Purpose

To standardize the qualification of leads and the transition between lead generation (Marketing/SDRs) and sales execution (Account Executives), ensuring high-quality pipeline development and improved close rates.

Scope

Applies to all inbound and outbound leads entering the CRM or lead management system. Involves marketing, SDRs (Sales Development Reps), and AEs (Account Executives).

Roles & Responsibilities

• Marketing Team
• Generates inbound leads, nurtures MQLs, and passes qualified leads to SDRs.
• SDR (Sales Development Rep)
• Qualifies leads based on defined criteria, performs discovery, and enriches lead records.
• Account Executive (AE)
• Owns the opportunity after handoff, drives the sales process, and closes deals.
• Sales Manager
• Reviews handoff quality, enforces SLAs, and tracks qualification metrics.

Process Steps

1. Lead Capture & Initial Logging

Inbound leads arrive through website forms, campaigns, or content downloads, and are automatically logged in the CRM. Outbound leads are added manually or via enrichment tools like Apollo, ZoomInfo, or LinkedIn Sales Navigator.

All leads must include name, company, email, phone (if available), and source. Marketing automation syncs the lead into the CRM within 5 minutes of form fill.

Leads are tagged by source and campaign for attribution and routing.

2. Marketing Qualification (MQL Assessment)

Marketing applies lead scoring logic based on:

• Job title, company size, industry
• Engagement (web visits, downloads, email opens)
• Fit against ideal customer profile (ICP)

Thresholds for MQL conversion are defined in the sales-marketing SLA. Once the score is met, the lead is converted to an MQL and assigned to an SDR within 1 business hour.

Duplicate checks and data cleaning are applied before assignment.

3. SDR Discovery & Qualification

SDRs review assigned leads and initiate contact (email, call, or LinkedIn) within 1 business day. The discovery process includes confirming:

• BANT (Budget, Authority, Need, Timeline) or
• CHAMP (Challenges, Authority, Money, Prioritization)

SDRs document answers in the CRM lead record and update status (e.g., Working, Contacted, Qualified, Disqualified). Notes should be clear, timestamped, and include relevant context for the AE.

Leads that are not sales-ready are returned to marketing for nurture (status: “Recycle”).

4. Lead Enrichment & Data Hygiene

Before handoff, SDRs complete the lead profile with:

• Company size, revenue, and industry
• LinkedIn profile link
• Decision-making authority (job title, role)
• CRM account linkage and segmentation

Tools like Clearbit or Crunchbase may be used for enrichment. CRM fields must be completed using dropdowns/tags, not freeform text, wherever possible to preserve data consistency.

5. AE Handoff & Calendar Scheduling

Once a lead is qualified, the SDR books a meeting with the AE via their calendar link. In the CRM:

• The lead is converted to a contact/opportunity
• The AE is assigned as the new owner
• A templated internal handoff note is posted (e.g., via Salesforce Chatter, HubSpot comment)

The note must include:

• Contact summary
• Reason for interest
• Key pain points
• Desired outcome
• Call/meeting recording link (if available)

SDRs remain available for the first AE call to clarify context if needed.

6. AE Acceptance & Follow-Up

The AE confirms lead handoff within 24 hours. If any qualification criteria are missing, they must tag the SDR for clarification. Once accepted, the AE follows their opportunity management SOP.

Sales managers review handoffs weekly to ensure lead quality and compliance with SLAs.

Documentation & Tools

• CRM (Salesforce, HubSpot, etc.)
• Lead scoring matrix (MQL thresholds)
• SDR qualification script/checklist
• Enrichment tools (Clearbit, Apollo, LinkedIn)
• Internal handoff template
• Sales-marketing SLA agreement

Compliance & SLA Requirements

• Lead response time: < 1 business day (SDR)
• Handoff notes required for every qualified lead
• Accurate data entry in all mandatory CRM fields
• Only qualified leads should be passed (no “just booked” with zero context)