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RevOps & CRM Template Pack
Five working templates that turn the Revenue Follow-Through Framework into a running system: a lifecycle map, routing rules, a CRM setup checklist, a follow-up SLA sheet, and a 90-day priority matrix. Ungated — no email, no download wall.
Last updated 15 September 2026
No email required. Nothing is gated. If these save you a week of setup, they have done their job.
Each template is the artifact its framework stage produces. Fill them in for your business, then load them into your CRM. Every version below the headings is plain text you can select and paste into a doc, a spreadsheet, or directly into HubSpot or Zoho.
How to use the pack
- Fill the lifecycle map first — every other template references its stage names.
- Write routing rules for your real channels, not ideal ones. Include exceptions: what happens at 9pm, when the owner is on holiday, when a lead does not match.
- Load the checklist into your CRM project and tick it off as you go.
- Review the SLA sheet with the people who actually respond to leads — an SLA the team has not agreed to is a document, not a process.
- Run the 90-day matrix as your implementation roadmap, and re-review it monthly with the reporting template.
1. Lifecycle stage map
One shared language for what a lead is. Every stage needs entry criteria (when it starts) and exit criteria (when it moves on), plus a single owner.
| Stage | Entry criteria | Exit criteria | Default owner |
|---|---|---|---|
| Inquiry | Any new contact from any channel: form, WhatsApp, phone, referral | Contact details are complete enough to reply | Marketing / whoever runs the channel |
| Accepted | Logged in the CRM with a source and an owner | Qualification check started | Assigned owner (see routing rules) |
| Qualified | Fits the written qualification criteria: need, budget authority, timeline | Agreed to a next step (call, quote, visit) | Owner + sales lead for edge cases |
| Engaged | Next step scheduled or delivered | Proposal or quote requested | Owner |
| Proposal | Quote or proposal sent with a value | Decision received or follow-up cadence exhausted | Owner |
| Won / Lost | Decision received | Recorded with a reason — wins trigger onboarding, losses trigger the win-back list | Operations |
Plain-text version — select all and paste
LIFECYCLE STAGE MAP (fill the brackets) Stage | Entry criteria | Exit criteria | Owner -----------+------------------------------------+-------------------------------------+---------------------- Inquiry | New contact, any channel | Contactable (name + reply channel) | [channel owner] Accepted | In CRM with source + owner | Qualification check started | [routing owner] Qualified | Meets need/budget/timeline criteria| Agreed next step | [owner] Engaged | Call/visit scheduled or delivered | Quote or proposal requested | [owner] Proposal | Quote sent with value | Decision received or cadence done | [owner] Won/Lost | Decision received | Reason recorded | [operations] HubSpot naming: Subscriber→Lead→MQL→SQL→Opportunity→Customer. Zoho: Contact→Converted→Deal stages. Map these six stages onto YOUR system's names and write them down — do not let the CRM default names stand in for definitions.
2. Lead routing rules
Every new lead gets exactly one owner, automatically. The table covers your normal cases; the exceptions row is where most setups fail.
| Condition | Assigned to | First action | If not actioned in |
|---|---|---|---|
| Form inquiry, service [A] | Service owner [name] | Reply + qualify within SLA | 1 hour → notify [manager] |
| WhatsApp inquiry | Owner of that number; logged in CRM within 15 min | Reply + log with source | 1 hour → notify [manager] |
| Phone call, no answer | Receptionist | Log missed call + callback task | 2 hours → reassign to [backup] |
| Repeat customer / existing contact | Their previous owner, not new routing | Personal reply | 1 hour → notify [manager] |
| No matching rule (exception) | [Manager name] — human review queue | Manual assign + note the gap in routing rules | 1 business day → escalate |
Plain-text version — select all and paste
LEAD ROUTING RULES IF condition THEN owner FIRST ACTION ESCALATION Form inquiry, service [A] [name] Reply + qualify 1 hr → [manager] WhatsApp inquiry [number owner] Reply + log (15 min) 1 hr → [manager] Phone call, no answer [reception] Log + callback task 2 hr → [backup] Repeat customer [previous owner] Personal reply 1 hr → [manager] No matching rule (EXCEPTION) [manager] review queue Manual assign 1 business day Rules of thumb: one owner per lead, never two. Assign the exception path to a person, not a group inbox. Review the exception queue weekly and turn recurring exceptions into new rules.
3. CRM setup checklist
The order that avoids rework: definitions first, then fields, then automation, then reporting. Works for HubSpot and Zoho; field names are mapped where they differ.
- Write lifecycle stages with entry/exit criteria before touching the CRMUse template 1. Do not start from the CRM's default stage names.
- Create the pipeline(s) with stages that mirror the lifecycle mapSeparate new-business and repeat-business pipelines if volumes differ.
- Create core contact fields: source, channel, service interest, ownerHubSpot: 'Original Source' is automatic — add 'Channel detail' custom property. Zoho: 'Lead Source' + 'Source Details'.
- Require fields per stage (amount, close date, source) before a deal can advanceHubSpot: deal stage required-field setting. Zoho: layout validation rules.
- Set routing rules per template 2 — round-robin only for genuinely identical ownersHubSpot: lead-rotation or workflow 'assign to owner'. Zoho: assignment rules.
- Create the exception queue view: leads with no owner or no activity for X hoursHubSpot: saved filter 'unassigned or no follow-up in 24h'. Zoho: 'Custom View' with criteria.
- Build the follow-up tasks/sequences per the SLA sheet (template 4)Templates for call, email, and WhatsApp cadences — sequence lengths of 3–5 touches, not 15.
- Build the monthly report: lead quality, response time, stage conversionOne report, both teams review it. Volume-only dashboards hide quality problems.
