
11 min read Read →