Revenue Operations (RevOps) vs Financial Due Diligence

The short version

By Corey Haines (Marketing)

Design the systems that connect marketing, sales, and success into a unified revenue engine.

By Mohit Agarwal (PM Skills)

Build a complete financial review framework for any investment, acquisition, or partnership.

Defines lead lifecycle stages from subscriber to customer with clear entry and exit criteria
Builds lead scoring models that combine fit (who they are) and engagement (what they do)
Creates routing rules to get leads to the right sales rep based on territory, account, or round-robin
Sets SLAs and handoff processes between marketing, sales, and customer success teams
Designs pipeline stage frameworks with required fields and hygiene rules to prevent stale deals

Creates a tailored document request list covering financials, revenue, costs, cash, debt, and tax
Generates key analytical questions about revenue quality, margins, cash conversion, and liabilities
Provides a red flags checklist highlighting common warning signs like customer concentration or aggressive accounting
Outputs a summary assessment template to rate revenue quality, margin sustainability, cash generation, and overall risk

You're a founder or RevOps leader setting up your first CRM and lead management system
You need to define what qualifies as an MQL and get marketing and sales aligned on it
Leads are falling through the cracks between marketing and sales and you need to fix the handoff
You want to speed up response times and build routing rules that get leads to reps faster

You're evaluating an acquisition target or investment opportunity and need to know what financial info to request
You're vetting a major supplier or partner and want to assess their financial stability
You're preparing for a board meeting or investor discussion and need a structured financial review framework
You need to understand financial health but don't have a finance background