About Bradley de Wet
15 Years Building Revenue Systems From the Inside
I was not a consultant who walked in with a framework. I was the operator who built the sales process, rebuilt the onboarding system, and launched the premium service from scratch. These are the stories that became my methodology.
15
Years in RevOps
25+
Businesses Served
3
In-Seat Operator Roles
Everything I teach, I have already done
Before I started coaching founders on revenue systems, I spent several years as an operator inside a single VC-backed startup, moving through sales, customer onboarding, and premium services. The three stories below are where my methodology was built. The numbers are real. The lessons are what I now bring to every client engagement.
Inside Sales AE, Contactually
I doubled my conversion rate by questioning the demo that nobody questioned
2x
Conversion rate
$318K
Churn-adjusted ARR
~1.5
Avg calls to close
Contactually was a VC-backed CRM startup in DC. I was doing 30-minute screen-share demos all day, every day. The standard process was 3 to 4 calls spread across a 3-week free trial. Nobody had ever stopped to ask whether it actually needed to take that long.
So I started testing. I built demo accounts customized for each persona I was selling to. If I was talking to a real estate agent, the demo account looked like a real estate agent's account, with email templates and workflows built around their specific pain points. Not a generic product tour. Their world, reflected back to them.
Then I added an offer at the end of every demo: sign up for an annual plan today and I will copy everything you just saw into your account by tomorrow morning. A lot of people said yes.
I doubled my conversion rate and closed $318,000 in churn-adjusted ARR. The sales cycle dropped from 3 to 4 calls down to about 1.5. I taught the technique to the rest of the team and the company shortened the trial period from 3 weeks to 2 weeks based on what we found.
Every sales process has hidden leverage sitting inside it. Somebody just needs to look at it with fresh eyes and be willing to test something different.
Customer Onboarding Manager, Contactually
I saved a million dollars in churned revenue by building what did not exist
~$1M
ARR saved from churn
50%
90-day churn reduction
+$720
LTV per customer
When I moved from sales to customer onboarding, I discovered that nobody had a structured process for what happened after a customer paid. There was no activation framework. No milestones. No data on who was actually using the product. Customers were signing up, getting confused, and canceling within 90 days, and no one had any visibility into why.
I started with brute force. I ran 2-call onboarding sessions with a subset of new customers. I tracked everything. The data showed the customers I was talking to were churning at a significantly lower rate than the ones I was not.
From that I built a hypothesis: there were 4 specific things a customer needed to accomplish to reach their first real moment of value. I called it the activation funnel. I oriented every onboarding call around getting people through those 4 gates, and the numbers confirmed it was working.
I hired and trained a team of 3. Tested outsourcing the calls to cut costs, then shut that down when I saw what robotic, checklist-following reps did to customer relationships. Pivoted to live webinars, then eventually automated webinars that ran as if they were live.
By the time the system was fully built, it had saved the company roughly $1 million in churned annual recurring revenue across 6 quarters. That result contributed directly to the company's Series A valuation.
Start manual. Measure what works. Systematize it. Then scale it. You do not need a massive team. You need the right system.
Program Manager, Premium Services, Contactually
I built a premium coaching service from scratch and priced it at 8 times the standard rate
$288K
ARR
40+
Coaching customers
8x
Price premium
After proving I could fix sales processes and rebuild onboarding from the ground up, the company asked me to do something new: create a premium done-with-you coaching service and take it to market.
Our enterprise clients were real estate brokerages who bought the software for their agents. The agents needed help actually using it. So I created a coaching program: weekly calls with a success manager who would set up advanced automations in their account and teach them how to use them.
I priced it at 8 times the standard subscription rate. Eight times.
I sold it through educational webinars where I would show the most advanced setups, things like automated open house follow-up sequences, and close with a simple offer: spend the next month figuring this out yourself, or let us do it with you.
We reached $288,000 in annual recurring revenue. I hired and trained 2 additional team members to deliver the coaching alongside me. The model worked.
The service I offer today is not a theory. I have built and delivered this exact model before. The difference is now I apply it to what I am best at: revenue operations.
The reason behind the company
The playbooks I used at venture-backed companies should not be locked behind a $200,000 executive hire
My dad ran a small computer consulting business when I was growing up. I watched what it takes to be the person who is responsible for everything: the sales, the delivery, the operations, the people. I believe small business owners are the lifeblood of this economy.
After my time at Contactually, I spent four years as a fractional operator, running revenue operations for more than 10 companies at a time. I also started my own company, ran it for three years, and shut it down. I have sat in every one of these seats.
What I saw over and over: founders between $3M and $15M running on gut feel and spreadsheets, while larger competitors had entire teams dedicated to the systems that drive predictable growth. The gap was not talent or effort. It was access to operational infrastructure.
I started Modern BizOps to close that gap. The same revenue operations playbooks that power high-growth startups, rebuilt for companies your size, delivered with your team doing the implementation so the results stick after I am gone.
What people say
“Working with Bradley was a genuinely great experience. He quickly became a trusted partner and brought much-needed clarity and structure to our marketing and operations.”
“Bradley checks all the boxes. His greatest strengths fall outside the standard roles and responsibilities.”
I am not for everyone. Here is who I am for.
If you want someone to just do it for you and hand you a binder, I am not your person. If you are looking for a magic tool or a quick fix, this is not it.
This works for founders and operators who are willing to roll up their sleeves and do the work alongside me. Because that is how your team actually learns the skills. That is how the results stick after I am gone.
I am not going to build something you become dependent on me to maintain. I am going to teach you and your team how to build it yourselves, with my guidance, my methodology, and a diagnostic platform that connects to your actual business data and shows us exactly where to focus.
Ready to talk about your revenue engine?
A free 45-minute discovery call. We look at where your business is, where you want it to be, and whether I can help you get there. No pitch. An honest conversation.
45 minutes · No obligation · HubSpot Solutions Partner