Alexandra-Emily
Kokova
I build revenue operations for B2B companies: the CRM under the go-to-market motion, the automation that keeps it accurate, and reporting that holds up when the board pushes back. I design at the organization level, not one team at a time.
- HubSpot Architect
- Remote, worldwide
- English, Bulgarian
- Written-first
About
I have been doing operations work since 2014, and in and around HubSpot for most of it. I have worked both as an in-house expert, owning the systems, and as an outside consultant, rebuilding or designing portals from scratch.
Most of my recent work revolves around regulated financial services and enterprise consulting. Before that, an agency, iGaming, and a global property portfolio. The job was the same in all of them, combining marketing efforts and operational efficiency.
I am exceptionally good at seeing the whole picture. Most operations work gets scoped to one team, then breaks at the seam where the team hands to the next one. I design across sales, marketing, service, customer success, product, and finance together.
I thrive with customers, which is rarer in this discipline than it should be. In my day-to-day, I work with country CEOs, founders, boards, CISOs and separate international teams, from marketing to customer success.
I own the design and the redesign, as well as the thorough onboarding of every single team member. All documented in detail.
- Education
- BA, Public Relations, Marketing and Communications. Sofia University.
- Languages
- English, professional. Bulgarian, native. Russian and Italian, currently studying.
- Working
- Remote, worldwide. European hours. Written-first.
What I do
The system that runs across sales, marketing, service, customer success, product and finance at once. Most operations work gets scoped to one team, then breaks at the seam where that team hands to the next one. Most of what looks like a reporting problem is a handoff nobody owned.
One number every team agreed onNobody owns the shape of the system
The data model mapped to how a company actually sells. Pipeline stages that mean the same thing on a sales call and in a board report. Forecast logic that holds, reporting nobody has to caveat, and CRM migrations that arrive with their history intact.
Lifecycle, scoring that reflects real buying signal, and routing with an SLA so no lead sits in a queue. Campaign operations, attribution I can defend in a meeting, deliverability, and the data hygiene that makes the rest of it true.
708 contacts classified against a real ICPWho owns the lead at each handoff
Stack rationalization, automation, access and permissions, vendor and contract work. Documentation is delivered with the build rather than promised for the end, so the system is never hostage to one person, including me.
Lead qualification that reasons, enrichment, classification, drafting. Built in where it earns its place, logged, with a person in the loop. I am an advocate for automation that gives people their time back, and against the version that gets bought to remove them.
The meeting that files itselfAugment your people, don't replace them
I own the design and the redesign, and the thorough onboarding of every single team member who has to live in the system afterward. All documented in detail. A CRM works when the people in it understand why it is shaped the way it is.
The practice
RevOps XL is the practice: the senior operator a B2B company brings in, embedded and part-time, to own the revenue engine without making a full-time hire. I scope the work and I build it. As it grows, others build alongside me, against the same documentation standard.
I designed and shipped the beta of houred.io out of it, a CRM and revenue system that started from my own needs as a solo operator. It scaled past that, and past me. The site, the automation, the deploy pipeline and the search work behind revopsxl.com are all mine too.
Visit the practice Brands
Work done for, or from inside, these. Some as an employee, some as a vendor, some as a client. The ones I cannot name are not here.
- International Finance Institute
Stack
Laid out the way it actually runs. Pick a node to see what is inside it. The label on each tool is what I can do unsupervised, not what I have logged into once.
Demand and ads Paid and organic acquisition
LinkedIn Ads Hands-on
The channel I have run longest.
- Google Ads Hands-on
- Meta Ads Working
- Brevo Working
Search and behavior Where the traffic comes from
Screaming Frog Hands-on
Technical crawls, cannibalization scans, redirect audits.
- Search Console and Bing Webmaster Hands-on
- SEMrush Hands-on
- Hotjar Working
- Microsoft Clarity Working
Data and enrichment Building the target list
Clay Hands-on
Enrichment waterfalls and list building, wired back into the CRM rather than left sitting in a spreadsheet.
- ZoomInfo Hands-on
Demandbase Hands-on
ABM targeting and intent data.
