--- title: Royce Rowan | RevOps, HubSpot & AI Automation description: Royce Rowan builds HubSpot revenue systems and the AI agents that run them, with every workflow documented in AI-ready runbooks your team can execute. --- [RRRoyce Rowan](https://roycerowan.com#top) [Services](https://roycerowan.com#services) [AI-ready](https://roycerowan.com#ai-ready) [RevOps Lab](https://roycerowan.com#revops-lab) [About](https://roycerowan.com#about) [Testimonials](https://roycerowan.com#testimonials) [Book a call](https://roycerowan.com#contact) **NEW**AI agents for HubSpot teams # I build revenue systems and the *AI that runs them.* I'm Royce, a RevOps leader and HubSpot specialist. I design clean CRM foundations, connect your stack and build AI agents that take on the busywork. Every system ships with AI-ready documentation, so your team, or your next AI agent, can run it long after launch. [Book an intro call →](https://roycerowan.com#contact) [See how it works](https://roycerowan.com#ai-ready) RevOps at the NSLS Client projects through [RevOps Lab](https://roycerowan.com#revops-lab) ![Royce Rowan](https://roycerowan.com/hs-fs/hubfs/Royce.jpg?width=512&height=640&name=Royce.jpg) Pipeline agent ● running ✓New lead enriched and routed to the right owner ✓Call summary logged to the deal ✓Follow-up drafted for review HubSpot Sprocketeer 3× HubSpot Academy certified AI agents & automation Pavilion member MoPros Ambassador What I build ## Clean systems first. Then AI that makes them fly. AI is only as good as the data and processes underneath it. I build both: a HubSpot foundation your team trusts, and the AI agents that put it to work. AI agents ### Custom AI bots for your revenue team Agents that work inside your tools, with a human in the loop where it matters. - Triage inboxes and draft replies - Enrich, score and route new leads - Summarize calls and update the CRM - Send daily briefs, alerts and weekly reviews AI-ready documentation ### Every system backed by AI.md runbooks Each workflow, property and integration is documented in clean markdown that people can read and AI agents can execute, so nothing lives only in someone's head. - Runbooks an AI agent can follow step by step - Easy to audit, update and hand off - Future-proof as AI tools evolve ### HubSpot implementation & migration New portal or messy one, set up right: objects, pipelines, permissions and a clean move from your old system. ### Clean data, ready for AI A clear data model plus deduping, enrichment and guardrails, the foundation every AI use case depends on. ### Integrations & automation Connect HubSpot to the rest of your stack and automate routing, handoffs and the steps in between. ### Lifecycle & reporting Lifecycle stages, SLAs and dashboards built on definitions everyone agrees on, so leadership trusts the numbers. ### Fractional RevOps Ongoing ops leadership without a full-time hire: roadmap, admin, AI adoption and a steady hand on your systems. AI-ready by default ## Systems that outlast any one person, or any one tool. Most CRMs run on tribal knowledge. When the admin leaves, the logic leaves with them. I document everything I build as AI.md runbooks: plain markdown files that explain what each system does, why, and exactly how to run it. 1 ### Readable by people Anyone on your team can understand how a workflow works without reverse-engineering it. 2 ### Runnable by AI agents Hand a runbook to an AI agent and it can follow the steps, check the guardrails and do the work. 3 ### Ready for what's next Your playbooks stay portable and versioned, so you can plug them into tomorrow's AI tools. lead-routing.AI.md ``` # Lead routing ## Purpose Get every new inbound lead to the right owner fast, with complete data. ## Trigger Contact created · lifecycle stage = Lead ## Steps 1. Enrich company size, industry, region 2. Match territory rules → assign owner 3. Create follow-up task due today 4. Notify the owner in Slack ## Guardrails - Never overwrite an existing owner - Flag missing email for human review ## Status ✓ automated · documented ``` RevOps Lab ## Work with me through RevOps Lab. RevOps Lab is my consulting practice for growing B2B teams. Every engagement is scoped to your goals and stack, and you work directly with me. Book a call and you'll get a clear plan and quote. Start here ### AI-Readiness Audit A deep look at your HubSpot portal, data and processes, with a prioritized roadmap of fixes and AI opportunities. - Portal and data health review - Process and handoff mapping - Prioritized roadmap and AI use cases [Book an audit](https://roycerowan.com#contact) Focused project ### Build Sprint A focused project to implement, clean up