How to Conduct a RevOps Audit: The DEPTH Model

Download the full DEPTH Audit Checklist here: https://revopshq.com/resources/

Introduction

A Revenue Operations (RevOps) audit is a systematic evaluation of an organization’s revenue‐generating functions—data, processes, technology, metrics, and people alignment—with the objective of identifying bottlenecks that impede predictable growth. Despite widespread adoption of RevOps in B2B and SaaS environments, many companies lack a structured framework to assess the health of their revenue engine on a regular basis. The absence of such an audit can lead to data fragmentation, misaligned goals, underutilized technology, and ultimately, revenue leakage.

This document introduces the DEPTH model, a five‐step mnemonic designed to guide RevOps practitioners through a comprehensive audit. Each letter in “DEPTH” corresponds to one critical dimension of RevOps:

1. D – Data Health
2. E – Execution & Handoff Processes
3. P – Platforms & Integrations
4. T – Tracking & Metrics
5. H – Human Alignment

By following DEPTH, organizations can systematically uncover root causes of inefficiency, prioritize corrective actions, and establish a continuous improvement cycle.

1. The DEPTH Model Overview

The DEPTH model serves as both a conceptual lens and operational checklist. It is deliberately broad enough to apply to small and large‐scale RevOps teams, yet detailed enough to drive specific recommendations. In brief:

• D (Data Health) focuses on the completeness, accuracy, and consistency of CRM and marketing data.
• E (Execution & Handoff Processes) examines how leads and opportunities flow through marketing, sales, and customer success, with emphasis on defined handoff criteria and Service Level Agreements (SLAs).
• P (Platforms & Integrations) investigates the technology stack—CRMs, marketing automation, data warehouses, analytics tools—and their interconnections.
• T (Tracking & Metrics) assesses key performance indicators (KPIs), dashboards, reporting cadence, and analytical methods used to measure progress.
• H (Human Alignment) evaluates organizational roles, accountability structures, cross‐functional communication, and shared objectives.

Together, these five dimensions create a multi‐faceted audit framework. They ensure that an organization not only collects high‐quality data, but also leverages it effectively through well‐documented processes, robust technology, rigorous measurement, and aligned teams.

2. Step 1: Data Health (D)

2.1 Rationale

Accurate and complete data is the foundation of any RevOps initiative. If records in a Customer Relationship Management (CRM) system are fragmented, duplicated, or stale, then every subsequent analysis, forecast, or decision is compromised. Poor data hygiene can originate from multiple sources: manual entry errors, inconsistent lifecycle‐stage definitions, neglected database maintenance, or flawed integration logic.

2.2 Key Audit Activities

1. Duplicate and Incomplete Record Identification
2. Lifecycle Stage Consistency
3. Property Standardization
4. Historical Data Integrity

2.3 Deliverables

• A dashboard or report listing:
• A prioritized action list for data cleanup, noting which data steward (owner) will remediate each issue within a set timeline

3. Step 2: Execution & Handoff Processes (E)

3.1 Rationale

Even when data is clean, inefficient or undocumented processes can cause friction between marketing, sales, and customer success. Undefined handoff criteria often result in leads being “dropped” or stuck in limbo. Without clear responsibilities and Service Level Agreements (SLAs), teams cannot measure or optimize the velocity of opportunities through the funnel.

3.2 Key Audit Activities

1. Document End-to-End Funnel Flow
2. Handoff Criteria & SLAs
3. Manual vs. Automated Handovers
4. Ownership and Escalation Paths

3.3 Deliverables

• A finalized process map illustrating every funnel stage, decision node, and owner
• A spreadsheet tracking SLA performance by handoff (e.g., average time to follow up on SQL, average time to onboard a new customer)
• A list of manual handoff steps flagged for potential automation

4. Step 3: Platforms & Integrations (P)

4.1 Rationale

Modern RevOps relies on an interconnected technology stack—CRMs, marketing automation platforms, data warehouses, business intelligence tools, and more. Misconfigurations, broken integrations, or redundant applications can lead to data silos, conflicting reports, and wasted budget. A comprehensive audit of the tech stack ensures that every tool is properly configured, data flows reliably, and each system serves a clear purpose.

