Sample pre-read

A sample GTM diagnostic pre-read, all 39 slides.

Built for Halyard, a company we invented, so every number is illustrative. The structure, the rules and the look are what lands in your inbox 48 hours after you give us read-only access.

Book The Intro CallOr watch the narrated 77-second version

Chapter 01Opening

  1. Opening

    GTM diagnostic · pre-read

    Halyard: what works, what's broken, and what fixing it is worth.

    Read-only from HubSpot · trailing 12 months · four practices · invented company

    • Growth Ops
    • Marketing Ops
    • RevOps
    • FinOps

    Pre-read for the readout · 39 slides · present with P

    Halyard is an invented company · every number on this slide is illustrative
  2. Opening

    In five minutes

    Inbound converts. The hand-off to sales leaks, and nobody can say what a renewal is worth.

    What each practice is worth along your funnel, and its wave. Pipeline sits beside the counted range.

    Growth Ops+$420Kof pipeline, not added
    Marketing Ops+$610Kof pipeline, not added
    RevOps$180K–$390Ka year, counted
    FinOps$0visibility, counted at $0
    Counted: $180K–$390K a year from RevOps. Beside it, never added: +$1.03M pipeline.
    Growth Ops+$420Kof pipeline, not addedToday1 in 3 target accounts never touched; enrichment ran onceFirst moveTiered coverage and a gap alertWave 2 · Jan
    Marketing Ops+$610Kof pipeline, not addedTodayDemo requests wait 19 hours; MQL means a form fillFirst moveRouting, SLA timers, one MQLWave 1 · Nov
    RevOps$180K–$390Ka year, countedTodayMost lost deals have no reason; close dates slideFirst moveStage gates and loss reasonsWave 1 · Nov
    FinOps$0visibility, counted at $0TodayAmount mixes monthly and annual; no renewal recordFirst moveOne amount standard, ARR on the recordWave 2 · Jan
    Halyard is an invented company · every number on this slide is illustrative
  3. Opening

    Halyard from the outside · external data

    Growing fast, in a field that just got crowded.

    Public data, labelled as such. It frames the read; it isn't the read.

    • Series B$42M raised to date
    • 140people, +38% in 12 months
    • 2direct competitors raised in 2026
    • 55%of open roles are in sales or marketing

    The so-what: headcount is growing faster than the systems it runs on. Every practice below is about making the next hire productive sooner.

    Halyard is an invented company · every number on this slide is illustrative
  4. Opening

    What you told us · intro call

    Four lines from your team, before any number.

    Each one opens the chapter that answers it.

    Marketing Ops
    “We buy leads and can't tell which ones turn into pipeline.”
    VP Marketing
    RevOps
    “The forecast is a guess on top of stage.”
    CEO
    Growth Ops
    “Reps build their own lists in spreadsheets.”
    Head of Sales
    FinOps
    “Renewals sneak up on us every quarter.”
    CFO
    Halyard is an invented company · every number on this slide is illustrative
  5. Opening

    What we built from your HubSpot

    The model first, then the check.

    Every headline in this deck traces to these records.

    • 112,400 records read6,240 deals, 94,100 contacts and 12,060 companies, with their full stage history.
    • Trailing 12 monthsNovember 2025 to October 2026, with 2026 alone beside each headline.
    • Checked twiceHubSpot's own search totals reproduce every headline count in the deck.
    • Read-onlyNothing installed, no fields created, nothing written to your portal.
    Halyard is an invented company · every number on this slide is illustrative
  6. Opening

    Your tool stack

    HubSpot carries everything.
    The chain breaks at the bill.

    Left to right, campaign to cash. Each tool judged on what it produces in your records.

    Find Who to reach
    ClayKeep · own itEnrichmentRan once, Dec to Mar
    Intent feedReview2 of 9 signals reach a rep
    Enriched companies
    Engage Reach them
    AmplemarketKeepSequences and dialer4 of 11 sequences live
    GongKeepOn most first calls
    Meetings booked
    Record Track the deal
    HubSpotFixCRM and marketing6,240 deals · 412 workflows

    61 workflows write lifecycle stage, so three teams overwrite the same field.

    No trace back
    Bill Turn it into revenue
    StripeGapBillingNo customer id on the deal

    Prices are typed onto invoices by hand; nothing comes back to the deal.

    On its way out · not renewingA legacy dialer: 3 seats, last used in May.

