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