When Should Leads Be Passed From Marketing to Sales?
Align on a shared MQL→SAL definition: pass when Fit + Intent + Recency meet agreed thresholds—or when an explicit raise-hand event occurs—and enforce SLAs with routing and feedback loops.
Pass a lead to sales when it hits your MQL threshold—a blend of Fit (ICP tier, role, company size), Intent (high-value actions like demo/pricing), and Recency (fresh engagement)—or triggers an explicit hand-raise (demo request, chat to sales, contact sales). Use HubSpot to set a Score/Priority property, create Active Lists for MQLs, auto-assign owners, and start a speed-to-lead SLA (e.g., 5–15 minutes). If sales rejects, capture a disposition reason and recycle with a tailored nurture.
Handoff Signals That Matter
Operationalizing the MQL → SAL → SQL Flow
Set an MQL threshold (e.g., Score ≥80 with ICP Tier 1–2 or any demo request). Create Active Lists that enroll MQLs into routing workflows: assign owner by territory/round-robin, create a task, send Slack/email alert, and launch a sequence. Define SAL (Sales Accepted Lead) as contacted + working within the SLA window, and SQL when need + authority + next step are confirmed.
Protect reps’ time with suppression (Risk), cool-down logic (recent outreach), and recycle paths (reason codes drive nurture tracks). Close the loop with a dashboard that compares MQL→SAL, SAL→SQL, and SQL→Opp by source, segment, and rep.
14-Day Handoff Alignment Sprint (HubSpot)
- Days 1–2: Draft MQL, SAL, SQL definitions with sales. Choose Score inputs (Fit/Intent/Recency) and weights.
- Days 3–4: Build Score/Priority property + thresholds; add Risk rules. Document SLA (e.g., 10 min first-touch, 3 attempts/2 days).
- Days 5–7: Create Active Lists (MQL, SAL, Recycle) and routing workflows: owner assignment, tasks, alerts, sequences, SLA timers.
- Days 8–10: Add Disposition reasons (Accept, Reject—No Fit/No Timing/No Budget). Auto-recycle to nurture based on reason.
- Days 11–14: Stand up dashboards: Speed-to-Lead, MQL→SAL, SAL→SQL, Opps by band/source. Review weekly and tune thresholds.
Frequently Asked Questions
Make Your Handoff Fast, Fair, and Measurable
We’ll codify MQL/SAL/SQL, wire HubSpot scores and workflows, and build reporting so sales works the right leads—right away.
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