- Test with three real lead journeys end-to-end before handoverA form lead, a WhatsApp lead, and a repeat customer — each must hit every rule.
- Write the one-page process doc and set the handover dateYour team owns administration from day one; the doc is the handover artifact.
Plain-text version — select all and paste
CRM SETUP CHECKLIST (in order) [ ] 1. Write lifecycle stages w/ entry + exit criteria FIRST (template 1) [ ] 2. Create pipelines mirroring the lifecycle map [ ] 3. Core contact fields: source, channel detail, service interest, owner [ ] 4. Required fields per stage: amount, close date, source [ ] 5. Routing rules per template 2 (exception path = a person, not a group inbox) [ ] 6. Exception queue view: unassigned or idle > 24h [ ] 7. Follow-up tasks/sequences per SLA sheet (3-5 touches per lead) [ ] 8. Monthly report: lead quality + response time + stage conversion [ ] 9. Test 3 real journeys end-to-end (form, WhatsApp, repeat customer) [ ] 10. One-page process doc + agreed handover date HubSpot/Zoho field mappings: source = Original Source (HS) / Lead Source (Zoho); routing = workflows+rotation (HS) / assignment rules (Zoho); exception view = saved filter (HS) / custom view w/ criteria (Zoho).
4. Follow-up SLA sheet
Who replies, how fast, how often, and what happens when they don't. Every number below is a placeholder to negotiate with your team — then it becomes binding.
| Lead type | First response | Follow-up cadence | Escalation |
|---|---|---|---|
| New form inquiry | Within 1 business hour | Day 1, 2, 4 — then weekly for 4 weeks | Unworked 4 hours → manager notified |
| WhatsApp inquiry | Within 15 minutes (same channel) | Same-day + next-day touch | Unanswered 1 hour → backup number |
| Missed phone call | Callback within 2 business hours | Same-day retry + next-day email | No contact 1 day → reassign |
| Repeat customer | Personal reply within 1 hour | Owner's usual cadence — no sequences | N/A — owner accountable |
| Unqualified / poor fit | Polite decline within 1 business day | None — record reason, close stage | N/A |
Plain-text version — select all and paste
FOLLOW-UP SLA SHEET (negotiate, then make binding) Lead type First response Cadence Escalation New form inquiry 1 business hour D1, D2, D4, then weekly x4 4 hrs unworked → manager WhatsApp inquiry 15 min, same channel Same-day + next-day 1 hr → backup number Missed call 2 business hours Same-day retry + email next 1 day → reassign Repeat customer 1 hour, personal Owner's own cadence owner accountable Poor fit Polite decline, 1 day None record reason, close Owner: [name] Backup: [name] Review cadence: monthly, against the reporting template.
5. 90-day priority matrix
The implementation roadmap: each row is one problem, the action, the owner, the dependency, and how you will know it worked. Copy the row structure into your planning doc.
| Problem | Action | Owner | Dependency | Review signal |
|---|---|---|---|---|
| Leads land in different inboxes | Agree one capture point per channel; log everything in the CRM | [Ops] — week 1–2 | None — do this first | Exception queue is empty for 2 weeks |
| Response time varies by workload | Adopt the SLA sheet; set routing + escalation rules in the CRM | [Owner + Ops] — week 3–4 | Capture points agreed first | Median first-response time under SLA |
| No shared view of lead quality | Build the monthly report: quality, response, stage conversion | [Ops] — week 5–6 | Routing live so data is clean | First monthly review held with both teams |
| Qualified leads stall after the call | Define next-step artifact per stage (quote, visit, proposal) | [Sales] — week 7–8 | Lifecycle definitions agreed | Stage-conversion rate visible per stage |
| Nobody owns the process after setup | Document + hand over; administration assigned by role | [Manager] — week 9–10 | All prior rows live | Team runs a review without the consultant |
Plain-text version — select all and paste
90-DAY PRIORITY MATRIX Problem | Action | Owner | Week | Dependency | Review signal Leads in different inboxes | One capture point per channel | [Ops] | 1-2 | none — first | Exception queue empty 2 wks Response varies by workload | SLA + routing + escalation in CRM | [Owner+Ops] | 3-4 | capture points agreed | Median response under SLA No shared lead-quality view | Monthly report built | [Ops] | 5-6 | routing live | First joint review held Qualified leads stall | Next-step artifact per stage | [Sales] | 7-8 | lifecycle defined | Stage conversion visible Nobody owns process post-setup | Document + handover | [Manager] | 9-10 | rows 1-4 live | Team runs review unaided Dependencies run top to bottom: capture before routing, routing before reporting, definitions before artifacts.
Related free resources
Frequently asked questions
Are these RevOps templates really free?
Yes — no email, no download, no gating. Every template is fully visible on this page in copyable plain text. This is a reference asset, not a lead magnet.
Do these templates work with HubSpot and Zoho?
They are CRM-agnostic: lifecycle stages, routing rules, and SLAs apply to any system, including spreadsheets. Field names in the checklist include HubSpot and Zoho equivalents where the naming differs.
What is the difference between a lifecycle stage and a deal pipeline?
A lifecycle stage describes what a contact is (inquiry, qualified lead, customer). A deal pipeline describes an active sales process with a value and close date. Small businesses usually need both — contacts move through lifecycle stages, and qualified opportunities move through the pipeline.
Should we customize the SLA before implementing it?
Yes — treat every number in the SLA sheet as a placeholder to negotiate with your team, not a standard. An SLA nobody has agreed to will not survive the first busy week.
Want these implemented instead of downloaded?
The pack is free and works without us. If you would rather have the stages built inside your CRM — routing rules, SLAs, and the monthly report — with your team testing real lead journeys before handover, start with a 30-minute discovery call.