CRM

CRM & RevOps Strategy Masterclass

The fastest-growing companies don’t win because they have better salespeople — they win because they have better systems. Learn the frameworks modern RevOps teams use to design CRM architecture leaders trust, forecasts they can rely on, and the operational foundation behind predictable growth.

Marcelo Arnez CRM & RevOps

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Marcelo Arnez designed and teaches the course.

Format: Live cohort, online
Runs: Wednesdays & Fridays
Length: 4 weeks
Sessions: 10:00 AM ET, ~100 min
Level: Some CRM and GTM experience assumed
Platforms: HubSpot, Salesforce or Attio

What you’ll learn

By the end of the course, you’ll be able to:

Design scalable Revenue Operations systems

Starting from the six-layer model, where each layer depends on the one beneath it and a weak data model corrupts everything above.

Build CRM architectures that drive execution and data quality

Lead and sales funnels that mirror each other, and pipeline stages built on verifiable buyer actions rather than seller activity.

Design forecasts and dashboards leaders can trust

Grounded in pipeline coverage, conversion rates and deal inspection — predictability rather than a number nobody believes.

Identify and prioritise the highest-impact revenue opportunities

Read stage-to-stage conversion to locate the leak, apply the five whys to find the cause, then rank fixes on impact against effort.

Build an AI-ready revenue engine

Clean data and repeatable process, then automation on top — inbound routing that enriches, checks ICP fit and assigns the right owner.

What you’ll walk away with

The workbook is the spine of the course — everything else builds on it.

A completed CRM workbook — the blueprint for your revenue engine, and the artefact the whole course builds toward
A designed lead and sales funnel that mirror each other end to end
A bottom-up capacity model you can hold up against a top-down revenue target
A forecast built on pipeline coverage and conversion rather than optimism
An automated inbound workflow that enriches, qualifies and routes a real lead

Curriculum

8 live sessions

Week 1 · Wed 10:00 AM ET
The CRM as a Strategic Asset

Why a CRM is the operational model of a business rather than a database, and the six-layer framework the rest of the course hangs on — each layer only as reliable as the one below it.
Week 1 · Fri 10:00 AM ET
GTM Strategy and the Workbook

The workbook as north star: define the ideal state first, then audit what you inherited against it. Architecture has to align with every function that touches customer data.
Week 2 · Wed 10:00 AM ET
Designing the Lead and Sales Process

Separate lead and sales funnels that mirror each other, and a sales process built on verifiable buyer actions — a booked meeting, a signed contract — not internal seller activity.
Week 2 · Fri 10:00 AM ET
Capacity Planning and the Revenue Engine

Build a bottom-up model from real AE capacity and hold it against the top-down target. Where the gap is, optimise deal size, win rate or time per opportunity before hiring.
Week 3 · Wed 10:00 AM ET
CRM Architecture: Process First

A CRM reflects your processes; it cannot fix broken ones. How the platform’s core object — Salesforce’s Company against HubSpot’s Contact — shapes everything you can do with the data.
Week 3 · Fri 10:00 AM ET
Architecture in Practice

Working through real implementation problems from the room, and making pipeline stages buyer-centric so progress is something you can actually inspect.
Week 4 · Wed 10:00 AM ET
Implementation, Diagnosis and Forecasting

Treat every field you add as a change with consequences for users, automations and reporting. Diagnose revenue leaks from conversion data, then prioritise fixes on impact against effort.
Week 4 · Fri 10:00 AM ET
Automation on Top of Clean Data

An inbound lead workflow built live: a form submission enriched, checked against ICP, routed to the right AE, and written back to the CRM without creating duplicates.

Who teaches it

Marcelo Arnez

CRM & RevOps

Senior sales ops at Paystand, a billion-dollar company that recently acquired three others — which means merging their CRMs, a project that punishes unclear thinking. Has coached Bootprint students through CRM work for years, and built this course around the ceiling most people hit: plenty of fluency with fields and objects, no strategy for using the CRM to drive business outcomes.

What you’ll need

Who it’s for

People looking to break into RevOps, or to become the strategic operator a GTM team relies on
Anyone who understands the B2B lifecycle — lead, opportunity, closed won — and wants to design the system behind it
People working in sales, marketing, customer success, operations or RevOps today

Time commitment

Two live sessions a week, around 100 minutes each
Workbook progress between sessions — it is reviewed in the room

Technical access

Students with these will get considerably more out of the course. Without admin access you can still complete the exercises, but working in a real CRM — or a sandbox — accelerates everything.

CRM admin access — HubSpot, Salesforce or Attio
The ability to create custom properties, pipelines, workflows, reports and dashboards
Access to historical CRM data for analysis
An AI assistant for assignments — Claude, ChatGPT or Gemini
Miro (free) and a Clay licence

CRM & RevOps Strategy Masterclass

What you’ll learn

Design scalable Revenue Operations systems

Build CRM architectures that drive execution and data quality

Design forecasts and dashboards leaders can trust

Identify and prioritise the highest-impact revenue opportunities

Build an AI-ready revenue engine

What you’ll walk away with

Curriculum

The CRM as a Strategic Asset

GTM Strategy and the Workbook

Designing the Lead and Sales Process

Capacity Planning and the Revenue Engine

CRM Architecture: Process First

Architecture in Practice

Implementation, Diagnosis and Forecasting