Revenue Operations Strategy
Operating model, funnel definitions, forecasting cadence.
CRM & Sales Technology
Selection, implementation, routing, dialers.
Marketing Technology
Lifecycle automation, campaign and ad integration.
Data Analytics
Warehouse, pipelines, executive reporting.
Systems Integration
LOS, CRM, telephony, marketing and finance connected.
Software Development
BI platforms, routing engines and middleware built to fit.
Services ·
CRM & Sales Technology
A CRM your sales team actually runs on.
Selection, implementation, routing and dialers, designed as one system with your marketing, data and finance tools. We build it, then hand it over documented.
Request an assessmentWhat this service looks like
One sales system, built and handed over.
Vendor-neutral. We work in the platforms your team already runs, or help you choose the right one, and connect it to the rest of your revenue stack.
1
Platform selection & architecture
Requirements, vendor evaluation and a data model designed for your sales motion, or an audit of the CRM you already run.
2
Implementation & data migration
Objects, pipelines, fields and permissions configured; historical data cleaned, de-duplicated and migrated.
3
Lead routing & assignment
Territory, round-robin and skill-based rules with speed-to-lead SLAs and escalation alerts.
4
Dialer & telephony integration
Click-to-call, call logging and recordings tied to the record, so activity is captured without extra work.
5
Pipeline reporting & dashboards
Forecast, funnel and rep-activity views built on definitions sales, marketing and finance agree on.
6
Documentation & team enablement
Admin documentation, role-based training and a handover plan so your team owns the system.
Everyday breakdowns
What your team has learned to work around.
Each one compounds the next. Hover a breakdown to see how it shows up and what we change.
01
Nobody trusts the CRM
01
Nobody trusts the CRM
What it looks like
Reps keep their real pipeline in spreadsheets. Leadership asks for the forecast and gets three different numbers, and Monday meetings start with reconciling them.
What we do
We rebuild the data model, pipeline stages and required fields around how your team actually sells, clean and migrate the history, and make the CRM the only place the forecast comes from.
02
Leads go to die in the handoff
02
Leads go to die in the handoff
What it looks like
Marketing sends leads that sit unworked for days. Nobody can say who owns a lead, how fast it was called, or why it went cold.
What we do
We design routing and assignment rules with speed-to-lead SLAs, round-robin and territory logic, and alerts when a lead goes untouched, then report on every handoff.
03
Reps work around the system
03
Reps work around the system
What it looks like
Logging a call takes five clicks, so it does not happen. Activity data is thin, coaching is guesswork, and adoption drops after every rollout.
What we do
We cut the clicks: dialer and email built into the CRM, automated activity capture, and views built for each role, so the easiest path is the right one.
04
Tools that don't talk to each other
04
Tools that don't talk to each other
What it looks like
CRM, dialer, marketing automation and LOS each hold part of the customer. Data is re-keyed by hand, and every report is a manual export.
What we do
We integrate the stack so records, activity and status sync automatically, with one source of truth feeding the reporting leadership relies on.
Featured case study ·
Reverse mortgage
Launching Sales Division in 120 Days
A leading reverse mortgage lender sought to expand beyond its existing, successful sales channel into a new market. To execute this vision, they engaged Illumination Labs to design, build, and launch a scalable sales division—fast. After conducting a comprehensive discovery and gap analysis, we developed an ambitious, execution-ready strategy. The challenge was clear: build a high-performing, cost-efficient sales operation within 120 days, leveraging existing technology wherever possible. Despite the complexity, Illumination Labs delivered—on time, on target, and on budget.
120
days, discovery to launch
<30
days from launch to first funded loan
3 / 3
on time · on target · on budget
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Find out where your CRM is leaking revenue.
A two-week Revenue Infrastructure Assessment: we map your CRM, routing, dialers and reporting, and return a prioritized build plan with cost and timeline.