Revenue KPIs and definitions
One agreed version of every number, reconciled to the ledger, so leadership decides on facts instead of debating reports.
- Metric definitions
- Weekly scorecards
- Metric audits
- Cohort analysis
- Board reporting
Your revenuestack, wiredto work.
I'm Ross Wilson. I build the revenue systems growing companies run on: KPIs, comp plans, sales and account management operations, and the CRM and integrations underneath. The tools and team you've already paid for start producing revenue you can measure.
The stack grew. The return didn't.
Most companies don't have a tooling problem. They have a return problem: years of investment in software and people that never got connected into one system.
- Software spend climbs every year while revenue per employee stays flat.
- Leadership can't get one trusted answer on pipeline, revenue, or churn.
- Growth is capped by manual work nobody planned for.
- AI is on the roadmap, but the data underneath it isn't ready.
Most companies buy tools faster than they connect them.Each one solved a real problem on the day it was bought. Together they became a tangle nobody owns.
Disconnected, every tool is spend without return.Data gets retyped, numbers disagree, and the people you hired to grow the business spend their week reconciling it.
Connected, one record follows a customer from first click to renewal.Leads route themselves, deals bill themselves, and usage feeds straight back to the account owner.
Where the money comes back
Software, data, and the people who run them are some of the largest investments a company makes. Every project is scoped against the ROI it should produce, and measured after it ships.
Recover revenue
Find and close the leaks: failed payments, missed renewals, unbilled usage, and leads that wait too long for a reply.
Reclaim capacity
Automate the work between systems so sales, finance, and ops spend their time on the job they were hired to do, and you grow without adding headcount at the same rate.
Cut wasted spend
Consolidate overlapping tools, retire unused seats, and get full value from the platforms you keep before buying anything new.
Decide faster
One source of truth for pipeline, revenue, and retention, so leadership acts on numbers everyone trusts instead of debating whose report is right.
Make AI pay off
Clean, connected data and guardrails, so AI agents and automations do real work in production instead of stalling as pilots.
Plug the leaks first
Most companies lose revenue between their systems, not inside them. The audit finds every leak, and the build closes the most expensive ones first.
- Leads that waitInstant routing and follow-up turn ad spend into conversations while the lead is still warm.
- Handoffs done by handClosed deals create the account, contract, and invoice on their own. Your team stops retyping and gets back to selling.
- Usage nobody billedProduct usage flows into billing, so every overage and upgrade actually gets invoiced.
- Payments that fail quietlyFailed cards trigger retries, reminders, and payment links automatically, recovering cash you already earned.
- Customers who drift awayUsage and payment signals flag at-risk accounts early, while there's still time to keep them.
What I cover
The whole revenue engine, from the number on the board slide to the field that feeds it. I set the strategy, build the systems, connect them, and stay embedded to keep them running.
StrategyBuildIntegrateEmbed
Compensation design
Comp plans written, modeled, and automated so reps get paid exactly what the plan says, and every payout is traceable.
- AE tiered plans
- AM retention and growth plans
- SDR plans
- Referral payouts
- Payout audits
Sales operations
Every lead routed, booked, attributed, and followed up without anyone chasing it by hand.
- Speed-to-lead
- Scheduling to CRM
- Ad attribution
- No-show recovery
- Deal-size call tiers
Account management
Balanced books, clean handoffs, and routing that scales with the team instead of breaking every time it grows.
- Round-robin routing
- Revenue bands
- Book reassignment
- AM scorecards
- Handoff playbooks
Retention and lifecycle
Churn signals that actually mean churn, plus automated plays that win accounts back.
- Churn rules
- At-risk scoring
- Reactivation
- Lifecycle email
- Product usage signals
Risk and underwriting
Evidence-based underwriting that qualifies applicants faster and never approves on assumptions.
- Multi-lender screening
- Document extraction
- Evidence gates
- Card network ratios
- Credit exposure
Collections and recovery
Dunning and recovery that escalate on schedule and never contact the wrong account.
- Case ladders
- Repayment agreements
- Exclusion rules
- Failed payments
- Call logging
CRM architecture
A Salesforce org that stays secure, fast, and simple for the people who live in it every day.
- Flows and Apex
- Lightning components
- Record page design
- Permissions
- API budget
Integrations and data
Systems that agree with each other, with failures caught and repaired before anyone downstream notices.
- HubSpot
- E-signature
- Telephony and meetings
- SQL and BI
- Reconciliation
AI agents and enablement
AI agents that do real operational work with guardrails, plus training that gets teams using the systems they have.
- Operations agents
- Automated alerting
- AI cost audits
- Self-healing jobs
- Team training
How an engagement runs
You see the expected ROI before any work starts. Every change ships with a backup and a rollback plan.
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1
Audit
1–2 weeksI map every tool, sync, and report, then hand back a ranked plan: what's broken, what it's costing, and what fixing each item is worth.
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2
Build
2–8 weeksI ship the highest-value work first and verify every change against your real data before calling it done.
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3
Embed
MonthlyI stay on as your systems partner, keeping everything healthy and building the next layer as the business grows.
Who you'd work with
I'm Ross Wilson. I build the systems revenue teams run on: the metric definitions leadership reports from, the comp plans reps get paid on, the routing that decides who owns each account, the churn and win-back logic that protects the book, and the underwriting and collections engines that manage risk. Underneath sits the CRM, the integrations, and the dashboards that tie it together.
