ScaledRev

AI-FIRST GTM ENGINEERING · FRACTIONAL CRO

Where GTM strategy becomes a
predictable revenue engine.

You know where growth is stuck. ScaledRev builds the fix—AI-powered systems for pipeline, quoting, territories, and reporting that live inside the Salesforce or HubSpot your team already runs.

See how the work runs
THE PRACTICE

Growth is not a motivation problem.
It's a systems problem.

Growth stalls when territories, lead flow, quoting, and reporting stop matching the way the company actually sells. The fix is rarely more effort—it's the system underneath.

ScaledRev brings CRO judgment and the ability to actually build: the same person who helps you make the call sits down and makes it real inside your CRM.

You bring the problem. Your team keeps the system.

THE CAPABILITY SPINE

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.

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.

  1. 01Bookings targetThe board number, by quarter
  2. 02Activity waterfallMeetings + pipeline required
  3. 03Sales + SDR capacityThe team the plan needs
  4. 04Weekly dashboardsActuals vs goal, W/M/Q
  5. 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?

Read the full case
DEMANDBASE, JOINED AT$30M
SCALED THROUGH$200M+

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 GTM predates AI.

ScaledRev works with companies whose revenue motion is real—pipeline, quota, renewals—and whose operating systems were built before AI could carry part of the load. The engagement closes that gap without putting the number at risk.

STAGE
Series A through mid-market
BACKING
Venture and growth-equity portfolios
STARTING POINT
A proven motion still run on spreadsheets and tribal knowledge

THE CONTROL LOOP

AI earns its place when the work is traceable.

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.

PRODUCTION, NOT PROTOTYPESNAPSHOT · EVALUATE · APPROVE · PUBLISH · ROLL BACK

HOW THE WORK GETS BUILT

AI-native delivery, run by a senior operator.

ScaledRev builds with frontier models and parallel specialist agents—research, prototyping, implementation, tests, and documentation moving at once. Michael owns 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—and every build ships behind the controls above, where a person approves anything that touches customer data and any change can be rolled back.

  1. Day oneWorking session
  2. Days 2–5Prototype
  3. Week oneLive demo
  4. Weeks 2–6Controlled rollout
  5. 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.

Open the project fieldbook
BUILD / 01AI RESEARCH
Knowing which accounts deserve attention—and whyRESEARCH → SCORE → REVIEW → PUBLISH
BUILD / 02REVENUE OPERATIONS
Follow-up, territories, and alerts that run themselvesSIGNAL → STATUS → OWNER → ACTION
BUILD / 03CUSTOM APPLICATIONS
Quotes, dashboards, and CRM apps—no new vendorWORKFLOW → INTERFACE → CONTROL → SCALE
OPERATOR / BUILDER / ADVISOR
Michael Heilmann, founder of ScaledRev
MICHAEL HEILMANNSENIOR ADVISOR, REVENUE OPERATIONS · NORWEST VENTURE PARTNERSSAN FRANCISCO, CA
LinkedIn

MICHAEL HEILMANN · FOUNDER

Strategic enough for the boardroom. Detailed enough for the build.

Michael is a GTM engineer and fractional revenue leader. Today he serves as Senior Advisor for Revenue Operations at Norwest Venture Partners, bringing GTM systems and an AI operating practice to 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 is never a deck handed off from the sidelines. ScaledRev joins the operating conversation, builds the mechanism, and stays close enough to make the new way of working real.

COMMON QUESTIONS

The questions
buyers ask first.

What is a fractional CRO?
A fractional CRO is a part-time chief revenue officer who gives a company senior go-to-market leadership without a full-time executive hire. ScaledRev embeds for the stretch between founder-led sales and a fully scaled revenue organization—setting the plan, the operating model, and the systems the team runs on.
What is GTM engineering?
GTM engineering is designing and building the systems a revenue team runs on—pipeline, lead routing, quoting, forecasting, dashboards, and AI—directly inside the CRM the company already uses. It carries strategy through to working software, built by the same operator who helped make the decision.
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?
Series A through mid-market B2B SaaS, typically venture- or growth-equity-backed, with a proven sales motion whose operating systems were built before AI could carry part of the load.
How fast can a build ship?
A working demo in days and a controlled rollout in weeks, not a months-long agency engagement. ScaledRev builds with frontier models and parallel specialist agents, while a senior operator owns 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.

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