Stop chasing every deal yourself
We install the standards and cadence that keep your team selling like you—even when you’re not in the room.
Our approach
Revenue Audit
A paid diagnostic to expose where pipeline breaks, why deals stall, and how dependent revenue is on founder intervention.
Price
$5,250
What we review:
- Stage definitions, deal hygiene, and stuck-deal patterns
- Entry/exit rules: what’s enforced, what’s ignored
- Follow-up behavior and enforcement gaps
- Where sales and marketing misfire on active deals
What you get:
- Stage definitions, deal hygiene, and stuck-deal patterns
- Entry/exit rules: what’s enforced, what’s ignored
- Follow-up behavior and enforcement gaps
- Where sales and marketing misfire on active deals
Revenue Install
A fixed-scope sprint to install the deal rules, review rhythm, and pipeline ownership your team needs to sell without you.
Price
Starting at
$22,250
What we review:
- Who owns which deals and what happens when no one moves
- Stage rules: when deals can enter, stay, or die
- CRM usage: field requirements, stage accuracy, deal aging
- Follow-up gaps and proof that breaks under buyer pressure
- Your weekly deal rhythm (or lack of one)
What you get:
- Deal rules: disqualifiers, qualification gates, proof requirements
- A live deal checklist with enforced next steps and follow-up standards
- Follow-up behavior and enforcement gaps
- Templates for creating effective proof and mapping assets to objections
- A weekly pipeline review, run with your team on real deals until they own it
- Sales frameworks: process checklist, script, pitch deck with feedback to help your team customize these assets
- Guidance on setting this up in your PM to reinforce effective activity.
- A handoff plan with a matrix so the process survives without us
Revenue Governance
Ongoing operating pressure to enforce the rules, keep deals moving, and stop the system from drifting back into chaos.
Price
Starting at
$3,050 /mo
What we review:
- Stage compliance, deal ownership, and stale pipeline risk
- Whether weekly pipeline reviews are still pushing action
- Where standards are slipping, ignored, or bypassed
- How proof is showing up in deals (or not)
- Breakpoints: volume, rep changes, or offer shifts that strain the system
What you get:
- A weekly review that enforces your deal rules in front of the team
- A matrix that exposes where things are slipping
- Ongoing rewrites to stage rules, follow-up, and qualification as context shifts
- Proof calibration tied to real objections and rep behavior
- Escalation and constraint tightening when reps freelance or slip back
Ad Hoc Advisory
You know something’s off: deals stall, follow-up slips, CRM’s a mess, or sales keep making the same mistakes. You want a decisive next step.
Price
Starting at
$315/hour
When to book:
- Pipeline looks fine, but doesn’t convert
- You constantly step in to close deals
- You’re not sure what your sales team does
- Marketing feels like an expense
- You’re debating whether to fix, hire, or rebuild (but need direction first)
What happens:
- You answer a few questions
- I review your inputs, request context if needed, and come ready
- We meet for 60 minutes and work the problem directly
- You leave with sharp next steps, root-cause clarity, and a call on whether the fix is process, enforcement, or team
Our approach
Revenue Audit
A paid diagnostic to expose where pipeline breaks, why deals stall, and how dependent revenue is on founder intervention.
Price
$5,250
What we review:
- Stage definitions, deal hygiene, and stuck-deal patterns
- Entry/exit rules: what’s enforced, what’s ignored
- Follow-up behavior and enforcement gaps
- Where sales and marketing misfire on active deals
What you get:
- Stage definitions, deal hygiene, and stuck-deal patterns
- Entry/exit rules: what’s enforced, what’s ignored
- Follow-up behavior and enforcement gaps
- Where sales and marketing misfire on active deals
Revenue Install
A fixed-scope sprint to install the deal rules, review rhythm, and pipeline ownership your team needs to sell without you.
Price
Starting at
$22,250
What we review:
- Who owns which deals and what happens when no one moves
- Stage rules: when deals can enter, stay, or die
- CRM usage: field requirements, stage accuracy, deal aging
- Follow-up gaps and proof that breaks under buyer pressure
- Your weekly deal rhythm (or lack of one)
What you get:
- Deal rules: disqualifiers, qualification gates, proof requirements
- A live deal checklist with enforced next steps and follow-up standards
- Follow-up behavior and enforcement gaps
- Templates for creating effective proof and mapping assets to objections
- A weekly pipeline review, run with your team on real deals until they own it
- Sales frameworks: process checklist, script, pitch deck with feedback to help your team customize these assets
- Guidance on setting this up in your PM to reinforce effective activity.
- A handoff plan with a matrix so the process survives without us
Revenue Governance
Ongoing operating pressure to enforce the rules, keep deals moving, and stop the system from drifting back into chaos.
