Case study · Revenue operations
How 3 & Four Unified RPM Company’s Revenue Operations in HubSpot
Illustrative case file. Figures from the engagement.
01 · Background
A digital health platform scaling across teams and channels
RPM Company is a U.S.-based digital health company providing an AI-powered platform for remote patient monitoring and chronic care management. The platform enables healthcare providers to track patient health data remotely using connected medical devices and intelligent clinical software. By facilitating better patient engagement, improving health outcomes, and streamlining clinical workflows, RPM Company helps healthcare organizations manage chronic conditions more efficiently.
02 · Challenges
Six places where structure and alignment needed strengthening
As RPM Company scaled its go-to-market efforts, the revenue ecosystem grew across multiple channels, teams, and workflows. During this expansion, certain areas emerged where structure and alignment could be strengthened to support smoother execution and greater visibility across the funnel.
Limited lead-to-revenue visibility
Visibility across the full lead-to-revenue journey was limited, making it harder to consistently understand how leads were progressing through each stage of the lifecycle.
Non-linear prospect journeys
Prospect journeys were not always linear, and where decisions took longer, there was a need for a more structured way to maintain continuity and re-engage opportunities over time.
Inconsistent handling of missed meetings
The way missed or unattended meetings were handled varied across situations, which sometimes led to differences in follow-up timing and next-step actions.
Reporting spread across layers
Reporting existed across marketing, SDR, and sales, but the insights were spread across different layers, making it difficult to get a single, unified view of performance.
Inconsistent lead source data
Lead source data came in from multiple channels, and differences in how it was captured made it harder to compare channel performance consistently.
Mixed funnel stages in one structure
Contacts entering the system at different stages of their journey were managed within the same structure, making it less straightforward to separate and analyze funnel stages.
03 · Solution
Clarity, consistency and scalability across the revenue operation
Our focus was to bring more clarity, consistency, and scalability into RPM Company’s revenue operations within HubSpot, especially across funnel tracking, reporting, and day-to-day execution.
Structured revenue lifecycle design
We refined the lifecycle structure to better reflect how prospects actually move through the sales process, with clearer definitions around qualification, active engagement, and conversion, so teams track progress consistently.
Structured engagement continuity model
A more defined way to manage longer or paused buyer journeys, so conversations keep their visibility over time and can be picked up again in a structured, intentional way.
Automated meeting follow-up system
To bring consistency into SDR workflows, we implemented automation for missed meetings.
Unified revenue reporting system
A connected reporting system across marketing, SDR, and sales: the full journey from first touch to closed revenue, SDR activity and engagement, pipeline movement and conversion trends, and marketing channel effectiveness, all in one place.
Standardized lead attribution framework
A consistent way of capturing lead source information across all channels, making reporting more reliable and showing clearly which channels drive performance.
Funnel segmentation enhancement
Early-stage leads separated more clearly from mid-funnel and onboarding contacts, improving reporting accuracy and making each stage easier to analyze on its own.
Pre-sales and sales process optimization
Refined parts of the pre-sales and sales journey to improve handoffs between teams and reduce friction, creating a more structured, predictable flow from lead engagement to opportunity creation.
Role-based dashboard framework
Dashboards tailored to each team: marketing for lead generation and campaign performance, SDR for outreach activity and meeting performance, sales for pipeline health and revenue tracking.
04 · Results and impact
Results & Impact
After implementation, RPM Company saw meaningful improvements when comparing two equivalent six-month periods, and more structure and clarity in how revenue operations work across the organization.
Deals closed-won growth
Better funnel visibility and more consistent follow-ups improved overall conversion across opportunities.
Revenue growth
Stronger reporting clarity, improved focus on high-intent opportunities, and better execution across the funnel contributed to increased revenue performance.
One view across teams
Marketing, SDR, and sales now operate with a unified view of the funnel, and leadership has real-time visibility into performance and pipeline health.
Predictable pre-sales and sales
Workflows are more consistent and easier to follow, pre-sales and sales execution became more aligned, and decisions are grounded in clear, connected data.
Beyond the numbers, the engagement brought structure and clarity to how revenue operations work across the organization.
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