1
A hot inbound lead arrives
Marketing → SDR
Who responds within the hour?
The play Route by fit in minutes, and reply the same hour.
Seen inHubSpotChili PiperLeanData
Revenue Handoff Audit
Who owns the handoffs?
Revenue rarely slips inside a team. It slips between them. Here are the 12 moments where it passes from one team to the next. For each one, mark whether a named role owns it on your team. It takes about two minutes, and nothing is sent anywhere.
Phase 1 · Win
The deal gets opened, proved and signed.
2
Meeting held, no deal opened
SDR → AE
Who opens the opportunity?
The play Open it within a day, with a next step and an amount.
Seen inGongChili PiperSalesforce
3
The technical evaluation starts
AE → Sales engineer
Who owns the proof?
The play Write down the buyer's success criteria before the demo, and test against them.
Seen inGongSalesforceHubSpot
4
Verbal yes, the paper stalls
AE → Legal + Procurement
Who drives it to signature?
The play Map the paper process at the proposal, with one owner for each step.
Seen inSalesforceHubSpotDealHub
Phase 2 · Keep
The customer stays because someone noticed in time.
5
Closed won, kickoff booked
AE → CSM
Does CS know what was promised?
The play A handoff note before kickoff: goals, promises, who signs next.
Seen inHubSpotGongVitally
6
Usage drops before renewal
Product + Support → CSM
Who calls before the renewal does?
The play Call 90+ days out, with usage and open cases in hand.
Seen inPendoAmplitudeZendesk
7
Your champion leaves
CSM + AE
Who rebuilds the relationship?
The play Meet the replacement in 30 days. Follow the old champion to their new company.
Seen inUserGemsLinkedInSalesforce
8
The renewal is 120 days out
CSM → AE + Finance
Who prices the renewal?
The play Price it at 120 days with usage and health in hand, not at 30.
Seen inGainsightSalesforceStripe
Phase 3 · Grow
The account grows, and the lessons travel back.
9
A new team starts buying
CSM → AE
Is it sales or CS?
The play Decide it once: CS spots it, the AE runs it, both get credit.
Seen inCommon RoomPocusStripe
10
They hit their plan limit
Billing + Product → AE
Who opens the upgrade conversation?
The play Flag it at 80% of the limit, and call with the options before it's 100%.
Seen inStripePendoAmplitude
11
A customer has a great quarter
CSM → Marketing
Who asks for the referral?
The play Ask within two weeks of a result they can measure.
Seen inG2UserEvidenceGong
12
Same churn reason, again
CS → Marketing + Sales
Who changes the pitch?
The play Monthly: the top 3 loss and churn reasons go to marketing and sales leaders.
Seen inGongQualtricsG2
Your real handoffs
See where revenue slips on your own CRM.
The Growth Diagnostic reads your CRM and the tools you connect, and shows where revenue is slipping. Sadie, our revenue agent, then opens a play for each gap, with an owner and a due date, and checks each week that it moved.
We're opening Greenwake to a small group of revenue leaders first. Send your audit and we'll respond to you directly.
How it works
Owned, or nobody's job.
What is a revenue handoff?
A moment when the next step on a deal or a customer passes from one team to another: an SDR's meeting to an AE, a closed deal to customer success, a usage drop to whoever calls before the renewal. Each team usually does its own part well. The revenue that slips tends to sit between them, where nobody's name is on the next step.
Why does "it depends" count as nobody?
Because when the moment comes, nobody acts first. If two teams could each pick it up, each assumes the other will. A handoff is owned when one named role does it every time, with a play they both agreed on.
Which handoff should we fix first?
Start with the ones closest to revenue already on the books: pricing the renewal early, a usage drop before renewal and the kickoff after a deal closes. Then the new business handoffs, then the growth ones. The audit orders your unowned handoffs that way.
How does Greenwake help?
The Growth Diagnostic reads your CRM and the tools you connect and shows where revenue is slipping. Sadie, Greenwake's revenue agent, then opens a play for each one with an owner and a due date, and checks each week that it moved.