RevOps Audit Checklist for Startups
A practical, founder-friendly diagnostic to uncover revenue leakage, CRM gaps and process friction — so you can build a cleaner, more predictable GTM engine.
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Why This Checklist Exists
Most early-stage startups unknowingly lose revenue because their funnel, CRM and processes weren’t built to scale. Small operational gaps compound over time: leads slip through the cracks, forecasts become unreliable, and teams work from different definitions.
This checklist gives founders and GTM leaders a structured way to examine their entire revenue engine — from lifecycle design to data quality — in under an hour.
What’s Inside the RevOps Audit Checklist
This resource covers the 10 foundational areas every high-performing revenue organisation needs:
GTM Strategy & Alignment
Do teams understand the ICP, handoffs and targets?
Lead Lifecycle & Funnel Design
Are your stages, definitions and rules clear and consistent?
Pipeline Health
Do deals move predictably, or are they stalling unnoticed?
Routing, Territories & Ownership
Are leads assigned correctly and acted on quickly?
Data Quality & CRM Hygiene
Is your CRM a source of truth or a source of frustration?
Forecasting & Reporting
Can your leadership team trust the numbers?
Systems & Tooling
Are your tools helping you scale — or creating friction?
Handoffs & Customer Success Alignment
Is revenue expansion supported by strong internal processes?
Metrics & GTM Insights
Do you know what’s truly driving or blocking growth?
Governance & RevOps Maturity
Who owns operational excellence in your organisation?
Each section includes practical prompts and diagnostic checks you can run immediately.
Who This Checklist Is For
This resource is designed for:
- Seed to Series B B2B startups
- Founder-led or early GTM teams
- Teams using HubSpot or Salesforce
- Companies scaling SDR/AE teams
- Startups feeling the pain of pipeline chaos, CRM mess, or inconsistent reporting
If you’re planning to grow, fundraise, or expand your GTM motion — this is your starting point.
What You’ll Achieve With This Audit
By the end of the checklist, you’ll have:
- A clear view of where revenue is leaking
- A prioritised list of operational gaps
- Insight into data, funnel, pipeline and forecast weaknesses
- A better understanding of your GTM operating rhythm
- A foundation for building your next 90-day RevOps plan
This diagnostic framework is the same structure we use inside our RevOps engagements at Altura.
Download the Checklist
Start identifying bottlenecks, leaks and opportunities across your revenue engine.