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
A paid diagnostic that shows where your revenue system breaks, why deals stall, and where the founder still fills the gaps.
Price
$7,500
What we audit:
- Stage definitions, exit rules, and pipeline accuracy
- Deal ownership, next steps, and stale deal patterns
- Follow-up quality and where momentum breaks
- Sales, marketing, and delivery friction inside active deals
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
Our approach
Revenue Audit
A paid diagnostic that shows where your revenue system breaks, why deals stall, and where the founder still fills the gaps.
Price
$7,500
What we audit:
- Stage definitions, exit rules, and pipeline accuracy
- Deal ownership, next steps, and stale deal patterns
- Follow-up quality and where momentum breaks
- Sales, marketing, and delivery friction inside active deals
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 marketing and sales activities
- CRM data is hard to trust
- Missed opportunities (new and expansion)
- Revenue depends on the founder
Pipeline runs on standards and cadence.
- Sales and marketing work together
- CRM is the single source of truth
- Increased sales velocity
- The founder intervention drops
The guy behind Practical Revenue
Howdy!
I’m James.
I built a simple system for services firms to grow beyond founder-led sales because I kept seeing great services teams do great work, only to lose deals in the cracks.
Sales drifts. Marketing gets ignored. The founder steps in to keep things moving. And pipeline plateaus.
Sound familiar?
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 do you do, in plain English?
We help B2B service firms remove founder dependence from revenue.
That starts with a Founder’s Tax Audit to diagnose where deals stall, where pipeline trust breaks, and where the founder still acts as the correction mechanism.
Then we install the rules, cadence, and accountability needed to help the team move deals without constant founder intervention.
Are you a content agency? Are you a sales coach?
No. We are not a content agency and we do not provide broad sales coaching.
We install practical standards for how sales, marketing, and leadership work together to move deals, use proof well, and keep the pipeline trustworthy.
If your team needs asset production, content support, or implementation help, we can point you to partners. Our role is diagnosis, operating standards, and enforcement.
Can we skip the audit and go straight to install?
What do we get from the Revenue Audit?
A review of what is broken, a prioritized 30-day plan, and a 90-day roadmap. Clear owners, clear sequence, and a go/no-go on whether an install sprint will work.
What happens during the Revenue Install?
We install the operating standards your team uses on live deals:
1. Stage criteria and qualification standards
2. Next-step rules, ownership rules, and stale-deal rules
3. Minimum CRM standards and required fields
4. Weekly revenue review structure and leadership views
5. Proof requirements, priority proof gaps, and handoff standards
We also train the team on the new rules and review cadence so the system can hold without founder rescue.
What happens during the Revenue Governance?
Revenue Governance makes the install stick. We run the weekly revenue review on live deals, enforce the installed standards, and correct drift before the founder has to step back in.
What we do in governance:
• Review stage accuracy, next steps, stale deals, and pipeline health
• Challenge weak qualification, unsupported optimism, and exception creep
• Review proof usage, handoff issues, and delivery risk signals
• Log actions, owners, and escalations after each review
• Tighten rules or escalate leadership issues when adoption slips
Initial Governance runs for 3 months and continues only if the team still needs enforcement.
How long does this take?
- Revenue Audit takes 2-3 weeks.
- Revenue Install takes 8 – 12 weeks.
- Revenue Governance runs with a 3-month minimum.
How much time do you need from our team?
Revenue Audit:
We need 60 minutes for each person we interview. And we’ll need 90 minutes to present our audit to your team with the next steps.
Revenue Install:
We need 8-12 weeks to customize our framework for your business, roll it out with your team, and help your team adopt the approach.
Revenue Governance:
We run recurring meetings with your team to enforce systems:
- Founder: 60 mins/mo to update on progress and make adjustments.
- Sales: 30 mins (weekly) to run pipeline, update next steps, and keep deals moving.
- Marketing: 60 mins (weekly) to tighten proof and sales enablement.
Do we need to change tools or rebuild our CRM?
If the CRM is weak, we can still start the audit from an export or recent deal evidence. Install requires a working CRM because the rules only hold if the pipeline data stays current.
If you need a recommendation, HubSpot works well for many service firms.
What if cleaning up the pipeline makes it smaller?
Good.
A smaller real pipeline beats a big fake one. You don’t get bonus points lying to yourself about potential business. And you can’t pay your team with “hope”.
How do you make this stick?
Weekly governance reinforces adoption. We inspect live deals against the standards, log actions and owners, and escalate when leadership stops enforcing the rules.
If the company refuses accountability, the engagement stops.
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