    Halyard is an invented company · every number on this slide is illustrative
  7. Opening

    Four practices, four verdicts

    All four fit, in two waves.

    Wave 1 sets what a lead is and how a deal moves. Wave 2 builds on both.

    Marketing OpsFitsWhat a lead is: one MQL, routing, speed to leadWave 1 · Nov
    RevOpsFitsHow a deal moves: stages, loss reasons, the forecastWave 1 · Nov
    Growth OpsFitsWho to target: tiers, enrichment, the queueWave 2 · Jan
    FinOpsFitsWho's paying, on what term: amounts, ARR, renewalsWave 2 · Jan
    Halyard is an invented company · every number on this slide is illustrative

Chapter 02Growth Ops

  1. 01 · Growth Ops

    01 · Growth Ops

    Growth Ops: who to target.

    The account list, intent, enrichment and the queue reps work from.

    Wave 2 · from January

    Worth+$420K of pipeline

    • The pod
    • Growth Ops leadOwns the tiering and the target list
    • GTM EngineerBuilds enrichment and the queue
    Halyard is an invented company · every number on this slide is illustrative
  2. 01 · Growth Ops

    Growth Ops · what's already working

    You built a specific list: 2,140 target accounts by tech stack.

    Credit first. The findings that follow are about working the list, not building it.

    • Clay enriched 71% of target companies in a single run.
    • Every target account has an owner.
    • The tech-stack filter matches how your best customers buy.
    Halyard is an invented company · every number on this slide is illustrative
  3. 01 · Growth Ops

    Growth Ops · coverage

    2,140 target accounts; 712 never touched.

    Share of target accounts with no logged call, email or meeting in 12 months, by tier.

    1. Tier 116%
    2. Tier 231%
    3. Tier 344%
    4. No tier52%

    Credit firstTier 1 is covered: 84% touched.

    So whatThe fix is a tiering rule and a weekly gap alert, not more reps.

    ProjectTiered coverage · Wave 2

    Halyard is an invented company · every number on this slide is illustrative
  4. 01 · Growth Ops

    Growth Ops · enrichment

    Enrichment ran once, then stopped.

    Companies enriched by Clay each month.

    1. Nov
    2. 640Dec
    3. 520Jan
    4. 410Feb
    5. 280Mar
    6. Apr
    7. May
    8. Jun
    9. Jul
    10. Aug
    11. Sep
    12. Oct

    Credit firstThe one run was thorough: 71% coverage.

    So whatEvery company created since April arrives bare.

    ProjectEnrichment on create · Wave 2

    Halyard is an invented company · every number on this slide is illustrative
  5. 01 · Growth Ops

    Growth Ops · what it's worth

    Growth Ops is worth +$420K of pipeline.

    +$420KPipeline · beside, never added
    1. 712 target accounts never touchedTiered coverage + gap alert+$260K pipeline
    2. Enrichment stopped in MarchEnrichment on create+$160K pipeline

    Pipeline at your own meeting-to-opportunity rate and average deal. Shown beside the counted range, never added to it.

    Halyard is an invented company · every number on this slide is illustrative
  6. 01 · Growth Ops

    Growth Ops · the projects

    Three projects turn the list into a worked queue.

    1. 01Tiered coverage + weekly gap alertJan · 3 weeksEvery target account gets a tier and an owner's cadence; untouched Tier 1 and 2 accounts alert weekly.
    2. 02Enrichment on createJan–Feb · 4 weeksEvery new company is enriched when it's created, with a waterfall and a monthly coverage check.
    3. 03Intent signals into the queueFeb–Mar · 4 weeksThe intent feed ranks the queue reps already work, instead of sitting in a field.
    Halyard is an invented company · every number on this slide is illustrative

Chapter 03Marketing Ops

  1. 02 · Marketing Ops

    02 · Marketing Ops

    Marketing Ops: what a lead is.

    Lifecycle stages, the MQL, routing, speed to lead and attribution.

    Wave 1 · from November

    Worth+$610K of pipeline

    • The pod
    • GTM ArchitectDesigns the lifecycle and the MQL
    • GTM EngineerBuilds routing, timers and scoring
    Halyard is an invented company · every number on this slide is illustrative
  2. 02 · Marketing Ops

    Marketing Ops · what's already working

    About 120 hand-raisers a month, most through your own forms.

