Purview OpsStart with the audit
About

Purview Ops

Purview Ops is a revenue operations and go to market engineering practice for companies selling into energy, water, waste, and grid infrastructure. It is run by John Zebell from Denver, Colorado.

The work is the systems underneath a revenue team. Lead routing, lifecycle and stage instrumentation, CRM architecture, enrichment pipelines, reporting people can trust, and the checks that catch it when one of those quietly stops working.

Engagements start with a two week audit, then continue as a monthly retainer if the findings warrant it.

Who

John Zebell

Denver, Colorado.

I build revenue systems. Over the past year I have built and delivered them across concurrent client engagements in wellness, telehealth, and services, as the technical point of contact on each one.

That work is lead routing and scoring, lifecycle automation, enrichment pipelines, CRM architecture and data hygiene, reporting, and AI agents running in production with guardrails on what they are allowed to write.

Everything I build runs unattended, so I instrument it to prove its own output rather than report that it succeeded. Run level logging on cost and latency, validation on every write, and an alert when something fails rather than a record quietly disappearing.

Certifications, all verifiable

Public work

Why this market

Two reasons, and one of them is not about the climate.

Climate and energy companies sell into markets that can be counted. There are a specific number of utilities, developers, and municipalities that fit what any given company sells, and that list is public. Most revenue playbooks assume an unbounded market and estimate their way around it. Here you can build the actual list.

A lot of what decides timing is also public. Procurement calendars, budget approvals, grant cycles, interconnection filings. In most industries you have to guess when a buyer is ready. In this one, much of it is published before anyone announces anything.

The other reason is that I would rather the systems I build sit underneath companies doing this than underneath another software company.

How

Recorded walkthroughs and writing. Findings arrive as something you watch on your own schedule and forward to whoever was not in the room. Meetings when you want one, never on a standing invite.

We recommend, you execute. We build the systems and tell you what the data says. We do not run your revenue org, sit in your standups, or become something you cannot operate without.

Read only access for the audit. Nothing we ask for during the audit lets us change anything in your systems.

Write access only when you have asked us to build something. Some of what gets built during a retainer has to write back, and that is the only time we ask for more than reading. Never to a CRM field without a check in front of it, and never as a substitute for a rule.

A fixed audit before anything else. Two weeks, $1,000, credited against the first month if the engagement continues. The findings document is yours whether or not it does.

Who this is for

Four situations. Most companies are in exactly one, and most are wrong about which.

A founder still closing most deals, under fifteen customers. The problem is that nothing is being recorded, so the history that would answer next year's questions is not being captured. The work is a countable market and the five instrumentation decisions that cost nothing now and require backfilling later.

First revenue hires landed, and nobody can reproduce the numbers everyone quotes. The funnel math came from a spreadsheet built once. Inbound is arriving faster than anyone is routing it. The work is reconciling the stated numbers against the system, and building routing that handles its own failure cases.

Enough volume to compute the numbers, and enough to compute them wrong. Every metric is an average across segments that behave differently, and sales and marketing are using the same words to mean different things. The work is splitting the metrics and settling the definitions against closed won data rather than by argument.

Growth still depending on new logos. Percentage growth slows as the base grows, and expansion is not instrumented separately, so nobody can say how much it carries. The work is decomposing it and building the signals that surface expansion before someone asks.

Not a fit. Under three people selling, no CRM, or a company that wants someone to run their revenue org rather than build the systems underneath it.

Questions

What access do you need for the audit?
Read only access to your CRM, and to whatever else holds revenue data. Nothing that permits changes.
Does that change if we continue on a retainer?
Only if you ask us to build something that has to write back, and only for that piece. Never to a CRM field without a check in front of it, and never as a substitute for a rule. The audit itself is read only either way.
What if we do not have a CRM?
Then the audit is the wrong first step. That situation needs a described process before it needs analysis, and we would say so rather than sell you an audit.
How long does the audit take?
Two weeks from access being granted. The intake doc takes about fifteen minutes on your side and nothing else is required until the findings arrive.
What does the audit cost?
$1,000, credited in full against the first month if you continue.
Do we have to continue after the audit?
No. The findings document is yours either way, and it is written to be usable by whoever fixes the problems, including someone who is not us.
Do you work with companies outside energy and environmental infrastructure?
The method applies anywhere. The market and timing work is specific to markets where buyers are countable and buying windows are public, which is why the practice is pointed here.
Where are you located?
Denver, Colorado. All work is remote.

Contact

John Zebell
Denver, Colorado
LinkedIn

Start with the audit