Engagement to MQL

Step by step

1. Capture the signal Marketing Operations

   Marketing Operations checks the source event's lead identity, activity type and occurrence time. Retain the original payload and add program or template correlation when the source identifies it. Leave unknown contact details blank while resolving an unmatched identity.

   • Source identity and event retained
   • Updates Engagements, Leads

2. Apply the scoring policy Marketing Manager

   Marketing Manager owns the active model and rules. Marketing Operations checks the matching engagement against that policy and its per-lead firing cap. Distinguish webinar registration from attendance when selecting the activity the rule should reward.

   • Matching rule and cap checked
   • Updates Scoring model, Scoring rules

3. Inspect the contribution Marketing Operations

   Marketing Operations follows the score event's points, running score and reason to its rule and engagement. Sales Manager and Sales Rep read the explanation within their access scope. Repeated activity should remain understandable from the contribution trail.

   • Rule evidence inspected
   • Updates Score events, Engagements

4. Evaluate qualification Sales Manager

   The qualification workflow evaluates whether the running score crossed the active model's threshold. Sales Manager reviews the relevant evidence and the lead context for follow-up. Keep the threshold used in the review aligned with the program's applicable model.

   • MQL threshold crossing evaluated
   • Updates Score events, Scoring model, Leads

5. Confirm the CRM result Marketing Systems Admin

   Marketing Systems Admin coordinates the external CRM connection for status and score writeback and lead-owner notification. Check the destination's acknowledgement for the same lead. Sales Manager confirms the follow-up owner, and Sales Rep uses the activity context for the conversation.

   • Connected result and owner reconciled
   • Updates Leads, Users, Score events

Marketing Manager

Owns policy; Marketing Operations inspects contributions; Sales Manager and Sales Rep review the handoff; Marketing Systems Admin coordinates connection setup.