The definitive guide to RevOps in the 21st century
2026.03.14
A philosophical and practical case for shifting from reactive workflow-building to intentional CRM system design. David introduces design thinking as the underlying methodology and the Waterfall Principle as the first architectural framework.
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By David Askvig
How design thinking produces revenue systems that last
Some things you encounter in the world and you immediately know that someone thought deeply before they built it. You can feel it.
It could be a mechanical watch. Pull back the case and you see hundreds of components working in concert, each one placed with extraordinary precision. It could be a bridge spanning a canyon, carrying loads that would seem impossible if you didn't understand the engineering underneath. In both cases, the design serves two purposes at once: it makes the thing beautiful, and it makes it actually work.
Here's the question I want to ask you: Is that how you feel when you look at your CRM?
2026.03.06
I’ve spent the last ten years building, breaking, and rebuilding revenue systems across more than thirty companies. And the thing I keep running into, the pattern that won’t stop repeating itself, is this: it’s not one sales funnel. It’s funnels all the way down.
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By Andrew Henke
There’s an old philosophical story, usually attributed to Bertrand Russell. A scientist finishes a lecture on how the earth orbits the sun. An elderly woman approaches him afterward and says: “That’s all very nice, young man, but the earth actually rests on the back of a giant turtle.”
The scientist smiles. “And what does the turtle stand on?”
“Another turtle,” she says.
“And that turtle?”
She waves him off. “You’re very clever, young man. But it’s turtles all the way down.”
2025.12.18
When we founded Levver, we weren't just choosing a clever name. We were choosing a mental model—a way of understanding what we actually do for clients and why it works.
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By Andrew Henke
"Give me a lever long enough and a fulcrum on which to place it, and I shall move the world."
— Archimedes of Syracuse, c. 287–212 BC
Twenty-three centuries ago, a mathematician in Syracuse articulated something that builders, farmers, and craftsmen had known intuitively for millennia: with the right tool and the right positioning, a small force can move an immense weight.
2025.12.18
RevOps is operationalizing revenue growth across a business.
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By Andrew Henke
Most definitions of Revenue Operations focus on alignment between sales and marketing. That's part of it but it's a small part.
Here's our definition:
RevOps is operationalizing revenue growth across a business.
That word—operationalize—does a lot of work. It means turning abstract concepts into observable, measurable phenomena. Taking an idea like "we need to grow revenue" and making it real: designed, built, measured, improved.
And the key phrase is across a business. Not just in sales. Not just in marketing. Everywhere the revenue cycle touches.
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Conserve energy, magnify force