    Credit first. The findings are about what happens after a form fill.

    • 96% of demo requests get a first touch eventually.
    • Form tracking is clean on every page.
    • Paid and organic both produce meetings.
    Halyard is an invented company · every number on this slide is illustrative
  3. 02 · Marketing Ops

    Marketing Ops · speed to lead

    Hand-raisers wait 19 hours for a first touch.

    Demo requests in the last 12 months, by time to the first logged call or email.

    1. Under 5 min6%
    2. 5 to 60 min14%
    3. 1 to 4 hours18%
    4. 4 to 24 hours27%
    5. 1 to 3 days22%
    6. 3+ days or never13%

    Credit first96% get a first touch eventually.

    So whatThe cheapest fix in the deck: these people asked to talk.

    ProjectRouting + SLA timers · Wave 1

    Halyard is an invented company · every number on this slide is illustrative
  4. 02 · Marketing Ops

    Marketing Ops · the MQL

    MQL means a form fill: 3 in 4 never reach a meeting.

    What happened to MQLs created in the last 12 months.

    1. Meeting booked24%
    2. Worked, no meeting41%
    3. Never worked35%

    Credit firstThe MQL is stamped consistently, so this is measurable.

    So whatMQL volume can climb while pipeline falls, and nobody can say why.

    ProjectOne MQL · Wave 1

    Halyard is an invented company · every number on this slide is illustrative
  5. 02 · Marketing Ops

    Marketing Ops · what it's worth

    Marketing Ops is worth +$610K of pipeline.

    +$610KPipeline · beside, never added
    1. Hand-raisers wait 19 hoursRouting + SLA timers+$350K pipeline
    2. MQL means a form fillOne MQL+$260K pipeline

    Pipeline at your own meeting-to-opportunity rate and average deal. Shown beside the counted range, never added to it.

    Halyard is an invented company · every number on this slide is illustrative
  6. 02 · Marketing Ops

    Marketing Ops · the projects

    Give the MQL one meaning, then route it fast.

    1. 01Routing + SLA timersQuick winNov · 2 weeksDemo requests route on create, with a one-hour SLA and an alert when it's missed.
    2. 02One MQLNov–Dec · 5 weeksOne written definition, one stamp, and a score behind it, so the number means readiness.
    3. 03A source on every contactNov–Jan · 6 weeksSource set at creation from forms, imports and integrations, so budget arguments have data.
    Halyard is an invented company · every number on this slide is illustrative

Chapter 04RevOps

  1. 03 · RevOps

    03 · RevOps

    RevOps: how a deal moves.

    Stages, qualification, loss reasons, the forecast and renewals.

    Wave 1 · from November

    Worth$180K–$390K a year, counted

    • The pod
    • GTM ArchitectDesigns stages, gates and the forecast
    • Systems EngineerBuilds the gates, fields and reports
    Halyard is an invented company · every number on this slide is illustrative
  2. 03 · RevOps

    RevOps · what's already working

    Renewals are planned six months out.

    Credit first. The fields to run a tight pipeline already exist.

    • Every renewal has an owner.
    • Stage history is complete since 2024.
    • Qualification fields exist on every deal.
    Halyard is an invented company · every number on this slide is illustrative
  3. 03 · RevOps

    RevOps · loss reasons

    Loss reasons are blank on 71% of lost deals.

    Deals closed lost in the last 12 months, by recorded reason.

    1. Blank71%
    2. Price9%
    3. Timing8%
    4. Competitor7%
    5. No decision5%

    Credit firstWhere a reason exists, it's specific.

    So whatThe same deals get lost the same way next quarter.

    ProjectStage gates + loss reasons · Wave 1

    Halyard is an invented company · every number on this slide is illustrative
  4. 03 · RevOps

    RevOps · the forecast

    The forecast is the stage, and 31% of close dates have passed.

    Open deals by how far past their close date they are, today.

    1. Not yet due69%
    2. Under 30 days past12%
    3. 30 to 90 days past9%
    4. Over 90 days past10%

    Credit firstClose dates are filled on every open deal.

    So whatPipeline looks bigger than it is, every quarter.

    ProjectForecast on the record · Wave 1

    Halyard is an invented company · every number on this slide is illustrative
  5. 03 · RevOps

    RevOps · what it's worth

    RevOps is worth $180K–$390K a year, counted.