- LinkedIn Sales Navigator Hands-on
- Apollo.io Working
BuiltWith Working
Technographics, for building a target list from what a company already runs.
CRM The system of record
HubSpot Architect
All hubs. Architecture, admin, the data model, custom objects, workflows, migrations, and training the team that has to run it after I leave.
Certified
- HubSpot Revenue Operations passed 2026
- HubSpot Inbound 2026, valid to 2028
Houred Architect
I built it. A CRM and revenue system for small teams, and the thing my own practice runs on.
Salesforce Sales Cloud Hands-on
Objects, flows, reporting, and the HubSpot-to-Salesforce identity and sync work that decides which record wins.
Revenue Grid Hands-on
Activity capture and pipeline signal. Useful when the question is what the sales team actually did, not what they remembered to log.
- Pipedrive Working
Automation and AI Keeping it running
n8n Architect
My primary orchestration layer, self-hosted and cloud. Multi-workflow systems running in production, not demos.
AI-to-CRM orchestration Architect
Lead qualification that reasons, enrichment, and data governance. Every action logged, and a person in the loop wherever a wrong call costs something.
Claude Hands-on
The model I reach for in production workflows: qualification, enrichment, classification, drafting.
OpenAI and Gemini models Hands-on
Model picked per job, and weighed against what it costs to run.
Wippy Hands-on
Agentic AI runtime for workflows running inside Salesforce and other SaaS applications.
REST APIs and webhooks Hands-on
The fallback when no connector exists, which is more often than the vendors suggest.
- Make.com Working
- Zapier Working
Analytics Numbers you can defend
Power BI Hands-on
Revenue reporting from first touch to closed won, and the board dashboards sitting on top of it.
SQL and PostgreSQL Hands-on
Querying the warehouse directly when the dashboard will not answer the question.
Python Hands-on
Scrapers, data pipelines, reporting jobs, and one-off migrations.
- GA4 Hands-on
- Google Tag Manager Hands-on
- Looker Studio Hands-on
HockeyStack Working
B2B attribution and journey analytics, for the deals that never touch a form.
- Tableau Working
Delivery How the work is tracked
Jira Hands-on
Reporting and dashboards, and the ticket hygiene that feeds them.
- ClickUp Working
- Wrike Working
- Architect: design it, administer it, own it in production
- Hands-on: build and run it inside client work
- Working: used it on real projects, not my primary
- The tools marked + open.
For agencies
Agencies subcontract revenue operations builds to me, and the arrangement is deliberately dull. White-label under your name, or named on the project. Either way the client relationship stays yours, during and after, and an NDA is standard.
Written scope, agreed before anything starts, priced fixed or hourly. I scope the work and build it myself. The build comes back documented, so your team can carry it afterward. HubSpot across all hubs, Salesforce Sales Cloud hands-on, and the migration, lifecycle, attribution and automation work underneath.
Tell me what the project is. My first reply says whether it is mine to build.
Writing
| Piece | Topic | Published |
|---|---|---|
| Your sales team will not use the CRM, and what that is telling you | CRM adoption | Aug 2026 |
| The buying committee your attribution cannot see | Attribution | Aug 2026 |
| The dark funnel: why B2B deals look like they came from nowhere | Attribution | Aug 2026 |
| Spreadsheet to CRM: why the switch hurts when the software looks simple | CRM migration | Aug 2026 |
| Multi-touch attribution: a CEO's guide to when it pays off | Attribution | Jul 2026 |
| TAM, SAM, SOM: what they mean and how to calculate them | Market sizing | Jul 2026 |
Off the clock
I read plenty. What I keep coming back to is dystopian fiction, the classics and cozy crime novels. Huge Kurt Vonnegut fan, perhaps the biggest you will meet.
Trained in fine arts, mostly graphics. I enjoy research and I practice it both for work and for pleasure. I often write long-form essays under an anonymous handle on Substack to reflect that research.
I enjoy spending time outside, traveling, preferably closer to nature and animals. A foodie. When I travel I do my best to book a Michelin experience to commemorate the trip, and treat my loved ones if I am not solo.
Contact
Written-first. An inquiry, a scope and a decision can all run without a call.
- in/alexkokova
- The practice
- RevOps XL
