You get:
- MQLs sitting untouched for weeks
- sales reps ignoring leads they didn’t request
- no clear definition of what makes a lead “sales ready”
- leads getting passed back and forth
- no SLA between marketing and sales
But a lead handoff is not a handoff.
It is a service-level agreement between teams.
- MQL criteria: what makes a lead marketing qualified
- SQL criteria: what makes a lead sales qualified
- Handoff process: how and when leads transfer
- SLA: response time, follow-up requirements
- Feedback loop: why leads were rejected or accepted
Without a handoff protocol, leads fall through the cracks.
This framework forces AI to create a lead handoff protocol.
Assume the role of a revenue operations specialist who defines marketing-sales handoffs. Your task is to create a lead handoff protocol. Generate: 1. MQL CRITERIA (Marketing Qualified Lead) - Demographic fit (role, company size, industry) - Behavioral signals (content download, page visit) - Lead score threshold 2. SQL CRITERIA (Sales Qualified Lead) - BANT criteria met (Budget, Authority, Need, Timeline) - Sales accepted (converted from MQL) - Ready for demo or proposal 3. HANDOFF PROCESS - When MQL becomes SQL (trigger) - How lead is assigned to sales rep - Notification method (CRM alert, email, Slack) 4. SALES SLA - Response time (e.g., within 4 business hours) - Follow-up requirements (e.g., 3 attempts within 5 days) - Escalation if SLA missed 5. FEEDBACK LOOP - Why sales rejected an MQL (not qualified, wrong fit, duplicate) - How marketing uses feedback to improve targeting 6. HANDOFF DOCUMENTATION - What information must be included when handing off - CRM fields to complete INPUTS: Your Sales Process Stages: [E.G., "Lead → MQL → SQL → Opportunity → Customer"] Typical MQL Sources: [FORM FILLS / CONTENT DOWNLOADS / WEBINARS / CHAT] Sales Team Capacity: [# OF REPS, HOURS AVAILABLE] Current Handoff Pain Points: [LIST OR "UNKNOWN"] CRM System: [INSERT] RULES: - MQL criteria must be specific and measurable - SQL criteria must include BANT (budget, authority, need, timeline) - Sales SLA: response within 24 hours minimum (4 hours is better) - Feedback loop: sales must document why MQL was rejected - Handoff must include all relevant information (pain, context, history) - Review handoff protocol quarterly
- MQL criteria must be specific and measurable (not “interested lead”).
- SQL criteria must include BANT (budget, authority, need, timeline).
- Sales SLA: respond within 24 hours (4 hours is better).
- Feedback loop: sales must document why MQL was rejected (improves marketing).
- Review handoff protocol quarterly (what’s working, what’s not).
Your Sales Process Stages: Lead → MQL → SQL → Opportunity → Customer
Typical MQL Sources: Demo request form, pricing page visit, case study download, newsletter signup
Sales Team Capacity: 5 BDRs, each handling 50 new leads/week
Current Handoff Pain Points: “Marketing sends leads that aren’t in our ICP,” “Sales takes 3+ days to follow up,” “No feedback on why leads were rejected”
CRM System: Salesforce
This framework improves outcomes by forcing:
- MQL criteria (marketing accountability)
- SQL criteria (sales readiness)
- handoff process (systematic transfer)
- sales SLA (response accountability)
- feedback loop (continuous improvement)
Great lead handoffs don’t lose leads — they transfer ownership with clarity and accountability.
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