For private equity and venture capital

One HubSpot standard across
your whole portfolio

RevM works with investment firms and their portfolio leadership teams to get every company using HubSpot to the same standard, so the board sees revenue numbers it can compare and trust.

Start with a Revenue Reset → Talk to us about your portfolio ↓
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Every portfolio company arrives with
own version of the truth

When you invest in a business, you inherit its CRM. One company has HubSpot set up by a founder in a weekend. Another has three years of custom properties nobody can explain. A bolt-on acquisition runs a different CRM altogether. Each one defines a qualified lead differently, counts pipeline differently and forecasts with a spreadsheet that lives on someone's laptop.
That makes the board pack slow to assemble and hard to compare. It also makes the value creation plan harder to track, because the revenue numbers underneath it are built on different rules in every company.
RevM™ fixes that at the source. We design a HubSpot standard for your portfolio, apply it company by company and leave each leadership team with a CRM they can run, and a set of numbers the investment team can compare like for like.

How we work with investment firms and portfolio companies

 We work at two levels at the same time. Most portfolio engagements involve both. 

For the investment firm

We work with operating partners and portfolio directors to agree what good looks like across the portfolio. That means a common set of lifecycle stages, deal stages, revenue definitions and core reporting that every company adopts, whatever it sells and however large it is. Each company keeps the flexibility it needs to sell its own way, while the measures the board relies on stay consistent.The result is a portfolio playbook for HubSpot: a documented standard that new acquisitions can be brought onto quickly, and that your portfolio teams can hold each company to.

For portfolio leadership teams

We work alongside the Founder-MD, the CRO or Sales Director, and very often the Fractional CMO or CRO the fund has placed into a newly invested business. They need answers quickly: what is the CRM telling us, can we trust it, and what has to change before the 100-day plan is signed off?We give them a clear diagnostic in weeks, then build what the plan requires. The HubSpot work is led by senior practitioners from start to finish.

A HubSpot diagnostic inside the first 100 days

The first 100 days after investment set the direction for the hold period. Decisions about sales hiring, marketing spend and systems investment get made quickly, and they need a reliable view of the revenue engine behind them.Our Revenue Reset is a fixed-scope diagnostic that gives portfolio leadership exactly that. In two to three weeks we review how HubSpot is set up and used, test the data, map how leads become customers, and look at the reporting the leadership team and board rely on.

A Revenue System Diagnostic

scoring the current setup across every layer of the revenue system and showing where data, process and reporting are holding growth back.

A Revenue Architecture Blueprint

setting out the target design for that company and a prioritised plan to get there, written so it can feed straight into the 100-day plan and board papers."The Revenue Reset gives portfolio leadership the HubSpot diagnostic they need in the first 100 days."There is no commitment beyond the Reset. Firms can also run a Reset across several portfolio companies so the investment team can compare them on the same basis before deciding where to invest effort.

A portfolio standard built on

Revenue Architecture

Revenue Architecture is the framework we use to design every HubSpot portal we work on. It looks at the revenue system in five layers. For a portfolio, it gives you a shared language for comparing companies and a consistent design to roll out. 
Revenue Capture
How each company attracts and converts demand: website, forms, campaigns and lead routing. We standardise how sources are tracked so marketing contribution can be compared across the portfolio.
Data
The properties, objects and associations that hold the business together. We agree a core data model for the portfolio, then clean and maintain it using Data Hub and Insycle, where RevM is a Solutions Partner.
Engine
Pipelines, deal stages, automation and handoffs between marketing, sales and service. We align stage definitions so pipeline coverage and conversion mean the same thing in every company.
Intelligence
Reporting, forecasting and attribution. We build a consistent set of dashboards for each leadership team, and the portfolio-level measures the investment team needs for board and LP reporting.
Optimisation
The ongoing work of improving the system as the business grows. We review performance, introduce HubSpot AI where it helps and keep each company aligned to the portfolio standard over the hold period.
How we work

Portfolio situations we help with

A newly invested business with a CRM nobody trusts

The leadership team knows the data is wrong but not how wrong. We start with a Revenue Reset, fix the data and pipeline design that matter most to the 100-day plan, and give the board a forecast it can rely on.

Buy and build, bolt-ons and portal consolidation

Acquisitions bring separate HubSpot portals, or separate CRMs, into one group. We plan and run portal consolidations after acquisition, merging records, properties, pipelines and assets into a single structure without losing history or disrupting the sales team mid-quarter.

Moving portfolio companies onto HubSpot

Where the firm has chosen HubSpot as the portfolio standard, we migrate companies from Salesforce, Microsoft Dynamics, Pipedrive and Insightly, and marketing teams from Marketo, Eloqua and Pardot.

Investor reporting that does not depend on spreadsheets

We build the reporting layer that turns HubSpot into the source for monthly management information, board packs and investor updates, so the numbers come straight out of HubSpot each month.

Getting ready for exit

Buyers look hard at revenue quality. A HubSpot portal with clean data, clear pipeline history and reliable attribution makes due diligence faster and supports the equity story. We help portfolio companies get their revenue data in shape well ahead of a sale process.

The Transformation Journey,

company by company

Every portfolio company sits at a different point. The Transformation Journey lets us meet each one where it is, while working towards the same portfolio standard.

01 Revenue Reset
A fixed-scope diagnostic and blueprint for the company.
02 Foundations
Implementation, migration and data model work to bring the portal up to the portfolio standard.
03 Acceleration
Automation, sales enablement and campaign infrastructure that help the team sell faster.
04 Insight
Reporting, forecasting and attribution for leadership and the board.
05 Evolution
An ongoing partnership that keeps the system improving across the hold period.

Why investment firms choose RevM

Led by senior practitioners

Portfolio work needs people who can sit with an operating partner in the morning and rebuild a pipeline in the afternoon. Our HubSpot work is led by senior practitioners, supported by our own development and integration team.

Deep HubSpot experience

RevM has been a HubSpot Platinum partner since we were founded in 2017, and our team has worked inside HubSpot since 2012. RevM is a HubSpot EMEA Impact Award winner.

Commercial experience from the client side

RevM was started in 2017 by Carl Davies, a marketer with twenty-five years of marketing and revenue leadership: telecoms at Telewest and ntl, the vendor side at Convergys and Sigma Systems, and defence and technology at BAE Systems Applied Intelligence, including two CMO roles along the way. We understand what a board needs to see and how investors read revenue numbers.

Sector knowledge across typical portfolios

We work across B2B SaaS, FinTech, Health, MedTech and Life Sciences, EdTech and Professional Services, the sectors most PE and VC portfolios are built around.

Frequently asked questions

Do all our portfolio companies need to be on HubSpot?
No. Many portfolios run a mix of systems. We can design a reporting standard that works across the portfolio, and help the firm decide where moving a company onto HubSpot makes commercial sense.
Can you work with the Fractional CMO or CRO we have placed?
Yes. We work alongside fractional leaders as their HubSpot and revenue operations partner, so they can focus on strategy while we build the system behind it.
How do you keep companies aligned to the standard over time?
Through our Evolution partnership. We review each portal regularly against the agreed standard, handle changes as the business grows and bring new acquisitions onto the same design.
Can we start with one company?
Yes. You can start with a Revenue Reset in one company, see the output, then decide whether to extend the approach across the portfolio.
Get involved now

Give your portfolio one version of the revenue truth

 Start with a Revenue Reset in one portfolio company, or talk to us about a standard for the whole portfolio. 

Book a Revenue Reset Talk to Carl