Useful thinking for businesses that have outgrown guesswork
Frameworks, guides, tools and evidence for leadership teams trying to make revenue operations easier to see, decide and run.
Start here
Begin with the idea that best describes the problem you’re trying to understand.
Start here
Choose the door that fits the problem
You don’t need another pile of content. You need the right starting point for the question your business is asking now.
Start with Drift
Learn where alignment breaks before you change a platform, process or team structure.
ExploreSee how CORE™ works
A simple operating model for translating direction into priorities, measures and work.
ExploreTry Three Answers
Compare what Sales, Marketing and Service think the business is trying to achieve.
ExploreThe library
Four connected ways to think about the work
The subjects are separate enough to browse, but connected enough to describe one operating model: direction, system, evidence and execution.
Drift and alignment
Recognise the distance between what leadership intends and what the business is actually doing.
What drift looks like
The six forms of drift that quietly pull a growing business off course.
Why alignment fails before HubSpot does
Most portals are healthy on paper. The revenue problem is upstream.
Start with a Drift Diagnostic
A structured first step for finding the highest-cost gap in the operating model.
Revenue operations
Connect sales, marketing, service, customer journeys and reporting into one commercial system.
What is revenue operations?
A practical definition of RevOps and when a growing business needs it.
Marketing operations
The remit, measures and operating rhythm behind a useful marketing function.
Service is a revenue function
Why Service and Customer Success sit alongside Sales and Marketing.
HubSpot and CRM
Build the definitions, data and workflows that make a CRM useful to the people running the business.
HubSpot revenue operations
How to use HubSpot as an implementation platform for a wider operating model.
MQL vs SQL
Definitions, ownership and the handoff rule that keeps qualification honest.
Sales pipeline stages
Buyer-action stages, exit criteria and a working HubSpot template.
Evidence and execution
Turn direction into visible work, trusted measures and decisions that survive the week.
The audit that starts every engagement
What we look at before recommending a single change.
The CORE™ workbook
A free private workbook for turning company direction into visible execution.
Reporting your board will read
What to strip out, what to keep and how to make the numbers trusted again.
Latest thinking
Ideas to take into the next leadership conversation
First-party perspective from the Project36 team, grounded in the problems we see inside growing commercial organisations.
The CORE™ model, explained
How one outcome, three priorities and five indicators operate in the real business week.
Governance without the theatre
A light governance model that keeps CRM clean without slowing anyone down.
AEO and the new answer layer
How search is changing and why clear, citable thinking matters to commercial visibility.
Read the latest from Project36
News, commentary and shorter pieces from the Project36 team.
Practical tools
Do the thinking, not just the reading
Private browser tools and practical guides for making the operating model visible. Your workbook data stays in your browser.
Three Answers
A local-only exercise for comparing Sales, Marketing and Service perspectives.
CORE™ workbook
Map direction, mission, objectives, results and tasks without sending data anywhere.
Drift Diagnostic
Start a senior conversation about the gap between commercial intent and operational reality.
Simple CRM reports
A practical guide to reports people can trust and use.
Client evidence
See what the thinking changed
Selected engagements showing how commercial clarity, connected systems and sustained improvement look in practice.
Modulr Finance
A seven-year partnership connecting Salesforce, HubSpot and website operations.
Read the case studyLondon Diamonds
Lifecycle and abandoned-cart work attributed to additional monthly revenue.
Read the case studyArtisan
Behaviour-led product education designed to improve adoption and retention.
Read the case studyFind the useful piece faster
Search across thinking, guides, tools and evidence.
The right reading should lead to a better decision
If the problem is commercially important, we can help you find the gap, agree the direction and make the change real.