I've done all of it inside a high-volume payments platform, auditing what's broken, reconciling numbers to the cent, and shipping fixes that hold. You work directly with me, from the first audit to the last deploy.
Selected work
Flagship rebuilds, plus quick wins that paid back in days. Every number is a real finding from production systems. Clients are anonymized; every system described here runs in production.
804accounts found with no account manager
Sales and AM organization
Account management routing rebuild
Every new customer gets the right owner automatically, and adding an AM is a data edit instead of an engineering project.
How it worked
- Before
- A routing change had silently stopped assigning account managers in two revenue bands.
- What I built
- Data-driven revenue bands with a shared round-robin counter, plus paced book reassignments with Slack handoffs when reps join or leave.
4.76%commission overpaid in a single run
Sales compensation
Comp plan audit and rebuild
Payouts now match the plan to the cent, and every AE, AM, and SDR can trace exactly how they were paid.
How it worked
- Before
- The AE commission run summed revenue by account owner, crediting reps with revenue from unrelated businesses.
- What I built
- A rewritten tier ladder and commission engine keyed on the right entity, with AM retention and growth plans and SDR activation plans automated alongside it.
0.5%variance between ledger and CRM
Leadership reporting
One definition of activation
The growth number leadership reports stopped overstating reality, and sales, finance, and comp all use the same one.
How it worked
- Before
- Counting status changes in the CRM overstated activations roughly tenfold.
- What I built
- A ledger-based activation metric reconciled against the CRM, published on the sales dashboard and the weekly scorecard.
166 → 1false churn flags per night
Customer success
Churn and reactivation engine
Account managers chase real churn instead of healthy accounts, and dormant customers get won back automatically.
How it worked
- Before
- 94% of churn flags came from a login rule that marked customers as churned while they were still transacting.
- What I built
- A cadence-based churn rule with safety guards, at-risk scoring synced to marketing, and automated reactivation for dormant accounts.
10lenders screened on every application
Risk and underwriting
Multi-lender underwriting engine
One application now returns a verdict for every financing option, which opened a new revenue line without new reviewers.
How it worked
- Before
- Applications were screened against a single provider, and thousands of submitted documents had never been read.
- What I built
- A rules-based screener with document extraction, evidence gates, and an analytics board that lets the team adjust criteria without a deploy.
1,656accounts given a full collections history
Collections
Collections workstation
Collectors see every case, email, and call in one place and act from a single screen.
How it worked
- Before
- Cases failed to reopen, delinquency flags stuck on, and dunning reached accounts that should have been excluded.
- What I built
- Case and email rollups, corrected escalation logic, exclusion rules, call logging, and e-signed repayment agreements.
15,860meetings linked to the right account
Sales and marketing
Scheduling and attribution rebuild
Every booked call is tied to the right account, rep, and ad campaign, so marketing spend can be judged on pipeline.
How it worked
- Before
- The CRM held 9,367 meeting records with major gaps in who booked what, and from which campaign.
- What I built
- Real-time scheduling sync with a 900-day backfill at zero errors, first-touch ad attribution, and no-show recovery workflows.
~1 week
$3,696overpaid in one commission run
Commission payout audit
Caught a 4.76% overpayment and fixed the formula before the next payroll.
Recomputed the run from source transactions and traced every difference to a bad data join.
~1 week
804accounts with no owner
Ownership sweep and routing fix
Every orphaned account reassigned, and routing rebuilt so it can't happen again.
A routing change had quietly stopped assigning account managers in two revenue bands.
3–5 days
2,663transactions missing from revenue reports
Revenue reporting audit
Every dashboard now counts all the revenue the business actually earned.
An unrecognized payment status was silently dropping completed transactions from every revenue query.
~1 week
166 → 1false churn flags per night
Churn rule fix
Account managers stopped chasing healthy customers and started trusting the alerts.
94% of flags came from one login rule that marked active, transacting customers as churned.
~1 week
9,668referral records never created
Referral tracking repair
Partners credited correctly, with payouts verified to the penny across every rail.
A broken sync and signup flow left 92% of new sign-ups with no referral code attached.
2–3 days
71%of API calls from one integration
CRM API budget audit
Pulled the org back from 91% of its daily API limit without buying more capacity.
Attributed every call to its source and found a sync loop that wrote the same data over and over.
~1 week
2,490submitted documents never reviewed
Underwriting evidence gate
No application can qualify on assumptions; every document is read before a decision.
Documents on 415 applications had been uploaded and never opened by anyone.
~1 week
68 of 69paid-ad bookings caught in real time
Ad-to-pipeline attribution
Every call booked from an ad reaches sales instantly and is tied to its campaign.
First-touch attribution backfilled to 539 accounts with zero mismatches, plus live booking alerts.
3–5 days
12 of 23dashboard logins open to takeover
Access security review
Closed an account-takeover hole in internal dashboards before anyone exploited it.
Audited sign-in and data scoping across internal tools, then locked down claimable accounts.
Works with the stack you already have
I work inside the systems you've already invested in, and only recommend new tools when they clearly pay for themselves.
Tell me what's broken.
Send a few lines about your stack and where it's falling short. I'll reply within one business day with whether I can help, and what a first audit would uncover.