or automate, from a HubSpot rollout to your first AI agent. - Implementation, migration or cleanup - Workflows, integrations and AI agents - AI.md runbooks and team training [Plan a sprint](https://roycerowan.com#contact) Ongoing ### Fractional RevOps A monthly partnership for teams that want senior RevOps and AI expertise without a full-time hire. - Roadmap and priorities - Admin, fixes and new builds - Ongoing AI adoption [Talk retainers](https://roycerowan.com#contact) How I work ## Fix the root cause, then hand you something you can own. Step 1 ### Audit I dig into your stack, data and processes to find where things break and where AI can actually help. Step 2 ### Build I design and implement the systems and AI agents, built as long-term processes, not short-term fixes. Step 3 ### Document & enable Everything ships with AI.md runbooks, and I train your team so they can run it, with or without me. About me ## An ops brain with a builder's mindset. Like a lot of RevOps people, I fell into it. As a co-founder of [Portfolium](https://en.wikipedia.org/wiki/Portfolium), I wore every hat, and most of them came down to one thing: solving problems so my teammates could move faster. My coworkers called my fixes "Royce hacks." I worked hand in hand with marketing, sales and customer success on territories and lead routing, campaign tracking, enrichment, integrations and data integrity. That's where I learned how much team alignment depends on the systems underneath it. Today I run Revenue Operations at the National Society of Leadership and Success and take on select client projects through [RevOps Lab](https://roycerowan.com#revops-lab). I've also hosted a virtual [RevOps mastermind](https://www.certifiedmastery.com/revenue-operations-mastermind) with Certified Mastery. Lately I'm building AI agents into everything I touch, because the teams that pair clean systems with AI are the ones that will move fastest. I'm based in San Diego with Rio, my dog-like cat. My RevOps brain rarely shuts off. The one exception is out in the water, surfing with friends. ### Focus HubSpotAI agentsAutomationData qualityReporting ### Top strengths MaximizerCommunicationLearnerAdaptabilityConnectedness ### Certifications - Revenue OperationsHubSpot Academy - Service Hub SoftwareHubSpot Academy - Content MarketingHubSpot Academy ### Communities - HubSpot Sprocketeer - MoPros Ambassador - Pavilion Member Kind words "You are hands down my most savvy customer." ![Kate Horne](https://roycerowan.com/hubfs/Imported%20sitepage%20images/1547577474074.jpeg) **Kate Horne**Principal Customer Success Manager, Strategic Accounts · HubSpot "This guy is the HubSpot Master... His ability to create strategic thinking about why we were asking something or what the problem we were trying to solve for made us ensure we weren't building a short-term fix but rather an evergreen process that will withstand the changes of time." ![Erica Phelps](https://roycerowan.com/hubfs/Imported%20sitepage%20images/1516558790668.jpeg) **Erica Phelps**Senior Director, Account Management · Culture "Royce is a creative and resourceful problem solver. He constantly strives to streamline processes and workflows, making everyone around him more productive... He's built the infrastructure that allows for the successful launch of our software to millions of students." ![Adam Markowitz](https://roycerowan.com/hubfs/Imported%20sitepage%20images/1609283120787.jpeg) **Adam Markowitz**Co-Founder & CEO · Drata "Royce puts 150% into every project, fix, bug, BRD, etc that comes his way... Regardless of how full his plate is, you can always expect him to focus on what's in front of him and get the job done." ![Ashleigh Smith](https://roycerowan.com/hubfs/Imported%20sitepage%20images/1533927211910.jpg) **Ashleigh Smith**Director of Program Development · NSLS Featured ## Listen: Episode 6 with Royce Rowan Catch my guest appearance on the podcast. Contact ## Let's build something that runs itself. Need a HubSpot cleanup, an AI agent for your team, or a second set of eyes on your systems? Grab a time or send a note and I'll get back to you quickly. [LinkedIn /in/roycerowan →](https://www.linkedin.com/in/roycerowan/) [Email revopslaboratory@gmail.com →](mailto:revopslaboratory@gmail.com) [Resume Google Doc →](https://docs.google.com/document/d/1leZMzuhiRphyC2YUvJntRtIctfLshCoxGZ9Y9E22xbQ/edit?usp=sharing) [Instagram @roycerowan →](https://www.instagram.com/roycerowan/) Book a call Send a message © 2026 Royce Rowan · RevOps Lab · San Diego, CA [LinkedIn](https://www.linkedin.com/in/roycerowan/) · [Instagram](https://www.instagram.com/roycerowan/) · [RevOps Lab](https://roycerowan.com#revops-lab)