Where GTM strategy becomes a predictable revenue engine.
For B2B SaaS companies scaling through roughly $10M–$50M ARR. ScaledRev turns the growth decision into the operating model and production systems inside the Salesforce or HubSpot your team already runs.
Growth is not a motivation problem. It's a systems problem.
The team can sell. The operating model hasn't kept up. Forecasting, territories, pipeline, quoting, and capacity are still being run for the company you used to be—not the one you are becoming.
Most advisors stop at the recommendation. Most GTM engineers start at the tool. ScaledRev owns both: one senior operator from the board-level decision through the working system inside your CRM.
The plan doesn't leave in a deck. It ships.
ONE OPERATOR · THE WHOLE CHAIN
From the growth decision to the system that runs it.
Most companies hire a strategist, then an agency, then an admin—and the plan loses something at every handoff. ScaledRev covers the whole chain: one senior operator, from the board-level decision down to the systems that generate the meetings and pipeline the number depends on.
01Revenue StrategyHow should this company grow?
Bookings model + scenarios
Segmentation + ICP
Pricing + packaging
The growth plan
02Operating ModelWhat has to be true to hit it?
Marketing waterfall
Sales + SDR capacity + quota
Hiring sequence
The capacity plan
03GTM WorkflowsHow does the work run?
Lead status + intent routing
Territories + coverage
Forecasting + deal desk
The operating cadence
04Production SystemsHow do we make it real?
CRM apps + CPQ
Live operating dashboards
AI agents + integrations
Systems in the CRM
FEATURED FIELDWORK · REVENUE OPERATING SYSTEM
A bookings target, turned into the meetings this quarter depends on.
For a Series B, venture-backed company, ScaledRev worked backward from the board's bookings number to the pipeline, meetings, and hires each quarter required—then built the weekly dashboards and the intent-routed outbound that actually generate them.
01Bookings targetThe board number, by quarter
02Activity waterfallMeetings + pipeline required
03Sales + SDR capacityThe team the plan needs
04Weekly dashboardsActuals vs goal, W/M/Q
05Intent-routed outboundCold to programs, hot to reps
THE QUESTION IT ANSWERS EVERY WEEK
Are we creating enough meetings and qualified pipeline this quarter to hit the bookings we've promised two quarters out?
Since 1998 across sales leadership and operations—Virage through its IPO, StrongView through private-equity acquisition, and the Demandbase leadership team from $30M to well over $200M in annual sales. The pattern recognition to see where growth breaks—and the technical depth to build what fixes it.
NOW · SENIOR ADVISOR, REVENUE OPERATIONS — NORWEST VENTURE PARTNERSGTM SYSTEMS ACROSS 30+ PORTFOLIO COMPANIES
WHO THIS IS FOR
The business is proven. The operating model isn't.
ScaledRev works with B2B SaaS companies around $10M–$50M ARR—real pipeline, quota, and renewals—whose forecasting, territories, reporting, and systems still run the way they did at $5M. The engagement closes that gap without putting the number at risk.
STAGE
Roughly $10M–$50M ARR, scaling past founder-led motion
BACKING
Venture and growth-equity portfolios
STARTING POINT
A capable sales team still running on patched workflows and tribal knowledge
WAYS TO WORK TOGETHER
Leadership when you need it. Systems your team keeps.
01
Embedded leadership
Fractional CRO
For the moment the team can sell but the CEO, CFO, or CRO no longer trusts the operating plan—senior leadership for the forecast, capacity model, and machine behind the number.
Spec-driven, agent-assisted design and build across lead flow, territories, quoting, forecasting, dashboards, and AI—versioned, tested, and governed inside your stack.
AI proposes. A person approves. Every change can be undone.
Most AI tools hand you an answer and ask for trust. In the systems ScaledRev builds, material recommendations and changes to customer data are traceable, reviewable, and reversible—and routine automation runs only inside rules your team has approved.
AI compresses the build cycle. A senior operator owns the outcome.
