Marketing-to-Sales Handoff & SLA Tracking - Project Details / Task List
Tag: mkt-sales-handoff
Total Hours: 37.5h
Structure: Single Milestone (<=50h)
Milestone: Marketing-to-Sales Handoff & SLA Tracking
Description: A cross-functional implementation project that establishes clear lead qualification criteria, automated handoff workflows, and measurable SLAs between Marketing and Sales teams to ensure every qualified lead receives timely, consistent follow-up.
Task List: (Mkt-Sales Handoff) 1. Discovery & Configuration
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Audit Current Handoff Process | 2.5h | Document how leads currently flow from Marketing to Sales, including where breakdowns occur. End state: Gap analysis showing current handoff points, SLA gaps, and conversion bottlenecks. • Interview Marketing Ops, Sales Ops, and 2-3 SDRs/AEs on current lead flow • Pull MQL-to-SQL conversion rates from CRM for last 90 days • Document current lead stages and status values in CRM/MAP • Identify where leads are getting stuck or falling through cracks • Measure current average response time to new MQLs • Quantify lead leakage (leads passed but never worked) |
| 2. Align on Definitions and Goals | 2h | Get Marketing and Sales leadership to agree on shared definitions for MQL, SAL (Sales Accepted Lead), and SQL. End state: Documented qualification criteria and success metrics approved by both teams. • Facilitate alignment meeting with Marketing, Sales, and RevOps leadership • Define MQL criteria using firmographics (industry, company size, title) and behavioral signals (demo requests, content engagement, webinar attendance) • Define SQL criteria using frameworks like BANT (Budget, Authority, Need, Timeline) • Agree on SAL stage for Sales acceptance before full qualification • Document shared KPIs: MQL-to-SQL conversion rate, average response time, SLA compliance rate • Get sign-off from VP Marketing and VP Sales on definitions |
| 3. Define SLA Requirements | 2h | Establish specific response time commitments, follow-up cadences, and escalation rules. End state: SLA framework document with timelines, touch requirements, and recycling rules. • Set response time SLA by lead type (e.g., demo requests within 5 minutes, content leads within 4 hours) • Define required follow-up cadence (number of calls, emails, touches) • Establish rules for lead recycling (when unresponsive leads return to Marketing) • Define escalation paths for SLA breaches (manager notification, reassignment) • Document lead rejection criteria and required feedback fields • Get stakeholder approval on SLA commitments |
| 4. Configure Lead Status and Stage Fields | 3h | Set up the CRM and MAP fields needed to track handoff stages and SLA compliance. End state: Lead status picklist and date/time stamp fields configured and documented. • Create or update Lead Status picklist values (New, MQL, SAL, SQL, Recycled, Disqualified) • Add date/time stamp fields for MQL Date, SAL Date, SQL Date • Create First Response Date field to track time-to-first-touch • Add SLA Breach checkbox or formula field • Configure Lead Rejection Reason picklist for Sales feedback • Document field definitions in data dictionary |
| 5. Build Handoff Automation Rules | 3.5h | Configure automation to move leads through handoff stages and trigger notifications. End state: Working automation that routes MQLs to Sales and tracks stage transitions. • Build MQL qualification automation based on scoring threshold or trigger criteria • Configure lead assignment rules (round-robin, territory, account-based) • Set up auto-assignment to SDR queues or specific reps • Create workflow to stamp MQL Date when lead qualifies • Build SAL/SQL stage transition rules based on Sales actions • Test automation with sample leads through full handoff flow |
| 6. Configure SLA Timer and Notifications | 3h | Implement SLA tracking with automated alerts for approaching and breached SLAs. End state: SLA timers active with notifications firing to reps and managers. • Set up SLA timer starting from MQL Date (or assignment time) • Configure tiered notifications: 50% of SLA elapsed, 80% elapsed, SLA breached • Route notifications via email and Slack/Teams integration • Build escalation to manager for SLA breaches • Configure pause/stop conditions for SLA timer (e.g., paused if lead responds) • Set up SLA timer for SAL-to-SQL conversion if applicable |
Task List: (Mkt-Sales Handoff) 2. Reporting, Enablement & Optimization
Contains: Parts 3-5
