Revenue operations shaped around your team.
Forma Revenue builds the operating system behind revenue: the process, systems, data, and reporting a commercial team runs on. That work spans teams putting a first system in place and established organizations getting more out of what they already own.
Systems, not workarounds
Growth shouldn't depend on any one person remembering the process. We build systems the whole team can run.
Right-sized, not overbuilt
The right amount of process for your stage. No more, no less.
Clarity over jargon
Plain language, clear definitions, and reporting people actually use.
Built to outlast the engagement
Documentation and governance so the system keeps working after we leave.
A four-step method
Diagnose
A focused audit of process, systems, data, and roles: how revenue work actually flows and where it breaks.
Design
Agree on a right-sized revenue operating model for your stage.
Implement
Configure the systems, build the workflows and reporting, and train the team to run it, using AI to compress build work that used to take weeks.
Stabilize
Handoff and governance so the system keeps working as you grow.
Early-stage founders and CEOs with real traction but no formal revenue system yet.
Revenue leaders at scaling companies ready to make pipeline and forecasting reliable.
Sales and operations leaders at established B2B organizations, including banks and insurers, upgrading how their teams sell.
Teams that want clarity, simplicity, and execution, not overbuilt process.
What the work looks like
Built on 20+ years across sales, finance, data, and revenue operations. The engagements below are anonymized; client details stay private.
A forecast nobody trusted
A Series B company was forecasting off spreadsheets and rep sentiment, and every leadership question turned into a one-off analysis. Rebuilt the forecasting model to around 90% accuracy, stood up real-time GTM dashboards, and put a weekly pipeline review behind them. Ad-hoc reporting requests dropped by half.
Selling out of an ERP
The commercial team at a PE portfolio company was tracking deals in a finance system never built for it, and logging a single opportunity took close to an hour. Led the migration onto a real CRM, redefined the stages around how buyers actually move, automated opportunity creation down to a few minutes per record, and trained the team on the new process.
Every report told a different story
At a Series D company, every dashboard pulled from a different place, so no two numbers matched and leadership debated the data instead of the business. Led the program to stand up an enterprise data warehouse, then the governance around it: one set of metric definitions, clear owners, and a change process that kept the numbers consistent.
Financial services and payments at the core, with recent work across SaaS, healthcare, food/CPG, and commercial banking.
Series A through enterprise, including PE portfolio companies, and mid-market organizations with established sales teams.
Usually Salesforce or HubSpot at the core, with whatever sits around it: Gong, ZoomInfo, Clay, Looker, Tableau, etc. AI tooling like Claude Code does the heavy lifting on analysis, migration, and automation.
If that sounds like you, let's talk.
Tell us where things stand and we'll tell you what we would look at first.
Get in touch