Impact of Coaching on Sales Performance: How TRL Systems Built a Sales Organization That No Longer Needed Us Most sales consulting engagements are built to renew forever. This one was built to end. Over 28 months, revenueify worked alongside the healthcare sales team at TRL Systems, coached a complete sales process into place, hired our own replacement, and handed back
Revenue operations for B2B sales teams
The Revenue Operations Framework: Three Pillars You Buy, One You Build
You can buy data, process and technology by Friday. The people who run them have to be built, and they decide whether the other three pay off.
Find Your Missing PillarYour revenue engine can have clean data, a written sales process and a stack that talks to itself, and still miss the number.
The reason is the reps and managers running it were never built. revenueify builds that part. We run revenue operations, not just sales training or recruiting, so we fix the piece that is actually broken: the skill, the management or the seat.
A typical revenue engine
DataClean
ProcessWritten
TechnologyConnected
PeopleNever built
What a revenue operations framework is made of
A revenue operations framework is the operating model that puts marketing, sales and customer success on one revenue number, one process and one set of systems. Nearly every version, including the one revenueify works from, rests on four pillars:
- Data. Everyone reads the same numbers.
- Process. The same steps happen every time.
- Technology. The systems carry the work.
- People. Someone owns each piece, and can actually do it.
You can buy it
Data
You can buy it
Process
You can buy it
Technology
You have to build it
People
Where frameworks go quiet
The pillar every framework turns into an org chart
Most framework guides define people as who reports to whom. These are the questions an org chart cannot answer.
Can your team sell, or do they present?
Reps who walk through features lose to the rep who asked about the buyer's business. It shows up as a stalled forecast and discounting at quarter end.
Is anyone managing them week to week?
A manager who only reviews the forecast hears about a lost deal after it is lost. Weekly coaching is where the quarter gets saved.
Are the right people in the right seats?
A mis-hire costs a year: the search, the ramp, the territory left cold, and the rep who leaves in month seven.
Do you know which one is broken?
If you cannot say whether last quarter was a skill, management or hiring problem, the next fix is a guess.
Our view
What we think revenue operations actually includes
Eight parts, and half of them are people work. That is why buying another tool rarely moves the number.
01 · People
The revenue team
The reps, managers and account managers who carry the number, trained on one method, Customer Focused Selling®, so every call carries your company's method, not one rep's habits.
02 · Process
The sales process
Written stages with exit criteria from first conversation to renewal, so a stage means the same thing in every rep's pipeline. The Bowtie Funnel maps all ten.
03 · Data and technology
A connected revenue technology ecosystem
CRM, marketing and service systems that share one record of the customer, so managers run meetings from the data instead of arguing about it.
04 · People
Sales enablement
The talk tracks, plans and tools a rep needs on the call, built into the revenueify Playbook and the REVUP Portal, not a shared drive nobody opens.
05 · Process
Go to market
Who you sell to, through which channel, with what message and territory plan. Your industry decides most of it, which is why we build for your vertical.
06 · People
Rhythm
The cadence that keeps it running: the A.I.M. Monthly Sales Review, The 12 Week Year® sprints and a weekly accountability meeting. revenueify is an Authorized 12 Week Year® Coach.
The 12 Week Year® for sales teams07 · People
Leadership development
Front-line managers who coach instead of chase. We develop them with Everything DiSC® and a coaching cadence, because the manager is where the method holds or fades.
08 · Outcome
Customer lifetime value focus
Measure the account, not the deal. The relationships that renew and grow after the first close are where the real revenue is, so the whole system is tuned for them.
Customer lifetime valueHow we build it
How revenueify builds the fourth pillar
One team covers every people part of the model, so nothing gets relearned between vendors.
Train every rep on one method
We train reps on Customer Focused Selling®: the F.I.N.D. Interview System® for discovery and OBJECTIVELens® to present against the buyer's objectives. Training is built for your industry, delivered in person, virtually or through the REVUP Portal, and every rep leaves with the revenueify Playbook.
Built for copier and office technology dealers, AV and security integrators, and similar channel businesses.
Sales training programsWhy revenueify
Why revenueify fixes the right thing
Most firms sell one piece of revenue operations. We run all of it, so we can fix the piece that is broken.
Where the people pillar works
People run every stage of the funnel. Most teams only train for the half before the close.
Customer Focused Selling® covers the whole Bowtie Funnel, so your reps and managers are built for what happens after the signature too.
Before the close
Find and win the right buyers
Territory plans, ideal customer profiles and qualifying that keeps the pipeline honest.
At the close
Gain commitment cleanly
Solutions presented, objections handled and deals closed without giving the margin away.
After the close
Grow the account
Account management and recurring revenue, where most of the lifetime value is made.
Customer Focused Selling®
Explore our Full Sales Methodology with the Interactive CFS® Bowtie Funnel Below
Foundational Sales Skills
Client story
TRL Systems wanted a self-running team. It got one.
TRL Systems is a fire life safety and security integrator, and its Healthcare Division was growing faster than one sales leader could coach. The work started in November 2023 with the A.I.M. Assessment. revenueify then ran the weekly coaching as an extension of the sales leader, coached a complete sales process into place, hired its own replacement and handed the function back after 28 months.