| Task | Est | Description |
|---|---|---|
| 7. Build SLA Compliance Dashboard | 3.5h | Create a dashboard showing real-time SLA performance by rep, team, and lead source. End state: Live dashboard accessible to Sales and Marketing leadership. • Build report showing response time distribution (under SLA, approaching, breached) • Create SLA compliance rate by SDR/AE and by team • Add trending view of SLA performance over time • Include drill-down capability to individual lead records • Configure dashboard filters by date range, lead source, and owner • Share dashboard with Sales leadership, Marketing Ops, and RevOps |
| 8. Build Handoff Conversion Reporting | 3h | Create reports tracking conversion rates through each handoff stage. End state: Funnel reporting showing MQL-to-SAL, SAL-to-SQL, and SQL-to-Opportunity conversion rates. • Build funnel report: MQL > SAL > SQL > Opportunity • Calculate conversion rates at each stage • Add average cycle time between stages • Create report showing rejection reasons and volumes • Build lead source performance by conversion rate • Set up scheduled report delivery to stakeholders |
| 9. Create Feedback Loop Reporting | 2.5h | Build reporting that captures Sales feedback on lead quality to improve Marketing targeting. End state: Lead quality feedback visible to Marketing with actionable insights. • Build report on Lead Rejection Reasons by volume and trend • Create lead quality score based on SAL acceptance rate by source/campaign • Build report showing which Marketing campaigns produce highest SQL conversion • Set up weekly digest of rejection feedback to Marketing Ops • Document process for Marketing to act on feedback data |
| 10. Create Process Documentation | 2h | Document the handoff process, SLAs, and system instructions in SOPs and quick-reference guides. End state: Published documentation accessible to all stakeholders. • Write SLA playbook with response time requirements and escalation paths • Create SDR/AE quick-reference guide for lead handling • Document CRM field definitions and status transition rules • Build FAQ document addressing common questions • Create process flow diagram showing handoff stages • Publish documentation in team wiki or knowledge base |
| 11. Conduct Team Training | 2h | Train Sales and Marketing teams on the new handoff process, SLAs, and reporting. End state: Teams trained and equipped to follow the new process. • Schedule training session for SDR/AE team (30-45 minutes) • Cover: lead status definitions, SLA requirements, CRM actions required • Demo the SLA notifications and what to do when alerts fire • Walk through dashboards and how to check personal SLA performance • Train Marketing Ops on feedback loop reporting • Send recording and documentation to all attendees |
| 12. Launch and Validate | 2h | Go live with the new process and validate that automation, notifications, and reporting are working correctly. End state: Process live with confirmed functionality. • Activate all automation and SLA timers • Monitor first 24-48 hours for any automation errors • Verify notifications are reaching correct recipients • Test dashboard data accuracy with sample lead records • Confirm SLA timers are calculating correctly • Address any issues identified during validation |
| 13. Conduct 30-Day Review | 2.5h | Review SLA performance and process adoption at 30 days post-launch. End state: Performance baseline established with initial optimization recommendations. • Pull SLA compliance metrics for first 30 days • Calculate MQL-to-SQL conversion rate vs. baseline • Review rejection reasons and lead quality feedback • Gather qualitative feedback from SDRs and Marketing • Identify any automation or notification issues • Document optimization recommendations |
| 14. Iterate and Refine | 2h | Implement improvements based on 30-day review findings and establish ongoing governance. End state: Optimized process with regular review cadence established. • Adjust SLA timers if response time targets need refinement • Update MQL qualification criteria based on Sales feedback • Refine notification timing or escalation rules as needed • Schedule monthly Sales-Marketing alignment meeting • Set up quarterly SLA review cadence • Hand off ongoing monitoring to RevOps owner |
Summary
- Total Task Lists: 2 (consolidated from 5 Parts)
- Total Tasks: 14 (one per Step)
- Total Hours: 37.5h
- Generated from: playbook_marketing-to-sales-handoff-and-sla-tracking.md
- Generated on: 2025-12-31