RevOps: Take-Home Assignment
This assessment should take approximately 4-5 hours. If you go over, just hand it in anyway - the main thing we'll look at is how you think and execute under a time constraint. There are no trick questions. Use the text fields throughout to summarize key decisions, and submit a full miro board + Loom walkthrough on the final page showing the final product of all of these decisions.
The boxes under each question should just be used to help you reason, and for us to understand your reasoning, but the true bulk of the time you spend will be on the final miro board blueprint.
We highly suggest reading the whole assignment before starting execution.
Company: AcmeFlow, B2B SaaS workflow automation for mid-market technology companies.
Team: 45 employees | 8 Sales Reps | 3 SDRs | 2 CSMs | 1 Marketing Manager | No dedicated RevOps
Sells to: B2B SaaS, 50-500 employees, Operations / RevOps / Sales teams, North America & Europe
ACV: SMB $8k ARR | Mid-market $25k ARR | Enterprise $70k+ ARR
Sales cycle: SMB ~14 days | Mid-market ~45 days | Enterprise ~90 days
GTM motions: Inbound demo requests, free trial signups (PLG), product-led expansion, outbound prospecting, partner referrals
Product: Multi-user workspaces, team collaboration, third-party integrations, usage-based expansion, enterprise feature upgrades. Accounts often have multiple users, departments, workspaces, and varying adoption levels.
Current challenges: Duplicate records, inconsistent lifecycle stages, poor lead routing, unclear ownership rules, manual opportunity creation, low product usage visibility, inconsistent deal creation by AEs, weak reporting accuracy, limited account penetration visibility, stalled opportunities open too long.
Part 1: CRM Architecture & Lifecycle Design
Design the lifecycle and qualification framework. Include:
• Lifecycle stages and lead statuses
• MQL, SQL, and PQL criteria
• Disqualification reasons, recycling logic, and stalled lead logic
• Sales ownership rules
Explain: Which fields are user-controlled vs automation-controlled, how lifecycle stage should progress, how to prevent backwards movement, and how to avoid marketing vs sales ownership conflicts.
Walk us through your lifecycle and qualification framework. Summarize your key design decisions.
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Part 2: Lead Scoring & Qualification Logic
Design a lead scoring model using: Firmographic fit, behavioral engagement, product usage, ICP alignment, buying intent, and negative scoring.
Include: Score thresholds, tier definitions, fit score vs engagement score, PQL / MQL / SQL thresholds, SQL handoff logic, score decay, and suppression rules.
Positive signals: Demo request, trial signup, website visits, high-value page views, users added, integration connected, usage spike, target industry, company size match
Negative signals: Student or competitor, free/invalid email domain, low-fit geography, 60+ days no activity, unsubscribed, existing customer, recently closed lost
Walk us through your lead scoring model. Summarize score thresholds, tier definitions, and key signal logic.
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Part 3: PLG & Account Usage Architecture
Scenario: The product has free trials, multiple users per account, workspaces, usage events, and expansion opportunities.
1. Object Model: How would you model contacts/users, companies/accounts, workspaces, usage events, trials, and expansion opportunities? Standard vs custom objects, behavioral events, association labels?
2. Account Usage Signals: Which signals sync to HubSpot (e.g., trial started, first action, teammate invited, integration connected, WAU, last active date)? For each: informational, qualification-related, expansion-related, or churn-risk?
3. PQL Logic: PQL criteria, score weighting, account vs contact-level scoring, trigger thresholds, SDR vs AE ownership, suppression rules.
4. Opportunity Triggers: When does product activity trigger a deal or lead? Enrollment criteria, workflow actions, naming convention, pipeline/stage, owner assignment, duplicate prevention.
5. Account Penetration: Properties and reports to track user adoption, department coverage, admin identification, product adoption score, and expansion readiness.
Walk us through your PLG architecture. Cover the object model, usage signals, PQL logic, opportunity triggers, and account penetration.
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Part 4: Workflow Automation Design
Design workflow logic for the 4 scenarios below. Where placeholders appear (…), define the values yourself and explain your choices.
Scenario A - Qualified Tier 1 Lead: Lead score > [X], company tier = Tier 1, lifecycle stage ≠ [X] → set lifecycle stage, create deal, assign owner, create SDR task, notify sales, add to sequence. Explain enrollment triggers, re-enrollment, and failure handling.
Scenario B - Tier 2 Lead Stalled: Company tier = Tier 2, account status = [X], no activity for [X days] → update status, create follow-up task, additional actions. Explain conflict prevention and recycle logic.
Scenario C - Stalled Opportunity: Deal open, no [activity], stage ≠ [X] → follow-up task + 2-3 additional actions. Define 'no activity', whether stage moves automatically, and required close-lost fields.
Scenario D - Recycle Closed Lost: Deal closed lost, reason = [X], closed > [X months] ago, new engagement or usage → define recycle actions. Explain suppression rules, re-entry criteria, reporting impact.
Walk us through your workflow logic for all 4 scenarios. Define your threshold values and explain your reasoning.
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Part 5: Deal Pipeline Architecture
Design a structured sales pipeline for: New Business, Expansion, and Renewal / customer growth (if relevant).
For each pipeline include: Pipeline name, deal stages, stage probability, entry and exit criteria, required fields by stage, closed lost reasons, and forecasting rules.
Explain: Why each stage exists, how to reduce pipeline pollution, how to prevent premature deal creation, how to standardize AE behavior, and when automation should create a deal vs when sales should create one manually.
Walk us through your pipeline architecture. Include stages, entry/exit criteria, required fields, and closed lost reasons.
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Part 6: Reporting & Dashboards
Leadership wants visibility into: Lead volume, MQL→SQL conversion, PQL→opportunity conversion, source quality, time to first response, sales activity, pipeline aging, sales velocity, win rate, product usage by account, account penetration, expansion readiness, and funnel leakage.
Define the following 5 dashboards. For each include: target audience, key reports, required properties, objects used, and business questions answered:
1. Executive Dashboard
2. Sales Manager Dashboard
3. SDR Dashboard
4. PLG & Product-Led Sales Dashboard
5. Data Hygiene Dashboard
Define the 5 dashboards you would build. For each: audience, key reports, required properties, and business questions answered.
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Part 7: Data Governance & CRM Hygiene
Design a governance approach for HubSpot. Include:
• Required property rules and naming conventions
• Duplicate management strategy
• Lifecycle governance (who can change what, and when)
• Permission strategy for SDRs, AEs, Marketing, and Admins
• Field ownership and source-of-truth rules
• Data validation checks and audit cadence
Explain: Which properties should be protected from manual edits, which workflows should be monitored, which fields sales should not edit, how to handle imports, and how to prevent automation conflicts.
Walk us through your data governance approach. Include naming conventions, permissions, lifecycle governance, and duplicate management.
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Part 8: Technical Implementation Thinking
Answer each of the following questions concisely. Focus on clarity and real-world experience.
When would you use a custom object instead of a custom property?
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When should product usage be stored as properties vs events?
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How would you sync product data into HubSpot?
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How would you prevent duplicate deal creation?
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How would you debug a contact that should have become a Lead but did not?
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What are the risks of over-automation?
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What should never be automated without human review?
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How would you migrate lifecycle stages from another CRM?
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How would you structure permissions for SDRs, AEs, Marketing, and Admins?
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Deliverables:
• A miro board covering all 8 parts of this assignment
• A Loom walkthrough (max 25 minutes) walking through your slides
Share your slide deck with edit access and paste both links below.
Questions? Email lorenzo@workflows.io
Paste your miro board link
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Make sure to make it public!
Paste your Loom walkthrough link
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