Stop babysitting deals
We help B2B service firms build the revenue architecture their team needs to sell like the founder—without bringing them into every deal.
Our approach
Revenue Audit
Price
$7,500
What we audit:
- Founder involvement in qualification, follow-up, and proposals
- Stage definitions, qualification rules, and pipeline accuracy
- Deal ownership, next steps, and stale-deal patterns
- Proof gaps, sales and marketing alignment, and delivery risk
- Governance, weekly review cadence, and accountability gaps
What you get:
- A clear readout of the breakdowns hurting deal movement
- A 30-day plan with priorities, owners, and next steps
- A 90-day roadmap to fix the highest-cost gaps
- A go or no-go recommendation on install
Revenue Install
Price
$22,500
What we install:
- Stage criteria, qualification standards, and next-step rules
- CRM standards, required fields, and stale-deal rules
- Weekly revenue review structure and leadership views
- Guidelines for effective proof and how to build/use it
- Sales, marketing, and delivery handoff standards
What you get:
- Stage rules, disqualifiers, and proof requirements
- Clear standards for owners, next steps, and follow-up
- A weekly deal review your team can run and leadership can trust
- Basic proof and objection templates your team can use in deals
- Reporting and workflow rules that reinforce the process
- A handoff plan so the system runs without us
Revenue Governance
Price
$4,000 /mo
3-month minimum
What we govern:
- Stage compliance, deal ownership, and stale deal risk
- Whether weekly reviews still drive movement and decisions
- Where the team ignores, bypasses, or weakens the rules
- How proof, follow-up, and scope control show up in deals
- Where volume, staffing, or offer changes strain the system
What you get:
- A weekly review that enforces the rules in active deals
- Fast correction when stage use, follow-up, or ownership slips
- Clear actions, owners, and escalation after each review
- Adjustments when breakdowns show the system needs tightening
- Ongoing review to ensure the adoption sticks
Our approach
Revenue Audit
Price
$7,500
What we audit:
- Founder involvement in qualification, follow-up, and proposals
- Stage definitions, qualification rules, and pipeline accuracy
- Deal ownership, next steps, and stale-deal patterns
- Proof gaps, sales and marketing alignment, and delivery risk
- Governance, weekly review cadence, and accountability gaps
What you get:
- A clear readout of the breakdowns hurting deal movement
- A 30-day plan with priorities, owners, and next steps
- A 90-day roadmap to fix the highest-cost gaps
- A go or no-go recommendation on install
Revenue Install
A fixed-scope sprint to install the rules, ownership, and weekly deal review your team needs to sell without the founder.
Price
$22,500
What we install:
- Stage criteria, qualification standards, and next-step rules
- CRM standards, required fields, and stale-deal rules
- Weekly revenue review structure and leadership views
- Guidelines for effective proof and how to build/use it
- Sales, marketing, and delivery handoff standards
What you get:
- Stage rules, disqualifiers, and proof requirements
- Clear standards for owners, next steps, and follow-up
- A weekly deal review your team can run and leadership can trust
- Basic proof and objection templates your team can use in deals
- Reporting and workflow rules that reinforce the process
- A handoff plan so the system runs without us
Revenue Governance
Ongoing enforcement to keep the rules in use, keep deals moving, and stop the pipeline from drifting.
Price
$4,000 /mo
3-month minimum
What we govern:
- Stage compliance, deal ownership, and stale deal risk
- Whether weekly reviews still drive movement and decisions
- Where the team ignores, bypasses, or weakens the rules
- How proof, follow-up, and scope control show up in deals
- Where volume, staffing, or offer changes strain the system
What you get:
- A weekly review that enforces the rules in active deals
- Fast correction when stage use, follow-up, or ownership slips
- Clear actions, owners, and escalation after each review
- Adjustments when breakdowns show the system needs tightening
- Ongoing review to ensure the adoption sticks
Revenue is
founder-dependent.
- Ad hoc sales and marketing activities
- CRM data is hard to trust
- Missed opportunities (new and expansion)
- Revenue depends on the founder
Revenue is
team-owned.
- Sales and marketing work together
- CRM is the single source of truth
- Deals move with clear next steps
- Founder intervention drops
The guy behind Practical Revenue
I’m James De Roche.
I built Practical Revenue after working in-house and with B2B service firms where expert teams still lost revenue because sales, marketing, and delivery worked in silos.
Marketing stayed busy but didn’t make sales easier. Sales data lived with sellers. Buyers didn’t get what they needed to keep deals moving. And founders kept holding the revenue system together.
That Founder Tax keeps firms small and fragile.
Practical Revenue reduces that Founder Tax by auditing where revenue still depends on the founder, then installing the Revenue Architecture the team needs to generate and close new business without founder babysitting.
