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RevOps — Revenue Operations
One revenue engine — marketing, sales, success and finance — measured end to end, lead to cash.
RevOps unifies the systems and handoffs across marketing, sales, customer success and finance into one accountable revenue engine — so a lead becomes cash without dropping between tools, teams or spreadsheets.
RevOps, or revenue operations, is the practice of running marketing, sales, customer success and finance as one accountable revenue engine — and Sentry delivers it by aligning and automating the full lead-to-cash process across your CRM, billing, support and finance tools.
What RevOps — Revenue Operations delivers
Lead to cash, joined up
Marketing, sales, success and finance on one pipeline — no handoff drops, no swivel-chair re-keying.
One revenue source of truth
Every stage, deal and payment in one governed layer — so the forecast is finally trusted.
Automated quote-to-cash
Quoting, billing, invoicing and reconciliation run themselves across Stripe and Xero — cash collected, not chased.
Representative stack
n8n
BigQuery
HubSpot
Salesforce
Stripe
Xero
JiraJira Service Management
ClickUp
Monday.comHow RevOps works — the moving parts
Hover any part for what it is and what it quietly costs you when it's missing — or press ▶ to be walked through it.
- Lead-to-cashThe full journey from first touch to collected payment, joined across every team and tool.Why it matters: Break the chain anywhere and revenue leaks at that seam — a lead, a deal or an invoice quietly lost.
- Revenue source of truthOne governed view of every lead, deal, customer and payment.Why it matters: Without it, each team trusts its own numbers and the forecast becomes fiction.
- Pipeline hygieneKeeping deal stages, dates and data accurate and current.Why it matters: A dirty pipeline hides risk until the quarter is already missed.
- Quote-to-cashQuoting, contracting, billing and collecting run as one automated flow.Why it matters: Manual billing means revenue earned but never invoiced — cash you chase, or never collect.
- Billing & reconciliationPayments and invoices matched automatically across Stripe and Xero.Why it matters: Unreconciled books hide leakage, double-charges and missed revenue until audit.
- Service & SLAsTracking and resolving customer issues against agreed standards in Jira Service Management.Why it matters: Missed SLAs quietly churn the customers you already paid to win.
- ForecastingPredicting revenue from a pipeline and history you can actually trust.Why it matters: An unreliable forecast means you hire, spend and promise on guesswork.
Capability Maturity — we walk you up the five levels
Operated at Level 4 · Quantitatively Managed — measured, predictable and owned. We track this rank and raise it over time. See the five levels →
Why this matters
Functional value, value-stream value — and why it can't be ignored.
Aligns and automates the full lead-to-cash process across your CRM, billing, support and finance tools — one pipeline, one source of truth, one number.
The connective spine of the revenue value stream: it closes the gaps between marketing, sales, success and finance where deals, cash and data leak — so the whole engine compounds instead of leaking.
When revenue lives in disconnected tools and manual handoffs, money leaks invisibly at every seam — leads unworked, deals unbilled, renewals missed and a forecast nobody trusts. The bigger you grow, the more you leak.
One data layer · measured & owned
Every service creates data — captured, measured, owned.
RevOps — Revenue Operations doesn’t just run — it generates signal. We land that data in one warehouse and turn it into live KPIs tied to a named owner, so performance is attributable and acted on, never trapped inside a single tool.
Data warehouse
Supabase
Snowflake
Keboola BigQuery KPIs, dashboards & apps
Plotly
Retool
Apache Superset Platform-agnostic — we connect what you already use and add a warehouse only where it earns its place.
How we select technology
We choose technology last — for the outcomes it has to earn.
Never tech for its own sake. A tool joins the stack only where it measurably protects value, cuts cost or unlocks speed — fit to a designed system, owned where it counts, and measurable from day one. How we select technology →
Speed
Modern, edge-served stacks are sub-second. Slow surfaces cost conversion and SEO every single day.
Cost
Cut licence, hosting and per-task SaaS fees — pay for capability, not lock-in or idle enterprise tiers.
Security
Flat, edge architecture with almost nothing left to attack — fewer moving parts, smaller surface.
Ownership & no lock-in
Composable and self-hosted where it counts — you own the system, not rent someone else’s.
Measurability
Clean data and KPIs baked in — you cannot improve, automate or apply AI to what you cannot measure.
Fit to process
The right tool for a designed system — selected against process readiness, so it amplifies, not adds friction.
How we deliver · DMAIC
Every RevOps — Revenue Operations engagement runs on DMAIC.
Define the goal and its value, measure the baseline, analyse the real constraint, improve with a proven build, then control the gains — so results are predictable, repeatable and defensible, not down to luck.
Agree the goal, value, budget & timescale up front.
Baseline the KPIs above — current state, not guesswork.
Diagnose the real constraint and the solution needed.
Build the chosen solution; prove the uplift.
Lock in the gains; monitor and sustain them.
FAQ
Common questions
What does lead-to-cash actually mean?
It is the whole path a customer takes from first enquiry to money in the bank: marketing capture, sales qualification, close, delivery, invoicing, payment and renewal. Sentry treats that path as one process with one owner, rather than four departments each optimising their own section and dropping work at the seams.
Which systems does RevOps connect?
Your CRM, billing, support and finance tools — including quoting, invoicing and reconciliation running across Stripe and Xero. The point is a single governed layer where every stage, deal and payment is recorded once, rather than the same fact re-keyed by hand into three systems and reconciled by nobody.
Why don't we trust our own forecast?
Because when revenue lives in disconnected tools with manual handoffs, the forecast is assembled from sources that disagree. Sentry establishes one revenue source of truth so every stage, deal and payment sits in a single governed layer — a forecast is only as trustworthy as the agreement between the systems underneath it.
What does the leak look like in practice?
Leads unworked, deals unbilled, renewals missed, and quotes that never became invoices. None of it appears as a line in the accounts, which is why it survives for years. It compounds with growth: the more volume runs through the seams, the more falls through them.
Is RevOps a project or an ongoing service?
Sentry runs it as a managed service, from £3,000 per month, scoped to the work and including selected tool costs. Revenue operations degrades the moment it stops being maintained — new tools, new products and new people all reintroduce seams — so it is built to be run rather than delivered once and handed over.
How do you decide which revenue leak to fix first?
With a free Discovery session and a Financial Value Model. Discovery produces fourteen structured commercial outputs identifying where value is leaking and what each leak is worth, so sequencing follows the money rather than whichever system is most irritating to use.
Start here · the free first step
RevOps — Revenue Operations starts the same way every engagement does: with Discovery.
Two distinct moves — a free, no-obligation Discovery Session to find your value at stake, then the Discovery & Blueprint: 14 structured outputs — value model, roadmap and business case — before a pound of delivery is committed.
Engaged alone or as one engine