How Do I Align Lead Definitions Across Teams?
Publish a shared glossary, formal entry/exit criteria, and routing SLAs—then run a simple cadence to enforce them across Marketing, Sales, and CS.
The fastest path is to create a one-page GTM Glossary with clear definitions for Lead, MQL, SAL, SQL, and Recycle; attach evidence-based entry/exit criteria; set routing SLAs with alerts; and adopt a weekly operating review. Maintain the glossary in your CRM/MAP as a data contract so reporting and handoffs stay consistent.
Shared Lead Glossary (Evidence Required)
| Term | Definition | Evidence to qualify (entry) | Exit condition |
|---|---|---|---|
| Lead | New person record with consent + minimal fields | Valid email, region, source, buying role | Routed or enriched within SLA |
| MQL | Meets scoring and ICP fit thresholds | Score ≥ X, ICP A/B, intent or high-value action | Accepted (SAL) or recycled with reason |
| SAL | Sales acknowledges ownership within SLA | Assigned owner + first touch logged | Qualified (SQL) or disqualified with code |
| SQL | Confirmed need, budget, authority, timing | Discovery notes + stage change to New Opp | Opportunity created or recycled |
| Recycle | Not ready now; nurture or future outreach | Reason code (timing, fit, no response) | Requalified to MQL/SAL |
Routing & SLA Standards
| Step | Who | SLA/SLO | Definition of done | Alert/Kill-switch |
|---|---|---|---|---|
| Capture → Route | MAP/CRM automation | ≤ 5 minutes | Queued to right territory/queue | Routing error → RevOps queue |
| Route → First Touch | SDR/Owner | ≤ 1 business hour | Call/email logged with template | Escalate to manager at breach |
| First Touch → SAL | SDR | ≤ 1 business day | Owner accepts in CRM | Unaccepted queue report |
| SAL → SQL | AE | ≤ 5 business days | Discovery criteria met; opp opened | Aging alerts at p75 |
Who Owns What (RACI)
| Workstream | R | A | C | I |
|---|---|---|---|---|
| Glossary & data contract | RevOps | CRO | Marketing/Sales/CS Leaders | Finance, IT |
| Scoring & ICP rules | Marketing Ops | CMO | Sales Ops, Product | SDR managers |
| Routing & SLAs | Sales Ops | CRO | RevOps, SDR | Marketing |
| Reporting & audits | Analytics | RevOps Lead | Finance | GTM teams |
Operating Rhythm (Make It Stick)
| Cadence | Focus | Output | Owner |
|---|---|---|---|
| Weekly | MQL→SAL, SAL→SQL, SLA breaches | Actions on the largest constraint | RevOps + GTM leaders |
| Monthly | Glossary tweaks; score threshold review | Change log + enablement | RevOps/Enablement |
| Quarterly | ICP refresh, territory & coverage | Updated rules & targets | CRO/CMO/Finance |
60–90 Day Alignment Rollout
| Step | What to do | Output | Owner | Timeframe |
|---|---|---|---|---|
| 1 — Inventory | Audit current definitions, fields, and SLAs | Gap list + draft glossary | RevOps | Week 1 |
| 2 — Decide | Finalize glossary + entry/exit criteria | Signed GTM Glossary v1 | CRO/CMO | Week 2 |
| 3 — Configure | Update CRM/MAP fields, scoring, routing | Live rules + audit logs | MOPs/Sales Ops | Weeks 3–5 |
| 4 — Enable | Train SDR/AE; publish playbooks | Certification + templates | Enablement | Weeks 6–7 |
| 5 — Operate | Start weekly review + breach alerts | Actions + lift vs baseline | RevOps + Managers | Weeks 8–13 |
Frequently Asked Questions
Do we need attribution in the first pass?
No. Align the glossary, scoring thresholds, routing, and SLAs first. Add attribution once handoffs are consistent.
How many MQL criteria are ideal?
Keep it simple: ICP fit + intent/engagement score + consent. More rules reduce speed and clarity.
What if Sales rejects many MQLs?
Audit top rejection reasons, tighten ICP and scoring, and add a “Recycle with reason” flow so nurture can re-qualify.
Where should the glossary live?
In your data contract and CRM help text, mirrored in playbooks and dashboards to keep definitions visible where work happens.
Who approves changes to definitions?
RevOps proposes, CRO/CMO approve, and Finance validates reporting impact before changes ship.
Get in touch with a revenue marketing expert.
Contact us or schedule time with a consultant to explore partnering with The Pedowitz Group.