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 does Practical Revenue do?
Practical Revenue helps B2B service firms reduce Founder Tax: the cost of founder-dependent revenue.
We start with a Revenue Audit to inspect where the revenue system breaks, including founder involvement, sales execution, CRM and pipeline trust, sales support assets, sales and marketing alignment, delivery handoff, governance, and partnerships where relevant.
From there, we help the firm install the rules, cadence, and operating standards needed to move best-fit deals with less founder intervention via Revenue Install.
Revenue Governance reinforces those standards so the system keeps working after Install.
Who is Practical Revenue for?
Practical Revenue is for B2B service firms where revenue still depends too heavily on the founder.
That usually means the founder still gets pulled into qualification, pricing, scope, follow-up, proposal cleanup, deal rescue, CRM interpretation, and/or delivery-risk cleanup.
It’s a fit when the firm has enough sales, marketing, delivery, or leadership activity for those breakdowns to create operating drag. It’s usually not a fit for very early firms with no repeatable sales motion, internal owner, or willingness to enforce new standards.
What is the Founder Tax?
The Founder Tax is the cost the firm pays when revenue depends too heavily on the founder.
It shows up when the founder has to step into qualification, pricing, scope, follow-up, proposal cleanup, deal rescue, CRM interpretation, or delivery-risk cleanup because the revenue system can’t carry the work on its own.
Practical Revenue uses the Revenue Audit to identify the dependence, the business cost, and what needs to change first.
How do B2B service firms know if they’re paying the Founder Tax?
B2B service firms pay the Founder Tax when the founder has to keep stepping into the revenue process to keep deals moving or prevent bad decisions.
Common signs include unclear qualification, inconsistent follow-up, weak next steps, low CRM trust, stalled deals, unclear proof, late proposal tightening, messy handoffs, delivery surprises, and pipeline data leadership can’t trust.
If the team needs the founder to interpret, rescue, or correct routine deals, the firm likely has founder-dependent revenue.
What does Practical Revenue review during a Revenue Audit?
Practical Revenue reviews the parts of the revenue system that determine whether the firm can sell, manage, and hand off work without constant founder involvement.
The Revenue Audit reviews:
- Founder involvement: Where the founder still steps into qualification, scope, pricing, follow-up, proposal cleanup, or deal rescue
- Sales execution: How well the team qualifies, controls next steps, follows up, handles objections, and moves deals
- CRM and pipeline: Whether stages, ownership, next steps, and deal data make the pipeline trustworthy
- Sales support assets: Whether proof, narratives, and sales materials help deals move
- Sales and marketing alignment: Whether demand, messaging, ICP, and objection support match the sales motion
- Delivery handoff: Whether sales gives delivery clear scope, expectations, and commitments
- Governance: Whether leadership reviews deals, enforces standards, and keeps the system current
- Partnerships (optional): Whether partners create opportunity or add noise and founder-dependent effort
What happens during Revenue Install?
During Revenue Install, Practical Revenue rolls out the standards recommended by the Revenue Audit.
That usually includes:
- Defining stage rules and stage movement criteria
- Tightening qualification around fit, scope, and buying intent
- Setting CRM standards for active deals
- Creating next-step and stale-deal rules
- Cleaning the current pipeline against the new standards
- Setting handoff standards between sales and delivery
- Launching the weekly revenue review
- Training the team on the new rules and expectations
The work focuses on the few standards the team needs first so the system can run with less founder involvement.
What happens during Revenue Governance?
For Revenue Audit, Practical Revenue usually needs 60 minutes with each interview participant and 90 minutes to review the findings and next steps.
For Revenue Install, time depends on scope and team size. The main requirement is a clear internal owner who can make decisions, provide access to the right people and materials, and keep the work moving.
For Revenue Governance, the team needs to attend the weekly revenue review and follow through on agreed actions between meetings.
How much time does Practical Revenue need from the founder and team?
During Revenue Governance, Practical Revenue runs the weekly review meetings after Revenue Install.
Governance includes:
- Reviewing active opportunities against the installed standards
- Checking stage accuracy, next steps, stale deals, and pipeline data
- Challenging deals that don’t meet qualification or next-step rules
- Assigning actions when deals or team behavior slip from the standards
- Escalating repeated adoption issues to leadership
The goal is to keep the installed revenue system in use so the firm doesn’t slide back into founder-dependent revenue.
What determines pricing and scope?
Revenue Audit is fixed at $7,500.
Guided Revenue Install starts at $22,500 when the firm has internal capacity to help run the rollout. Direct Revenue Install starts at $40,000 when the firm needs more hands-on support from Practical Revenue.
Revenue Governance starts at $4,000/month with a 3-month minimum after Install.
Featured In