4.2 Key Audit Activities

1. Technology Inventory
2. Integration Health Check
3. Redundancy and Overlap Analysis
4. Security & Compliance Review

4.3 Deliverables

• A consolidated “Tech Stack Inventory” spreadsheet listing each tool, its owner, cost, and primary function
• An “Integration Health Report” summarizing the status of key API connections (including error rates and uptime percentages)
• Recommendations for deprecating or consolidating redundant systems, along with impact assessments

5. Step 4: Tracking & Metrics (T)

5.1 Rationale

Key Performance Indicators (KPIs) serve as the scoreboard for RevOps. Without reliable metrics, RevOps leaders cannot determine whether process improvements or technology investments yield ROI. Common pitfalls include inconsistent dashboard definitions, outdated reporting cadences, and reliance on vanity metrics that do not align with strategic objectives.

5.2 Key Audit Activities

1. KPI Alignment Workshops
2. Dashboard Audit
3. Data Source Validation
4. Reporting Cadence & Distribution

5.3 Deliverables

• A “KPI Alignment Matrix” linking strategic goals to metrics, definitions, data sources, and owners
• A “Dashboard Review” log capturing inconsistencies, outdated data sources, or missing visualizations
• A schedule of report distribution, including recipients, frequency, and meeting contexts

6. Step 5: Human Alignment (H)

6.1 Rationale

Technology and processes can only achieve their intended effect if people are aligned around shared objectives, clear roles, and open communication. Misaligned incentives, siloed teams, or unaddressed conflicts will undermine even the most robust RevOps infrastructure. The Human Alignment audit seeks to measure organizational buy-in, clarify responsibilities, and surface areas of friction.

6.2 Key Audit Activities

1. Stakeholder Interviews & Surveys
2. RACI Model Assessment
3. Communication Cadence & Forums
4. Incentive & Compensation Alignment

6.3 Deliverables

• A completed RACI matrix with assigned roles and identifications of gaps/overlaps
• A summary of stakeholder interview findings, highlighting recurring themes (e.g., “Marketing felt SLAs were ambiguous,” “Sales VP reports inconsistency in lead quality”)
• A chart of meeting forums and their effectiveness ratings (e.g., “RevOps Stand‐Up: 4/5,” “Monthly Sales Review: 3/5”)
• Recommended changes to incentive structures to reinforce RevOps alignment

7. Integrating DEPTH Findings into an Action Plan

Once each DEPTH dimension has been assessed, the final step is to synthesize the findings into a coherent action plan. This plan should be formatted as follows:

1. Executive Summary
2. Key Findings by DEPTH Dimension
3. Priority Actions & Owners
4. Metrics for Success
5. Review & Continuous Improvement Cadence

8. Conclusion

Conducting a RevOps audit through the DEPTH model—Data, Execution, Platforms, Tracking, Human Alignment—ensures a holistic assessment of an organization’s revenue function. Each dimension addresses a critical facet of revenue health: accurate data enables reliable insights; clearly defined processes guarantee smooth handoffs; well‐configured platforms ensure uninterrupted data flow; robust tracking yields actionable metrics; and aligned teams sustain continuous improvement.

By systematically applying DEPTH, RevOps leaders can:

• Uncover hidden revenue leaks caused by data gaps or process inefficiencies.
• Optimize their technology stack by identifying integration failures or redundant tools.
• Standardize KPIs and dashboards to measure the true impact of RevOps initiatives.
• Foster cross‐functional alignment through clear roles, consistent communication, and incentive structures that reinforce cooperation.

Ultimately, the DEPTH audit lays the groundwork for predictable, scalable growth. Establishing a recurring audit cadence—ideally every quarter—allows organizations to detect new bottlenecks as they arise and to adapt to evolving market conditions. As revenue operations mature, DEPTH becomes not merely a one‐time diagnostic, but a guiding framework that drives ongoing optimization, alignment, and accountability across the entire revenue engine.