Organizations become more effective when leadership, people, processes, data, and technology work together. Erickson360 explores the principles, frameworks, and disciplines that help leaders design organizations capable of consistent execution, better decisions, and sustainable performance.
About Erickson360
Building Better Revenue Systems
Organizations rarely struggle because of one isolated problem. Sales, marketing, operations, customer relationships, data, processes, and technology are interconnected. When those parts fall out of alignment, the effects appear throughout the revenue lifecycle.
I’m Mike Erickson, founder of Erickson360. I help established B2B organizations identify operational friction, improve visibility, strengthen processes, and better connect the people, data, and technology behind revenue.
For organizations that need ongoing Revenue Operations leadership without adding a full-time senior RevOps executive, I provide fractional Revenue Operations leadership.
How I Got Here
My career has consistently placed me inside environments where people, processes, information, and technology have to work together.
I spent ten years in the United States Air Force, where disciplined processes, clear responsibilities, reliable information, and accountability were fundamental to getting complex work done correctly. My subsequent experience across business, real estate, mortgage and financial services increasingly moved toward process improvement, technology, customer relationships, and operational systems.
Today, my professional work centers on Revenue Operations: CRM administration, workflow design, automation, analytics, reporting, sales enablement, governance, technology implementation, and the processes connecting teams throughout the customer lifecycle.
That progression led to Erickson360 and a broader question:
How can organizations build revenue systems that make it easier for people to do good work, leaders to make informed decisions, and customers to experience one coordinated organization?
How I See Revenue Operations
The visible problem is rarely the whole problem.
A CRM adoption problem may actually be a process problem. An unreliable report may begin with inconsistent definitions. A pipeline problem may be rooted in qualification or ownership. A poor customer handoff may expose organizational boundaries the customer should never have to experience.
Buying another piece of technology does not solve those problems by itself.
Revenue Operations provides a way to look across departments, systems, and individual symptoms to understand how the revenue operation works as a whole.
I approach that work through four interconnected dimensions:
People
The right roles, responsibilities, ownership, and accountability.
Process
Clear, repeatable processes that help relationships progress and teams work together.
Data
Accurate, connected, actionable information that leaders can trust.
Technology
Systems that enable people and processes rather than dictate them.
Technology matters. But it works best when it supports a clearly defined operating model.
Revenue Is a Lifecycle
Revenue does not begin when an opportunity enters a sales pipeline, and it does not end when a contract is signed.
Erickson360 uses a 13-stage B2B Revenue Lifecycle to examine how a relationship progresses from initial identification through acquisition, implementation, adoption, value realization, established partnership, advocacy, and expansion.
Lead → Deal → Client ↻ Expansion
The lifecycle creates a common way to ask:
- Where is the relationship today?
- What must happen for it to progress?
- Who owns that progress?
- What information should be captured?
- What should leadership be able to see?
- Where is friction preventing progress?
Each stage can then be examined through People, Process, Data, and Technology.
This creates a practical framework for looking beyond individual departments and understanding the complete revenue system.
How Erickson360 Works
Diagnose. Prioritize. Improve. Govern.
Diagnose
Understand how the revenue operation actually works and identify friction across the lifecycle.
Prioritize
Separate symptoms from underlying problems and focus on issues with meaningful business impact.
Improve
Align people, processes, data, and technology around a clearer operating model.
Govern
Establish visibility, accountability, measurement, and operating discipline so improvements can be maintained.
The objective is not complexity. It is a revenue operation that is easier to understand, easier to manage, and better equipped to support growth.
Experience & Technology
Technology is an important part of Revenue Operations, but it is not the starting point.
My experience includes CRM administration, workflow automation, analytics and reporting, process design, sales enablement, data governance, collaboration systems, and technology implementation.
I work across platforms including HubSpot, Power BI, Power Automate, SharePoint, Teams, and Microsoft 365.
The technology may change. The objective remains the same: build systems that support the way the organization needs to operate.
Beyond Revenue Operations
I’m based in Tucson, Arizona, where I’ve lived since 1992. Before entering the business world, I served ten years in the United States Air Force.
Outside of professional work, much of my time is devoted to family, church, teaching, and serving my community.
My educational background includes a Master of Arts in Education with an emphasis in Adult Education and Distance Learning and a Bachelor of Science in Business and Information Systems.
What’s Getting in the Way of Revenue?
You don’t need to know whether the underlying problem is sales, process, data, CRM, reporting, handoffs, ownership, or something else.