How should the lead qualification process be carried out in the sales and marketing funnel?
Posted: Sun Jan 19, 2025 7:10 am
Being able to impact the exact customer profile sought by the company is crucial to the success of the action . This is possible in a strategy based on good performance results.
When integrating marketing and sales efforts, it is necessary to have an understanding of what constitutes a qualified lead . Fortunately, there is a concept that can help a lot in this process.
Universal definitions need to guide all interdepartmental iceland phone number resource integration. Furthermore, they should preferably be consolidated in a document .
In the case of working with a sales funnel between the marketing and sales sectors, this document can be called a Service Level Agreement , or the acronym SLA.
There are many people involved in both defining a qualified lead and capturing them, so it is necessary to standardize these ideas and expectations. The SLA serves to define the criteria for passing leads from marketing to pre-sales and from pre-sales to sales.
Learn about the main features of a Service Level Agreement (SLA):
Marketing Qualified Lead (MQL)
These are leads that were captured by marketing. In addition, they signaled an interest in the company's product or service by consuming the content delivered .
They also have characteristics that place them in a desirable position in relation to the profile sought by the strategy, as is the case of decision-makers in organizations for B2B campaigns .
Sales Accepted Lead (SAL)
The second stage of this process consists of leads that were captured by marketing and qualified by the pre-sales team.
In this case, the public usually already knows what they want and how your company's solution can help them . They can make a decision based on their first contact with your product or a conversation with a salesperson.
Sales Qualified Lead (SQL)
When analyzing the characteristics of this stage, it becomes clear how advantageous it is to let the sales team focus only on those who are about to close a deal.
The lead that reaches the final stage of qualification is the one that is ready to close the purchase . It is also the one capable of generating a higher success rate in the company's approaches.
Therefore, the marketing and sales funnel can be highly beneficial for your results if implemented through integration between marketing and sales.
These two sectors cannot work out of sync, as they pursue the same objectives and use equivalent tools .
So, take advantage of the tips in the article to coordinate your strategy based on the correct concepts and work towards good performance results .
When integrating marketing and sales efforts, it is necessary to have an understanding of what constitutes a qualified lead . Fortunately, there is a concept that can help a lot in this process.
Universal definitions need to guide all interdepartmental iceland phone number resource integration. Furthermore, they should preferably be consolidated in a document .
In the case of working with a sales funnel between the marketing and sales sectors, this document can be called a Service Level Agreement , or the acronym SLA.
There are many people involved in both defining a qualified lead and capturing them, so it is necessary to standardize these ideas and expectations. The SLA serves to define the criteria for passing leads from marketing to pre-sales and from pre-sales to sales.
Learn about the main features of a Service Level Agreement (SLA):
Marketing Qualified Lead (MQL)
These are leads that were captured by marketing. In addition, they signaled an interest in the company's product or service by consuming the content delivered .
They also have characteristics that place them in a desirable position in relation to the profile sought by the strategy, as is the case of decision-makers in organizations for B2B campaigns .
Sales Accepted Lead (SAL)
The second stage of this process consists of leads that were captured by marketing and qualified by the pre-sales team.
In this case, the public usually already knows what they want and how your company's solution can help them . They can make a decision based on their first contact with your product or a conversation with a salesperson.
Sales Qualified Lead (SQL)
When analyzing the characteristics of this stage, it becomes clear how advantageous it is to let the sales team focus only on those who are about to close a deal.
The lead that reaches the final stage of qualification is the one that is ready to close the purchase . It is also the one capable of generating a higher success rate in the company's approaches.
Therefore, the marketing and sales funnel can be highly beneficial for your results if implemented through integration between marketing and sales.
These two sectors cannot work out of sync, as they pursue the same objectives and use equivalent tools .
So, take advantage of the tips in the article to coordinate your strategy based on the correct concepts and work towards good performance results .