Thomas Lopez — RevOps

Revenue Operations · GTM Engineering · Salesforce Architecture

One person, the entire revenue engine.

I'm the sole revenue operations owner at a nonprofit fundraising SaaS platform — Salesforce architecture, pipeline analytics, outbound automation, enrichment pipelines, and demand generation ops, all built and maintained by one person. I came up as an SDR, so every system I build is one a rep will actually use.

1 RevOps headcount
Full-stack ownership
7 Years in revenue roles
SDR → operations
5 Stage opportunity model
Designed & shipped
$10M Pipeline sourced through
systems I built
What I own

The whole stack, top to bottom.

Most RevOps job descriptions carve this into three or four roles. Here's the version where one person holds every layer — and what I personally built inside each one.

Sources Raw signal

Custom data acquisition, not just list buys

Wrote Python tooling to pull and parse federal bulk datasets for account-level financial signals, plus scrapers for public giving-platform data. Net-new prospect pools nobody else in the market was working.

PythonpandasBulk data / Call ReportsWeb scrapingSalesIntel
Enrichment Scoring & fit

A five-tier account fit engine

Built a Clay-based scoring system using nonprofit classification codes, revenue bands, and donation-platform signals to sort every account into a fit tier — then routed each tier to a different motion automatically.

ClayClaygentFuzzy matchingAnti-join dedup
Engagement Outbound

Two-lane outbound, sequenced and instrumented

High-fit accounts route to AEs through Outreach with AI-generated, account-level personalization; volume tiers run through Instantly with human follow-up. Paired with a Meta-based ABM program — concept lookbook, UGC scripts, and a demand-gen flywheel plan.

OutreachInstantlyMeta Adsn8nPrompt engineering
System of record Salesforce

Record types, flows, and a rebuilt sales process

Sole admin. Record types built end to end — fields, business processes, Lightning pages, validation rules, Dynamic Forms, and flows that stamp ARR/MRR and commission points. Also the person who restores the org when something goes sideways in production.

Salesforce AdminFlow BuilderSOQLMetadata APIDynamic FormsPrice books
Reporting Decisions

Funnel math the exec team runs on

Conversion-funnel tracking infrastructure from lead source to closed won, quarterly funnel metrics reporting for the CEO, and a top-of-funnel conversion tracker the AE team uses daily. Plus closed-lost analysis with re-engagement date logic so lost pipeline comes back.

Salesforce ReportsGoogle SheetsUTM architectureCohort analysis

Signal → fit tier → routed motion → recorded → measured → fed back into scoring

Selected work

Three builds that changed how the business sells.

Company-identifying figures and client names are left out on purpose. Happy to walk through the details live.

Salesforce architecture · Sales process

Rebuilding the opportunity model after a product line was retired

Problem
The company retired its services offering. The existing pipeline stages, price book, and reporting were all built around a motion that no longer existed — forecasts were meaningless.
Built
A simplified five-stage opportunity model (Qualified, Evaluating, Stalled, Closed Won, Closed Lost), a new record type from scratch with its own business process, Lightning page, validation rules, and automation for ARR/MRR stamping and commission points, plus a relaunch price book with new product tiers.
Result
Reps had one clear path, leadership got forecastable stages again, and closed-lost reasons became structured data instead of free text — with re-engage dates that route stale deals back into sequence.

GTM engineering · Enrichment · Routing

An account scoring engine that decides which motion each lead gets

Problem
Reps were working accounts by whatever landed in their queue. No shared definition of a good-fit account, so expensive AE time went to accounts that would never close.
Built
A five-tier fit scoring system in Clay using nonprofit classification codes, revenue bands, and donation-platform signals — with Claygent research agents filling gaps. High-fit accounts route to AEs in Outreach; medium-fit runs a volume play in Instantly with human follow-up.
Result
AE capacity concentrated on the top tier while lower tiers still got worked at near-zero marginal cost.