Price
Starting at
$3,050 /mo
What we review:
- Stage compliance, deal ownership, and stale pipeline risk
- Whether weekly pipeline reviews are still pushing action
- Where standards are slipping, ignored, or bypassed
- How proof is showing up in deals (or not)
- Breakpoints: volume, rep changes, or offer shifts that strain the system
What you get:
- A weekly review that enforces your deal rules in front of the team
- A matrix that exposes where things are slipping
- Ongoing rewrites to stage rules, follow-up, and qualification as context shifts
- Proof calibration tied to real objections and rep behavior
- Escalation and constraint tightening when reps freelance or slip back
Ad Hoc Advisory
You know something’s off: deals stall, follow-up slips, CRM’s a mess, or sales keep making the same mistakes. You want a decisive next step.
Price
Starting at
$315/hour
When to book:
- Pipeline looks fine, but doesn’t convert
- You constantly step in to close deals
- You’re not sure what your sales team does
- Marketing feels like an expense
- You’re debating whether to fix, hire, or rebuild (but need direction first)
What happens:
- You answer a few questions
- I review your inputs, request context if needed, and come ready
- We meet for 60 minutes and work the problem directly
- You leave with sharp next steps, root-cause clarity, and a call on whether the fix is process, enforcement, or team
Revenue is
founder-dependent.
- Ad hoc marketing and sales activities
- No pipeline visibility
- Missed opportunities (new and expansion)
- Revenue depends on the founder
Pipeline runs on standards and cadence.
- Sales and marketing work together
- CRM is the single source of truth
- Increased sales velocity
- The founder is less involved
The guy behind Practical Revenue
Howdy!
I’m James.
I built a simple system for services firms to grow beyond founder-led sales because I kept seeing great services teams do great work, only to lose deals in the cracks.
Sales drifts. Marketing gets ignored. The founder steps in to keep things moving. And pipeline plateaus.
Sound familiar?
What people we work with say
The new-found clarity in which we describe our help and how we deliver it has significantly improved our success across the sales funnel.
It’s a bit hard to give precise numbers because we’re not uber-keen on digital metrics, so I can’t really speak to SEO, web traffic, and the like. But our invite-to-meeting and meeting-to-inquiry numbers have improved by over 2.5 x, so… I’m really happy with our pipeline now!
Without a doubt, James is my go-to source for all things content. With over 10 years of experience in marketing of my own, working with James has taught me what expert service truly is.
He has an endless ability to digest new information which he then translates into powerful and compelling content that has maximized content results for every project we’ve worked on together.
He’s attentive, on his game, and my most trusted source for strategic direction in gaining web traffic that actually converts.
James performed SEO work for my company’s website for two years and we were extremely happy with the overall outcome. Our relationship with James felt more like a partnership than anything.
He was very invested in the success of our platform and because of that, we would work with him again in a minute. He is a real master in the field of SEO!
The insights James provided highlighted critical weak points of our marketing funnel. We shared those insights with our developers and made changes before our product launch.
James understood that as a startup, we must be very strategic about our path. He shared his experiences and views on our current content marketing strategy to help us make an impact.
It’s easy to tell he genuinely cares about our success.
James De Roche was a valuable asset in our efforts to dramatically improve our performance. He is extremely knowledgeable and thorough, but possibly even more important, he is very responsive.
James always answered questions in a timely fashion, providing detailed insights that helped educate our entire team. He’s also deadline driven, which for many service organizations has become a lost art.
I highly recommend James to companies looking for a resource that can make a true difference in their business.
We were in the midst of an epoch-shaping change in our industry and needed to rebrand to reach enterprise marketing teams better.
James was methodical in his approach. He quickly understood both our business and our clients. I knew we’d accomplish our messaging objectives.
Since working with James, I’ve noticed our team can better sum up what we do. He’s been an ally, coach, and supporter throughout the process.
Repositioning is a big change. It’s challenging. You need multiple internal stakeholders on board. But if you show up on call ready to talk, think, recall, and refine, James will help you clarify your ICP and the value you deliver.
James at Practical Revenue is professional, prompt and proactive. Not only does he execute our vision, he continues to research and educate himself of our niche space to understand our editorial needs and ensure the content created is not only engaging, but also purposeful.
The content he produces continues to rise in the rankings putting us in front of new clients and being a place in which others in our industry go to learn.
His work is a huge part of why we are one of the top companies in our space. I highly recommend working with James.
I’ve been working with James, for the past two years. During this time, James was instrumental in the development of creative that drove a double-digit increase in both lead and capture volumes, while reducing cost per lead.
He’s an incredible professional who approaches his work with alacrity and always delivers above expectations!
James had me interested from his initial reach outreach, where he provided valuable recommendations about our website. He continued to demonstrate expertise through the process and broke things down into logical, bite-size pieces during the Strategy Sprint.