Research, prototyping, implementation, tests, and documentation move in parallel at the pace of a small build team. Michael owns the model, the architecture, the business calls, and the production release. The result is a working demo in days and a controlled rollout in weeks—not a months-long agency handoff. Every build is versioned, tested, and governed, with human approval for anything that touches customer data and a clear path to roll back.
Day oneWorking session
Days 2–5Prototype
Week oneLive demo
Weeks 2–6Controlled rollout
OngoingTeam ownership
THE SCALEDREV METHOD
Diagnose. Design. Build. Run.
One path from “something is stuck” to a working system your team trusts and runs on their own.
01
Diagnose
Find what is actually blocking growth—market, team, process, or the data underneath it.
A clear picture of the problem
02
Design
Turn a fuzzy problem into plain options, tradeoffs, and a recommendation you can decide on.
Options + a recommendation
03
Build
Build the fix inside Salesforce, HubSpot, Slack, or Sheets—the tools your team already runs.
A working system, in weeks
04
Run
Prove it works, put guardrails around the edges, and hand the keys to your team.
Safeguards + an operating rhythm
SELECTED FIELDWORK
The strategy gets real when something useful exists.
From the bookings plan down to the systems that run it: knowing which accounts deserve attention, follow-up that stops slipping, territories that stay fair, quotes without the spreadsheet, pipeline truth without the workbook—each solved inside the tools the team already ran.
Strategic enough for the boardroom. Detailed enough for the build.
Michael is a fractional revenue leader and GTM engineer—the executive operator who can set the plan, model what has to be true, and personally build the production system behind it. Today he serves as Senior Advisor for Revenue Operations at Norwest Venture Partners, working across more than thirty venture and growth-equity portfolio companies.
The judgment comes from an operating career, not a framework: B2B SaaS since 1998, from solutions engineering to global sales leadership and field operations—through an IPO, an acquisition, and Demandbase's run from $30M to well over $200M.
The work never ends with a deck or a handoff. Michael joins the operating conversation, builds the mechanism, tests it, and stays close enough to make the new way of working real.
CURRENT THINKING · LINKEDIN
What I'm seeing in the field.
The website holds the durable casework. Michael writes on LinkedIn about what is changing now—GTM Engineering, AI-native execution, and the operating discipline required to ship it.
A fractional CRO gives a company senior go-to-market leadership without a full-time executive hire. ScaledRev is built for the point when the team can sell but the operating plan, forecast, or capacity model is no longer trusted—setting the plan and building the machine behind it.
What is GTM engineering?
GTM engineering is a spec-driven, agent-assisted way to design and build the systems a revenue team runs on—pipeline, lead routing, quoting, forecasting, dashboards, and AI—inside the company’s existing stack. The work is versioned, tested, and governed, and the same operator carries it from the business decision into production.
How is ScaledRev different from a RevOps agency?
One senior operator owns both the decision and the build, so there is no strategist-to-agency-to-admin handoff where the plan degrades. The work ships inside your Salesforce or HubSpot, tuned to your business, and your team owns it afterward.
What stage and size of company is ScaledRev for?
B2B SaaS companies scaling through roughly $10M–$50M ARR, typically venture- or growth-equity-backed, with a proven sales motion whose operating model has not kept pace with the business.
How fast can a build ship?
A working demo can land in days and a controlled rollout in weeks, not after a months-long agency cycle. AI compresses the work of a small build team, while Michael owns the model, the architecture, the business decisions, and the production release.
Does the AI touch our customer data unsupervised?
No. Material recommendations and any change to customer data are traceable, reviewed, and approved by a person, and every change can be rolled back. Routine automation runs only inside rules the team has approved.
How does an engagement start?
With a 30-minute fit conversation about one revenue bottleneck, to decide whether it needs leadership, a focused build inside your CRM, or both. No deck, no pitch.
Who is behind ScaledRev?
Michael Heilmann—in B2B SaaS since 1998, through Virage's IPO, StrongView's acquisition, and the Demandbase leadership team's run from $30M to well over $200M in annual sales. He is Senior Advisor for Revenue Operations at Norwest Venture Partners, working across more than thirty portfolio companies.
THE NEXT CONVERSATION
Tell me where growth is stuck. We'll build what gets it moving.
ScaledRev