TRL Systems case study: the team that no longer needed us →
“It was getting help as a sales manager and being able to augment what I had time to do…”
Sy Granillo, General Manager of Sales, Healthcare Division, TRL Systems
Free scorecard
Score your people pillar in fifteen minutes
Score each line from 1 to 5 with your sales manager. The lowest section is where to start. Here are the first four.
| A. Can your team sell, or do they present? | Score |
|---|---|
| Every rep runs discovery the same way, and a manager could name the method. | 1 to 5 |
| Reps play the buyer's objectives back before they present the product. | 1 to 5 |
| Proposals tie the price to a business outcome the buyer named. | 1 to 5 |
| We track win rate by rep and know the gap between the top and the bottom. | 1 to 5… |
Get the full People Pillar Scorecard
- 16 statements in four sections: skill, management, hiring, and rhythm and visibility
- A scoring key for every section
- Where to start when a section scores low
- One page, ready to print and score with your manager
Work email only. The PDF opens as soon as you submit.
HubSpot form renders here: work email (required), first name and company (optional), no phone; hidden cta_source and asset_requested. GUID created in the package (offer/FORM-SPEC.md).
Working with revenueify
What building the people pillar looks like
Assessing and planning takes about a month, depending on your company and situation. Then we build only what the assessment points to.
1
Assess
The A.I.M. Assessment reads your numbers, your managers and your seats, and tells you whether the gap is skill, management, hiring or rhythm.
2
Plan
We agree what to fix first, the scorecard targets that prove it worked, and the review rhythm your leaders will run.
3
Build
Training, weekly management or recruiting, only where the assessment points, all on one method: Customer Focused Selling®.
4
Run it, then hand it back
The A.I.M. Monthly Sales Review and twelve-week sprints until your managers run them. You keep the revenueify Playbook, the scorecards and the cadence.
What Our Clients Say
Real Results from Real Organizations
B2B Sales Development Case Study: How OfficePro Used Comp Design and Trade Show Selling to Grow New Business Most b2b sales development advice never leaves the whiteboard. You get a definition of the SDR role, a generic six-step funnel, and a list of tools to buy. What you rarely get is a look at what actually changes behavior inside a
When you are leading a commercial interiors and workplace solutions company like Circadia and your market demands sales professionals who can navigate complex, multi-stakeholder deals across furniture, AV technology, construction, and design, finding the right tech sales recruiters is not a Google search away. Jim Scheer needed to add sales capacity without disrupting the momentum his team had already built.
When you are leading a business that delivers communication solutions for business clients across Atlantic Canada, and your sales team is selling complex, high-stakes AV systems to hospitals, government agencies, and corporate clients, generic sales training is not enough. Backman Vidcom needed a way to help their salespeople connect more effectively with different buyer types. And when the time came
revenueify helped PCD Inc., a Northern California AV integrator, get clear on strengths, opportunities, and priorities, then turn that clarity into a practical action plan. The outcome was measurable progress toward managed services and stronger design build execution, supported by consistent sales training and coaching that the team could use in real customer conversations. PCD is based in Santa Rosa and
Keep going
Go deeper on how the system works
Industry
Industry-customized revenue operations
How the model changes for your vertical's buyers, channels and sales cycle.
See how it is customizedOutcome
Customer lifetime value
Why the whole system is tuned for the accounts that renew and grow after the first close.
See the outcomeFrom the blog
How to build a revenue operations framework when the RevOps team is you
A worked 90-day example for teams with two or more reps.
Read the guideNot sure where your team stands? Score it with your sales manager in fifteen minutes.
Get the People Pillar ScorecardThe model
How the pillars connect into one model
The integrated revenue operations model shows how training, management and hiring hand off to each other, so a gap in one shows up as a number in another.
Integrated revenue operations model
The method
The one method under every part
Customer Focused Selling® was published in 1992. It is the one method your reps learn, your managers coach and your new hires are hired against.
Customer Focused Selling®
The foundation · fully integrated RevOps
Built on what generic training skips
Every leg of the system stands on the same foundation. It is why the results last instead of fading after the kickoff.
01
One Methodology, Train to Hire
Customer Focused Selling® runs through everything we do: your reps learn it in training, your managers run it every week, and the people we recruit are hired and coached on it. Nothing gets relearned between vendors, because there is only one.
02
Industry-Specific, Always
We build for the language, buyers, and sales cycle of your vertical. Our associates are insiders in your industry, thought leaders and active participants, not generalists parachuted in with a template.
03
Behavioral Science Built In
Everything DiSC® is embedded from the C-suite to the front line, so your whole team hires, coaches, and sells with one shared read on people, instead of guessing.
04
Built For Lifetime Value
We optimize for the relationships that compound, not one-off wins. The real growth lives in the value created after the first close, so that is what the whole system is tuned for.
revenueamplified
Before you decide
What people ask before they buy
Find out which pillar is costing you
Twenty minutes with revenueify, no deck
Bring your last two quarters. We will tell you where the number is leaking.