What I liked most about working with James, in addition to the retainer-free business model and being a great guy to deal with, was mapping the investment to specific, actionable deliverables.
There’s no pressure to sign a year contract, crossing my fingers with Practical Revenue. James does what he says, delivers, and then lays out the next steps to keep working together, with the onus on his team to deliver results.
We were struggling with generic content and working with agencies that took the time to understand how our business differed from traditional B2C marketing. They focused on what was interesting for search engines, not our client base.
James spoke to the B2B services problem better than any other firm we’ve worked with or spoken to.
We were looking for a repeatable way to tell our client success stories. However, we struggled to find an agency partner that could quickly understand and articulate the technical elements in the work that we do.
Working with James, we produced 2 or 3 case studies per quarter, which has helped our clients, partners, and team members stay up-to-date with all the new and exciting projects we are implementing together.
I’m confident in James’s process, which allows me to focus on executing other parts of our marketing plan.
Practical Revenue was not only super easy to work with, but they’re a lot of fun, too! They listened to any feedback or concerns we might have had, and worked to ensure our new website represented us in the best way possible while also being honest and realistic with what we could expect.
You can tell they truly care about the outcome of this project and how well the results reflect on our business.
These firms get the most value out of Practical Revenue
- B2B services firm with $5M–$15M in revenue
- Founder still involved in deals and wants out
- In-house sales and marketing team
- Pipeline exists, but execution is inconsistent
- Marketing and sales feels like an expense
Frequently asked questions
What do you do, in plain English?
RevOps for B2B services.
We install a weekly revenue operating rhythm and the minimum rules, assets, and CRM hygiene needed to make pipeline trustworthy and deals move without founder intervention.
We also work with marketing teams, helping enable sale’s teams with assets that add value to conversations and gives prospects a reason to respond.
Are you a content agency? Are you a sales coach?
Not quite.
We provide practical standards for sales and marketing to work together to close deals. Then, advise your team while reinforcing those expectations until they stick.
For example: We’ll review your sales activity via your CRM and flag weak messaging and missed opportunities. We’ll also share examples of what “good” looks like, and reinforce them. If we see repeated mistakes, we flag with leadership.
Or, we’ll review assets and tactics your team creates and uses. We’ll compare them against what we’ve seen work, and provide feedback that turns them into enablement assets teams rush to use.
What do we get from the Revenue Audit?
A review of what is broken, a prioritized 30-day plan, and a 90-day roadmap. Clear owners, clear sequence, and a go/no-go on whether an install sprint will work.
What happens during the Revenue Install?
We install the system:
- Stage definitions and exit criteria
- Deal hygiene rules
- A weekly deal rhythm
- Basic proof and enablement needed to progress deals
- Reporting that drives behavior
We also give your team the templates, rules, and cadence that fits the org, so they can build pipeline momentum quarter after quarter.
What happens during the Revenue Governance?
Revenue Governance makes the install stick. We apply the rules to your pipeline every week, enforce next steps, and stop the CRM from drifting back into noise.
What we do in governance:
Enforce stage definitions and exit criteria in real time
Enforce deal hygiene: required fields, owners, next steps, stale deal rules
Run the weekly deal rhythm so deals move without founder intervention
Calibrate proof requirements to common objections and rep behavior
Keep reporting tied to behavior, not vanity metrics
Tighten constraints and update rules when volume, reps, or the offer changes
How long does this take?
Revenue Audit takes 1 – 2 weeks.
Revenue Install takes 2 – 3 months (6 weeks to get the initial system in place and 6 weeks to adjust the fit to the team).
Revenue Governance is for as long as your team needs to adopt and run the systems internally without reverting.
The more the team and leadership is onboard, the faster (and more successful) the project is.
How much time do you need from our team?
Revenue Audit:
We need 60 minutes for each person we interview. And we’ll need 90 minutes to present our audit to your team with the next steps.
Revenue Install:We need 8 – 12 weeks to customize our framework to your business, roll it out, and get your team used to the approach.
Revenue Governance:
We run recurring meetings with your team to enforce systems:
- Founder: 60 mins/mo to update on progress and make adjustments.
- Sales: 30 mins (weekly) to run pipeline, update next steps, and keep deals moving.
- Marketing: 60 mins (weekly) to tighten proof and sales enablement.
Do we need to change tools or rebuild our CRM?
No. We use what you have.
If you don’t have a CRM, we recommend HubSpot. It works well for most service firms.
Note: You will need a CRM for this to be effective.
What if cleaning up the pipeline makes it smaller?
Good.
A smaller real pipeline beats a big fake one. You don’t get bonus points lying to yourself about potential business. And you can’t pay your team with “hope”.
How do you make this stick?
Being an outsider lets us flag gaps and errors objectively. Weekly governance reinforces adoption.
And if the company refuses to inforce accountabilty, our engagement ends.
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