    $180K–$390KARR a year · counted
    1. Loss reasons blank on 71%Stage gates + loss reasons$110K–$240K
    2. Renewals with no early owner checkRenewals owned 90 days out$70K–$150K

    Two to four more wins a year at your own win rate and average deal, and one or two fewer churned renewals. Counted as ARR.

    Halyard is an invented company · every number on this slide is illustrative
  6. 03 · RevOps

    RevOps · the projects

    Deals and renewals that teach you something.

    1. 01Stage gates + loss reasonsNov–Dec · 5 weeksExit criteria on each stage and a required, specific loss reason, enforced in HubSpot.
    2. 02Forecast on the recordDec–Feb · 8 weeksA weekly forecast call written to the deal, with past-due dates flagged before the call.
    3. 03Renewals owned 90 days outJan–Feb · 4 weeksEvery renewal gets a health check and a named owner a full quarter ahead.
    Halyard is an invented company · every number on this slide is illustrative

Chapter 05FinOps

  1. 04 · FinOps

    04 · FinOps

    FinOps: who's paying, on what term.

    Deal amounts, contract terms, billing and the renewal record.

    Wave 2 · from January

    WorthVisibility, counted at $0

    • The pod
    • Financial Ops leadOwns the amount standard and ARR
    • Systems EngineerBuilds the billing sync
    Halyard is an invented company · every number on this slide is illustrative
  2. 04 · FinOps

    FinOps · what's already working

    Stripe bills cleanly, and finance closes in five days.

    Credit first. We finish what's there, not replace it.

    • Invoices reconcile every month.
    • Plans and prices live in one catalog.
    • Finance and sales agree on who the customers are.
    Halyard is an invented company · every number on this slide is illustrative
  3. 04 · FinOps

    FinOps · the amount field

    Amount mixes monthly and annual: 38% of won deals are MRR.

    How Amount was entered on deals won in the last 12 months.

    1. Annual value54%
    2. Monthly value38%
    3. Blank8%

    Credit firstEvery won deal links to a Stripe customer by name.

    So whatAny total built on Amount is wrong before anyone reads it.

    ProjectOne amount standard · Wave 2

    Halyard is an invented company · every number on this slide is illustrative
  4. 04 · FinOps

    FinOps · renewals

    64 renewals due; none has a term on the record.

    Renewals due in the next 12 months, and what the CRM knows about them.

    1. Renewals due64
    2. With an owner64
    3. With a term0
    4. With ARR0

    Credit firstEvery renewal has an owner today.

    So whatChurn arrives as a surprise instead of a forecast line.

    ProjectARR + renewals on the record · Wave 2

    Halyard is an invented company · every number on this slide is illustrative
  5. 04 · FinOps

    FinOps · what it's worth

    FinOps is visibility, counted at $0.

    $0Visibility · counted at $0
    1. Amount mixes monthly and annualOne amount standardCounted at $0
    2. No term or ARR on renewalsARR + renewals on the recordCounted at $0

    Nothing here is counted as revenue. It's what makes every other number in the deck trustworthy.

    Halyard is an invented company · every number on this slide is illustrative
  6. 04 · FinOps

    FinOps · the projects

    Put the subscription on the record.

    1. 01One amount standardQuick winJan · 2 weeksAmount is annual value, always; existing MRR deals restated with a note.
    2. 02ARR + renewals on the recordJan–Mar · 8 weeksTerm, start, end and ARR on every customer, with renewals created from them.
    3. 03Stripe to CRM syncFeb–Mar · 6 weeksThe Stripe customer id on the deal and invoices flowing back, so billing and CRM agree.
    Halyard is an invented company · every number on this slide is illustrative

Chapter 06Working together

  1. 05 · Working together

    Working together · the team

    Your team, and where LeanScale sits.

    A named pod beside each owner. Never a replacement for the admin you're hiring.

    • Your team
    • VP MarketingOwns the MQL and the forms
    • Head of SalesOwns stages and the forecast
    • RevOps adminOpen role, hiring now
    • CFOOwns billing and the ARR number
    • Beside them
    • Marketing Ops podNamed people, one channel
    • RevOps podNamed people, one channel
    • Growth Ops podNamed people, one channel
    • FinOps podNamed people, one channel
    Halyard is an invented company · every number on this slide is illustrative
  2. 05 · Working together

    Working together · how it runs

    Triage, build, agents, ad hoc: one weekly rhythm.

