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Reasons could include bad timing for purchase or no allocated budget at the time of prospecting.ĭefining your stages is the foundation to developing your inbound lead workflow and avoiding a “leaky funnel” situation. These leads still serve as an opportunity for our team to generate pipeline. Closed - ReEngaged MQL: An MQL that has either gone unresponsive to outreach from our sales team or has been dispositioned in a status that should be nurtured and re-qualified over time.The AE on the Account has held the meeting (or multiple meetings) and has qualified the opportunity as meeting the requirements of the buyer, timing, scope and tech need in order to progress through the funnel. Sales Accepted Lead (SAL): An SQL that has been qualified by both the SDR and AE and is moving on to the next stage of the sales funnel.An opportunity is moved to SQL once the initial meeting is held but has yet to be qualified to move forward with by an AE. Sales Qualified Lead (SQL): An MQL has agreed to set up an initial meeting with our team and an opportunity has been created.(We also closely monitor the status of each MQL from open to working and actions that have been taken against qualified leads, adhering to SLAs set between teams.) To become an MQL, they must have converted on multiple marketing campaigns or be part of a prioritized account and have a persona within our defined buyer group. Marketing Qualified Lead (MQL): A lead we have deemed qualified enough to send to sales for follow up.

These are cold, not yet qualified leads that will be nurtured by marketing prior to being sent to sales.

Marketing Captured Lead (MCL): A lead who has engaged with a marketing campaign for the first time by filling out a landing page form, registering for a marketing-hosted event or participated in a sponsored program.

Here are our working definitions of key stages within our lead lifecycle: What do we mean by each lead lifecycle stage? What’s an MCL or MQL? What determines if an MQL is in open vs working status? What’s the difference between a sales qualified lead and a sales accepted lead?

Defining which leads should fall out of the funnel versus which leads should continue to be nurtured and by whom.

Building an efficient lead routing and sales follow up process, defining what actions should be taken and enabling the owner to accomplish SLAs (Service Level Agreement).

Documenting all the sources and behaviors a lead can take when entering our marketing funnel along with how we prioritize and score each lead.

Creating well defined lead lifecycle stages and clear definitions of status within each funnel stage.

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To understand what’s happening to each lead from marketing campaigns and how to have the biggest impact on revenue, we focused on four key areas: It operationalizes how you generate, qualify, and take action on leads from marketing campaigns in a timely manner, with the right content-ultimately driving pipeline and revenue for the business. Looking to better connect your marketing and sales funnel? Let’s start at the beginning.Īn inbound lead workflow is a process put in place across your GTM team using your marketing automation software, your CRM, and your sales engagement solution. Our response time from a lead filling a form on our site to a rep reaching out with a personalized email is no longer than three minutes. It’s highly automated to our sales team, so follow up actions with appropriate content rarely fall through the cracks-and each stage is coupled with detailed reporting.

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But the average response time for B2B companies (those that bothered to reply at all) was a massive 42 hours- almost two full days.Īt Outreach, we have designed an efficient inbound lead workflow. If you wait longer than five minutes to respond after engagement, your conversion rate could potentially plummet by 80%. The clock starts ticking as soon as a lead engages with one of your marketing campaigns. We share workflows and strategies, backed by original research and data from the results of our own experiments and customer base. This article is part of our Outreach on Outreach content series, in which we showcase our own revenue team’s use of the Outreach Sales Engagement Platform to help you drive success at your own company.

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