The first 30 days
We define renewal and expansion stages, add segment and department fields and build reporting by fiscal cycle.
RevOps and marketing attribution for edtech companies
In short
PlanConversion, a Montreal-based B2B demand and revenue generation agency, runs RevOps and marketing attribution for edtech companies. Education deals often renew on fixed cycles and expand by department.
We track renewals, expansions and segments so pipeline reporting reflects how institutions buy. Programs are measured on pipeline and revenue reporting leadership and finance accept.
Last updated
Trusted by enterprise B2B teams
Founder’s in-house leadership as Director of Revenue Growth
Our point of view
What works in educational technology
Education deals often renew on fixed cycles and expand by department. We track renewals, expansions and segments so pipeline reporting reflects how institutions buy. Where purchases go through a district, a university system or a consortium, we record the contracting body and the department that uses the product on the same opportunity, so marketing gets credit for both.
Avoid this
The most common mistake
Not tracking renewals and departmental expansion separately, so growth from existing institutions is mixed with new business.
Plays
What we run for educational technology teams
Renewal and expansion stages
Separated from new business.
Department structure
Parent and department records.
Cycle-aware forecasting
Pipeline tied to budget windows.
The first month
How we start
Leading indicator to watch
Renewal and expansion pipeline by segment and cycle.
How the program runs
An engagement starts with an audit of the CRM, forms, tracking and reports, then stage definitions agreed with sales and finance. Fixes are made in your own systems, documented and handed to your team. The full RevOps service page lists every deliverable.
Who we reach
The buying committee
- Academic and administrative leaders
- CIO and IT
- Learning and development leaders
- Procurement and finance
Seasonal budget windows
Demand clusters around fiscal and academic calendars, so timing decides results.
Mixed audiences
Educators, administrators and IT each need different messages.
Evidence expectations
Buyers want outcomes and references before they commit.
Official Demandbase partner
Demandbase programsWe implement and run Demandbase for enterprise ABM
As an official Demandbase partner we operate the platform end to end, connect it to your CRM and report on pipeline, not impressions.
Proof
Results from comparable programs
Anonymized / Enterprise software42% more qualified pipeline in six months for an enterprise software company42%lift in qualified pipeline within 6 months$40M+pipeline influenced by the engagement3xSQL volume from paid channelsRead the case study →KNIME / Data analytics softwareKNIME case study: 51% lower cost per lead with paid media accountable to pipeline51%lower cost per lead, with lead volume holding steady9 in 10leads meeting the client quality standard, verified in the CRM77%of qualified search leads from purpose-built landing pagesRead the case study →Worked example / Enterprise B2B technologyFrom paid spend to revenue: $600K of media, $7.2M of attributed pipeline12:1pipeline-to-spend$7.2Mmarketing-sourced pipeline attributed through to the CRM$1.9Mclosed-won revenue in period, fully attributedRead the case study →
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Recommendations
What senior leaders say about our founder, Hojabr Sattari
Recommendations for our founder, written by executives, peers and team members on LinkedIn. Read all 14 recommendations
Babak VarjavandiCEOManaged Hojabr directlyI am delighted to recommend Hojabr, who I worked with when he was our Sr. Manager of Marketing. Because of him we had a remarkable increase in our web presence, thanks to his expertise in digital marketing. As the CEO, I’ve closely observed Hojabr’s positive impact on our team. He encourages creativity and innovation, making him not only a great leader but also a catalyst for our success.
Amanda MillerGlobal Revenue Marketing Executive and Growth StrategistManaged Hojabr directlyWorking with Hojabr has been nothing short of inspiring. As Director of Digital Strategy & Experience, he has revolutionized our digital presence, transforming our website into a customer-centric, high-performing platform that delivers measurable business impact. Hojabr’s no-nonsense approach, combined with his relentless drive to achieve results, sets him apart as a true leader who gets things done, fast and effectively. His ability to tackle complex challenges, like integrating SEO in-house and resolving large-scale technical issues, reflects his strategic mindset and unwavering commitment to excellence.
What truly makes Hojabr exceptional is his leadership. He has not only elevated his own team, unlocking potential and delivering performance I’ve never seen before, but has also mentored across the marketing organization, raising the bar for everyone he works with. His sharp focus on delivering value, both from internal teams and external agencies, ensures that every dollar spent drives meaningful outcomes. Hojabr’s cross-functional collaboration and experimental, data-driven approach are driving results that impact the entire company, and his work is a cornerstone of our digital and revenue success.
If you’re looking for someone who combines vision, execution, and the ability to lead others to greatness, Hojabr is the person you want on your team. I’m proud to work alongside him and excited to see the incredible impact he will continue to make.
Recommendations written on LinkedIn about our founder, Hojabr Sattari, mostly from his previous in-house leadership roles. Lightly edited for punctuation and to remove company names. Titles are each person’s current LinkedIn headline. They describe Hojabr’s work, not specific PlanConversion client engagements. View on LinkedIn
Keep exploring
Related pages
ServiceThe full RevOps serviceScope, deliverables, pricing and how the program runs.IndustryOverview: Educational technologyBuyers, channels and compliance notes for this industry.BenchmarkB2B buying journey benchmarksSourced 2026 figures and what we would do about them.By cityRevOps in BostonRevOps agency in Boston: lifecycle stages, CRM hygiene, source tracking and marketing attribution that leadership and finance accept, built in your own CRM.By cityRevOps in TorontoRevOps agency in Toronto: lifecycle stages, CRM hygiene, source tracking and marketing attribution that leadership and finance accept, built in your own CRM.By cityRevOps in AustinRevOps agency in Austin: lifecycle stages, CRM hygiene, source tracking and marketing attribution that leadership and finance accept, built in your own CRM.Same industryABM for educational technologyABM for edtech companies: institution or employer tiers and budget-cycle timing, measured on engaged accounts, meetings, opportunities and pipeline by account.Same industryGoogle Ads for educational technologyGoogle Ads for edtech companies: institutional intent, student and free exclusions, qualified pipeline bidding, measured on qualified leads, opportunities and pipeline value from the CRM.Same industryLinkedIn Ads for educational technologyLinkedIn Ads for edtech companies: role and organization targeting and outcome content, measured on engaged accounts, meetings and pipeline.
Other industries industrial technology and manufacturing · data and analytics software · enterprise SaaS · financial technology · healthcare technology · logistics and distribution · cybersecurity · AI and machine learning · marketing technology and analytics
FAQ
RevOps for educational technology
What does RevOps for edtech companies involve?
Education deals often renew on fixed cycles and expand by department. We track renewals, expansions and segments so pipeline reporting reflects how institutions buy. The core plays are renewal and expansion stages, department structure, cycle-aware forecasting.
Who do you reach with RevOps in edtech?
The roles that shape the decision: academic and administrative leaders, CIO and IT, learning and development leaders, procurement and finance.
What is the most common RevOps mistake in edtech?
Not tracking renewals and departmental expansion separately, so growth from existing institutions is mixed with new business.
How is RevOps for edtech measured?
On pipeline and revenue reporting leadership and finance accept, reported from your CRM. The leading indicator we watch first: renewal and expansion pipeline by segment and cycle.
How much does RevOps for edtech companies cost?
At PlanConversion, RevOps programs are scoped to your accounts, goals and budget after a free 30-minute pipeline plan, and confirmed in your proposal. When a program includes paid media, management is 15% of monthly ad spend up to $50K, 12% from $50K to $200K and 10% above $200K, with no media markup.