Marketing-to-Sales Handoff ProcessWhen is the right time for a contact to be moved from marketing to sales? How are you qualifying your Marketing Qualified Leads (MQLs), and how are you identifying your Sales Qualified Leads (SQLs)?
Identify Your SQL
Is your MQL ‘sales ready’? Have you identified if they are a good fit for your business?
This process can be done in two ways:
- Automate the process via tools, such as lead scoring and engagement monitoring
- Set up a marketing-to-sales handoff process that includes certain steps in order to correctly identify if a contact is marketing ready.
You may consider an MQL to be anyone who downloads a PDF from your website by filling out a form to access the gated content.
But just because they have downloaded that PDF doesn’t mean they are necessarily a good fit for your business.
This is where a documented process comes into play, where new MQLs need to be reviewed to see if they are a good fit for the sales team to follow up on.
How do you identify if a contact is a 'good fit' for your business?
First, you need to see if they fit your target audience in terms of demographics.
- Are they in the right industry?
- Are they in a position to make decisions?
- Can your product or service help them or add value?
- Do they have the right infrastructure in place for your product or service?
Next, take a look at their engagement with your business.
- Have they shown sales interest in one of your products or services?
- Do they regularly engage with your content or visit your website?
If you can answer "yes" to all of these questions, then this contact may be a good fit for sales, and it’s time to notify your sales department of their brand new SQL!
Sometimes after performing your MQL review, you may think that a contact is indeed a good fit for your business but that the timing is just not right for them to be pushed to sales yet.
This could be due to the contact being very new to a job role, or that a contact has expressed they are not ready to be sold to.
Either way, a process needs to be put in place to flag that contact, and make sure they are reviewed again after a set amount of time. You don't want to let them fall through the cracks.
Unfortunately, not every MQL that comes in is going to be a good fit for your business. But you should be pleased to know that your marketing-to-sales handoff is working as required, and ultimately that your sales team is spending its time and energy on the right leads.
When it comes to a ‘bad-fit MQL’, it’s best to add them to a list of other bad-fit MQLs and move on.
This list can always be reviewed in the future, to see if anything has changed that makes them more eligible for sales engagement.