Python · Data engineering · Prospecting

Turning federal bulk filings into a net-new prospect list

Problem
A new product needed prospects with a specific financial characteristic. No vendor sells that field — but it sits in public regulatory filings, buried in multi-file bulk downloads.
Built
Python tooling to pull and parse the bulk dataset, extract the target balances per institution, then a fuzzy-matched anti-join against existing CRM leads to strip everyone already in the database.
Result
A clean, deduplicated, net-new target list built on a signal competitors weren't using — sourced for the cost of compute instead of a data contract.
Also shipped

The rest of the build log.

Salesforce architecture

  • Customer success case structure. Two-record-type Case model for onboarding versus ongoing relationship, with custom fields, layouts, and separate status pipelines.
  • Record-type-scoped fields & picklists. Field visibility and picklist availability controlled per record type so each segment sees only its own process.
  • Dynamic Forms in production. FlexiPage migrations and layout work done live without breaking rep workflows.
  • Flow automation. Conversion-funnel stamping on Contact, ARR/MRR calculation, commission point assignment.
  • Incident recovery. Diagnosed and fully restored an org-wide picklist value set after a tooling operation wiped it in production.
  • API limit management. Traced and resolved a Salesforce API limit incident affecting integrations.

GTM engineering & automation

  • AI email personalization at scale. Hired a human researcher to write account-level snippets, then reverse-engineered their process into a repeatable Claygent prompt.
  • Referral bookmarklet. Flask proxy on PythonAnywhere powering a one-click rep referral tool.
  • Giving-platform scraper. Automated collection of public nonprofit donation-platform data for prospecting.
  • n8n workflows. Automated content and video pipelines with cohort rotation logic.
  • UTM architecture. Consistent tracking taxonomy across the full marketing stack so attribution actually reconciles.

Analytics & reporting

  • Conversion funnel infrastructure. Picklist, flow, and report layer tracking every stage transition from source to close.
  • Quarterly funnel metrics for the CEO. Stage-by-stage conversion and velocity reporting used in planning.
  • Top-of-funnel conversion tracker. A live sheet the AE team uses to see their own throughput without asking ops.
  • Sales activity scorecard. Rep-level activity and outcome reporting.
  • Closed-lost analysis framework. Dependent picklists that make loss reasons queryable, with re-engagement date logic.

Demand gen & commercial judgment

  • Meta ABM program. Seven-concept ad lookbook, UGC video scripts, and a demand generation flywheel plan.
  • Sequence architecture. Outreach and Instantly sequences built and maintained across multiple segments.
  • Vendor evaluations. Email platform selection scored on Salesforce integration depth against real cost, not brand name.
  • Licensing negotiation input. Recommended against a multi-year software commitment in favor of a shorter term after modeling the downside.
  • Content operations. Runs an independent nonprofit-focused content channel with an automated production pipeline.
Path

Why the systems work: I sat in the seat first.

Before

Service, at volume

Worked aboard a cruise line — thousands of guests, no room for a bad interaction. Where the tolerance for friction got set.

2019 →

Sales development

High-volume cold calling. Learned exactly which CRM fields reps skip, which sequences get ignored, and what "just one more required field" really costs.

Now

Sole RevOps owner

Salesforce architecture, GTM engineering, pipeline analytics, and demand gen ops for a nonprofit fundraising SaaS platform — built from scratch, run by one.

Tools

Hands-on, in production.

CRM & platform

  • Salesforce Admin
  • Flow Builder
  • SOQL
  • Metadata API
  • Dynamic Forms
  • Validation rules
  • Record types & layouts
  • Price books

GTM stack

  • Clay / Claygent
  • Outreach
  • Instantly
  • SalesIntel
  • n8n
  • Meta Ads Manager
  • ActiveCampaign

Code & data

  • Python
  • pandas
  • Flask
  • Fuzzy matching
  • Web scraping
  • REST APIs
  • Google Sheets (advanced)

Practice

  • Pipeline & funnel analytics
  • Sales process design
  • ABM strategy
  • Lead routing & scoring
  • Attribution / UTM design
  • Vendor evaluation
  • Prompt engineering
Open to conversations

If your revenue team needs someone who can build it and run it.

Best fit: RevOps, GTM engineering, or Salesforce-heavy operations roles where breadth matters more than headcount.

Email me LinkedIn