    1. 01TriageYour architect and your owner pick the week's priorities, every Monday.
    2. 02BuildEngineers build behind a test, in a sandbox first, with a written change.
    3. 03AgentsRoutine checks run on their own: stale deals, missing fields, broken syncs.
    4. 04Ad hocEveryday asks in Slack, answered the same day.
    Halyard is an invented company · every number on this slide is illustrative
  3. 05 · Working together

    Working together · everyday asks

    Everyday asks are included.

    Post in Slack. The small things don't wait for a project.

    • A report or a dashboard"Pipeline by source for the board deck, by Thursday."
    • A field or a workflow"Add a churn-risk flag to renewals."
    • A list or an import"Load the event list and route the hot ones."
    • A broken thing"Demo requests stopped assigning this morning."

    About a third of what a pod does is everyday asks. They're in the monthly fee, not billed by the hour.

    Halyard is an invented company · every number on this slide is illustrative
  4. 05 · Working together

    Working together · why four teams

    Four hand-offs. One tool can't fix them.

    Growth OpsWho to target
    Marketing OpsWhat a lead is
    RevOpsHow a deal moves
    FinOpsWho's paying, on what term

    Each practice owns one hand-off, end to end. Take one practice or all four.

    Halyard is an invented company · every number on this slide is illustrative
  5. 05 · Working together

    The roadmap

    Two waves: November, then January.

    Wave 1 sets the MQL and the deal record; Wave 2 builds on them. Each bar is a project.

    Wave 1 · November

    Marketing OpsGTM Architect · GTM Engineer
    Routing + SLA timersNov · quick winOne MQLNov–DecA source on every contactNov–Jan
    RevOpsGTM Architect · Systems Engineer
    Stage gates + loss reasonsNov–DecForecast on the recordDec–FebRenewals ownedJan–Feb

    Wave 2 · January

    Growth OpsGrowth Ops lead · GTM Engineer
    Tiered coverageJanEnrichment on createJan–FebIntent into the queueFeb–Mar
    FinOpsFinancial Ops lead · Systems Engineer
    One amount standardJan · quick winARR + renewals on the recordJan–MarStripe to CRM syncFeb–Mar
    Todayfixes happen when someone has time.With LeanScalea dated plan in two waves, quick wins in the first month.
    Halyard is an invented company · every number on this slide is illustrative
  6. 05 · Working together

    Working together · working examples

    Every project, already running on your records.

    Each room shows a project's output on your data, masked until your team is in the room.

    • The routing roomLast month's demo requests, re-routed under the new rules, with the waits that would have been.MaskedOpen room ↗
    • The loss-reason roomThe 214 blank losses, sorted into the reasons your notes and calls already give.MaskedOpen room ↗
    • The coverage roomThe 712 untouched accounts, tiered, with the owner each would go to.MaskedOpen room ↗
    • The ARR roomEvery won deal restated as annual value, next to what Stripe bills.MaskedOpen room ↗
    Halyard is an invented company · every number on this slide is illustrative
  7. 05 · Working together

    Working together · decisions

    Three decisions, as options, start the work.

    No owners on the slide. Who decides is the first question.

    1. Decision 01What should an MQL mean?
      • A: a demo request only
      • B: a demo request or a high-intent score
      • C: any form fill, scored
    2. Decision 02Which year is the plan judged on?
      • A: the trailing 12 months
      • B: 2026 alone
    3. Decision 03Is Amount annual value from today?
      • A: yes, restate the old deals
      • B: yes, new deals only
    Halyard is an invented company · every number on this slide is illustrative
  8. 05 · Working together

    What your team told us

    18 questions: 6 answered, 12 to go.

    The open ones are the agenda for the working session.

    • Definitions2 of 4answeredStill open: Which year do you want the plan judged on?
    • Growth Ops1 of 3answeredStill open: Who decides which accounts are Tier 1?
    • Marketing Ops2 of 4answeredStill open: Which integrations create contacts with no source?
    • RevOps1 of 4answeredStill open: Is the loss reason written down anywhere else: notes, Slack, a sheet?
    • FinOps0 of 2answeredStill open: Where is ARR kept today, and who owns it?
    • Tools and access0 of 1answeredStill open: Is the legacy dialer's contract ending in May?
    Halyard is an invented company · every number on this slide is illustrative

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