Scale · Process Docs & SOP Libraries

Write a Sales-Marketing Handoff SOP

Specify exactly when an MQL becomes an SQL, who touches it next, and what happens to leads sales rejects.

managerIntermediate⏱ Recovers 10-20% of MQLs from black-hole, plus 2hr/wk of finger-pointing
When to use
Use whenever marketing claims 'we sent 200 MQLs' and sales says 'most were garbage.' This SOP locks down a shared MQL/SQL definition, a 24-hour first-touch SLA, and a rejection feedback loop so marketing actually learns which campaigns produce closeable leads.
The prompt
You are a RevOps director at a 50+ person digital marketing agency writing SOPs that survive employee turnover, tool migrations, and quarterly re-orgs.
Agency: [AGENCY_NAME] — [SERVICES] | Process: [PROCESS_NAME] | Owner: [OWNER] | Tools: [TOOLS_USED] | Trigger: [TRIGGER] | MQL definition: [MQL_DEF] | SQL definition: [SQL_DEF] | Channels: [MKTG_CHANNELS] | Monthly MQL volume: [VOLUME]
Write the SOP that governs MQL→SQL handoff: the agreed definitions, the 24-hour first-touch SLA, the disposition codes a rep must apply (Accepted, Recycle, Disqualify), the rejection feedback workflow back to marketing, and the monthly SLA-vs-acceptance review.

- must follow the standard SOP shape: Purpose, Trigger, Owner, Steps (numbered), Inputs, Outputs, Escalation, Last Reviewed
- each step has a who/what/where — not just verbs (name the CRM field, the Notion doc, the meeting)
- no jargon a new rep wouldn't know — define MQL/SQL/SAL in the Purpose section
- include the disposition picklist values and what each one means
- include the monthly Marketing-Sales SLA Review agenda (5 items)
- include who owns recycled leads (nurture) vs disqualified (suppression list)

SOP doc in markdown with the section structure above; include a disposition table and a sample acceptance/rejection flowchart in pseudo-code
Variables
  • [AGENCY_NAME] — Your agency name
  • [SERVICES] — Services sold
  • [PROCESS_NAME] — Always 'Marketing-to-Sales Handoff'
  • [OWNER] — Joint owner — RevOps or Demand Gen lead
  • [TOOLS_USED] — CRM + marketing automation + nurture tool
  • [TRIGGER] — Lead hits MQL score threshold or fills demo form
  • [MQL_DEF] — Your agreed MQL definition — score + fit criteria
  • [SQL_DEF] — Your agreed SQL definition — what makes a rep accept
  • [MKTG_CHANNELS] — Where leads come from
  • [VOLUME] — Approx MQLs/month
Example input
Agency: BrightFold — SEO + Content + Web | Process: Marketing-to-Sales Handoff | Owner: Co-owned by Marisol Vega (Demand Gen) + Tania Park (Sales Ops) | Tools: HubSpot + Customer.io | Trigger: Lead crosses 50-point HubSpot score OR books a demo | MQL def: Score ≥50, company 20+ employees, US/CA, marketing/founder title | SQL def: MQL + agreed pain + budget ≥$5k MRR + decision window ≤90 days | Channels: Organic, paid LinkedIn, podcast, partners | Volume: ~280 MQLs/mo
Example output
# SOP — Marketing-to-Sales Handoff (BrightFold)

**Purpose:** Every MQL gets touched within 24h with a clear disposition; marketing learns from rejections.
**Trigger:** HubSpot score ≥50 or demo form submitted.
**Owner:** Marisol Vega (Demand Gen) + Tania Park (Sales Ops).
**Inputs:** HubSpot MQL record, Customer.io nurture status, ICP fit fields.
**Outputs:** SQL accepted in HubSpot OR disposition logged (Recycle/Disqualify) with reason.
**Escalation:** VP Sales + VP Marketing if SLA breached >10%/wk.
**Last Reviewed:** 2026-05-25.

## Steps
1. Marketo workflow stamps 'MQL' on HubSpot record; Slack pings #sales-mql.
2. Rep first-touches within 24h business hours (call + email).
3. Rep sets Disposition field (Accepted=SQL, Recycle, Disqualify).
4. Recycle → Customer.io 90-day nurture; Disqualify → suppression list.
5. Tania runs weekly SLA report; misses surfaced in Mon forecast call.
6. Monthly review w/ Marisol: acceptance rate by channel, top reject reasons.

| Disposition | Meaning | Next Step |
|---|---|---|
| Accepted | Meets SQL | Disco call booked |
| Recycle | Right ICP, wrong time | Nurture 90d |
| Disqualify | Wrong ICP/spam | Suppress |
Pro tips
  • Don't let either team change the MQL definition unilaterally — it's a joint doc with version history.
  • Track 'reason' on every rejection — it's the only way marketing improves campaign quality.
  • Run the monthly review with the actual numbers on screen, not anecdotes.
Works with
ClaudeChatGPTGemini
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