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The Challenge
MFour was navigating a leadership transition, operating under an interim CRO model while the revenue organization kept moving at full speed. The tools were all there — Salesforce, HubSpot, ZoomInfo, Gong, Chili Piper — but no one owned how they worked together. Data lived in silos, processes lived in people's heads, and every handoff introduced friction the team couldn't afford.
A rapidly evolving tech stack with no single owner meant systems drifted apart faster than anyone could reconcile them.
Duplicate records, conflicting fields, and unreliable reporting made it hard for leadership to trust what the numbers were saying.
Critical revenue processes existed only as tribal knowledge — fragile, inconsistent, and impossible to scale or hand off.
Without a permanent CRO, the team needed senior operational direction now, not after a six-month executive search.
THE APPROACH
Two Impress took ownership of revenue operations across the full stack — Salesforce, HubSpot, ZoomInfo, Gong, Chili Piper, and more. We mapped how leads actually moved through the business, standardized the data underneath, and documented every workflow so the system no longer depended on any single person's memory. The goal wasn't a cleanup project. It was a revenue operation MFour could run, measure, and grow on its own.
We traced every lead path, integration, and handoff across the stack to see where data broke, duplicated, or disappeared.
Cleaned records, unified field structures, and clear ownership rules turned the CRM back into a source of truth.
Every core revenue process — routing, scoring, scheduling, follow-up — was rebuilt, documented, and made teachable.
We operated as an extension of the leadership team, bringing senior direction and accountability through the CRO transition.
OUTCOMES
Today, MFour runs on cleaner data, documented workflows, and scalable revenue processes that don’t depend on tribal knowledge. Sales moves faster because the system routes, schedules, and reports the way it should — and leadership makes decisions from numbers they trust. What began as stabilization through a transition became a durable RevOps foundation built for the company’s next stage of growth.
reduction in duplicate/conflicting records
hours/week of manual work eliminated
data across Salesforce, HubSpot, ZoomInfo, Gong, and Chili Piper
workflows for every core revenue process
Service Examples
