Inbound: campaign to MQL

Campaigns
paid, search, content, events, webinars, ABM

Visitor
anonymous until a form, chat, or de-anonymization

Lead
identity known; enriched; campaign and source stamped

Score
fit × behavior, decays over time; negatives disqualify

Demo or contact-sales request
skips scoring; routes in minutes; AI chat or voice agent can qualify and book

Nurture
automated sequences; no human; re-scored on every action

Disqualified
student, competitor, bad fit; recycled or suppressed

owner · Marketing (demand generation, marketing operations). measured by · pipeline sourced and influenced, cost per opportunity, MQL to SQL conversion, speed to first touch

HOW THE SCORE WORKS

Fit · who they are
title, company size, industry, tech stack, geography. Static; enriched at form fill. Decides whether they could ever buy.

Behavior · what they did
pricing page, repeat visits, webinar attended, email clicks, trial started. Points decay so a quiet lead drops back under the line.

Threshold · tuned, not fixed
set to the volume the SDR team can work; raised when MQL to SQL falls, lowered when SDRs have capacity. Reviewed quarterly against conversion.

BY MODEL

SMB velocity
high volume, low threshold, demo requests go straight to a round-robin AE pool; scoring matters less than speed

Mid-market
scored leads to SDRs who qualify and book; the threshold is the main lever on SDR workload

Enterprise and ABM
named accounts bypass scoring; any activity goes to the owning AE; measured on account engagement, not lead counts