The problem this solves
Form fills land in the CRM and nothing happens. There is no shared definition of a marketing-qualified lead, so marketing celebrates volume while sales ignores the list. Lifecycle stages are set by hand when someone remembers, which means never. The database grows, the pipeline does not, and every funnel report is fiction because stage data is fiction.
How we work
We start with the definitions, because automation of an undefined process just produces confusion faster. Together with marketing and sales we fix what each lifecycle stage means, what evidence promotes a contact to MQL, and what sales commits to do with a handoff - then we write it down where both teams can see it.
Then we automate it in Marketing Hub: lifecycle stage progression driven by behavior and form data, our standard hybrid scoring model - half firmographic fit, half engagement with time decay - and workflows that hand qualified leads to sales with context, notification, and a deadline. Contacts that are not ready route into nurture instead of a dead list.
The result is a lifecycle machine both teams trust: marketing sees what happens to its leads, sales gets leads worth the interruption, and funnel reporting finally reflects reality.
Deliverables
- Lifecycle stage and MQL definitions agreed by marketing and sales
- Automated lifecycle stage progression workflows
- Hybrid lead scoring model: fit plus engagement with decay
- Sales handoff automation with notifications and SLA
- Nurture routing for not-yet-ready contacts
- Funnel reporting on stage conversion and handoff outcomes
What buyers ask before scoping.
How does this relate to Sales Process & Lead Management Implementation?
Same boundary, two sides. This module builds the marketing side: how contacts become qualified and get handed over. The Smart CRM module builds the sales side: how handed-over leads get routed, worked, and converted to deals. If your problem spans both, we scope them together and the definitions workshop happens once, not twice.
What does your scoring model actually score?
Two halves. Fit: how closely the company matches your target profile - size, industry, market. Engagement: what the contact actually does - visits, form fills, email interaction - with older activity decaying so last quarter's webinar attendee does not outrank this week's pricing page visitor. The blend means sales sees accounts that are both right and warm.
What if our sales team ignores the MQLs anyway?
That is usually a definition problem, not a discipline problem, which is why sales co-authors the MQL definition in this module instead of receiving it. The handoff automation also creates a feedback path: sales rejects a lead with a reason, marketing sees the pattern, the definition gets tightened. The loop matters more than the first version of the rules.
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