# Score a lead and hand off the MQL to sales

> A process map exported from forks.world (https://forks.world). Author: Brian. Source: https://forks.world/p/cmv2toe3x0001jy06zb67whnz
> It describes who does what, in what order, and with which technology. Read the plain-language sections first; the JSON at the end is the exact, complete data.

## Summary

- 20 steps across 2 layers
- Persona: Prospect, Marketing ops, Sales development rep
- Technology / systems: Marketing automation, CRM

## Pain points

Where this process hurts, worst first:

- **Reach out within the response SLA** (Score a lead and hand off the MQL to sales; critical): Interest fades fast; a slow first touch wastes the lead
- **Mark as MQL and route to a rep by territory** (Score a lead and hand off the MQL to sales; painful): Routing rules drift as territories change, so leads land with the wrong rep

## How to read this file

- A process is made of **layers**. The main layer is the top level; any step of kind `subprocess` opens a detail layer with its own lanes and steps.
- **Lanes** are either persona (people/roles) or technology (systems). Each step belongs to one lane; `using` lists tools a person uses for that step.
- Step kinds: `start`, `task`, `decision` (its arrows carry the answer as a label), `subprocess`, `end`.

## Score a lead and hand off the MQL to sales

Lanes:
- Prospect: person / role (id `prospect`)
- Marketing ops: person / role (id `mops`)
- Marketing automation: technology / system (id `ma`)
- CRM: technology / system (id `crm`)
- Sales development rep: person / role (id `sdr`)

Steps, in the order they run:

1. **Fills out a form or downloads a guide** [start; Prospect; id `a1`]
   - then Capture the lead and log the activity
2. **Capture the lead and log the activity** [task; Marketing automation; id `a2`], using CRM
   - then Score fit and engagement
3. **Score fit and engagement** [subprocess; Marketing automation; id `a3`], opens the detail layer "Score fit and engagement"
   - then Score over the MQL threshold?
4. **Score over the MQL threshold?** [decision; Marketing automation; id `a4`]
   - if "Yes" go to Mark as MQL and route to a rep by territory; if "No" go to Keep nurturing until new activity
5. **Mark as MQL and route to a rep by territory** [task; CRM; id `a6`] ⚠ PAIN POINT (painful): Routing rules drift as territories change, so leads land with the wrong rep
   - then Reach out within the response SLA
6. **Reach out within the response SLA** [task; Sales development rep; id `a7`] ⚠ PAIN POINT (critical): Interest fades fast; a slow first touch wastes the lead
   - then Real buying interest?
7. **Real buying interest?** [decision; Sales development rep; id `a8`]
   - if "Yes" go to Accept it and book a discovery call; if "No" go to Reject it with a reason
8. **Accept it and book a discovery call** [task; Sales development rep; id `a9`], using CRM
   - then Handed to sales as a qualified lead
9. **Handed to sales as a qualified lead** [end; Sales development rep; id `a12`]
10. **Reject it with a reason** [task; Sales development rep; id `a10`], using CRM
   - then Review reject reasons and tune the scoring
11. **Review reject reasons and tune the scoring** [task; Marketing ops; id `a11`]
   - then Lead goes back to nurture
12. **Lead goes back to nurture** [end; Marketing automation; id `a13`]
13. **Keep nurturing until new activity** [task; Marketing automation; id `a5`]
   - if "New activity" go to Score fit and engagement

```mermaid
flowchart LR
  subgraph l_prospect["Prospect"]
    n_a1(["Fills out a form or downloads a guide"])
  end
  subgraph l_mops["Marketing ops"]
    n_a11["Review reject reasons and tune the scoring"]
  end
  subgraph l_ma["Marketing automation"]
    n_a2["Capture the lead and log the activity"]
    n_a3[["Score fit and engagement"]]
    n_a4{"Score over the MQL threshold?"}
    n_a5["Keep nurturing until new activity"]
    n_a13(["Lead goes back to nurture"])
  end
  subgraph l_crm["CRM"]
    n_a6["Mark as MQL and route to a rep by territory"]
  end
  subgraph l_sdr["Sales development rep"]
    n_a7["Reach out within the response SLA"]
    n_a8{"Real buying interest?"}
    n_a9["Accept it and book a discovery call"]
    n_a10["Reject it with a reason"]
    n_a12(["Handed to sales as a qualified lead"])
  end
  n_a1 --> n_a2
  n_a2 --> n_a3
  n_a3 --> n_a4
  n_a4 -->|"Yes"| n_a6
  n_a4 -->|"No"| n_a5
  n_a5 -->|"New activity"| n_a3
  n_a6 --> n_a7
  n_a7 --> n_a8
  n_a8 -->|"Yes"| n_a9
  n_a8 -->|"No"| n_a10
  n_a9 --> n_a12
  n_a10 --> n_a11
  n_a11 --> n_a13
```

### Score fit and engagement (detail of step "Score fit and engagement")

Lanes:
- Marketing ops: person / role (id `s_ops`)
- Marketing automation: technology / system (id `s_ma`)

Steps, in the order they run:

1. **Agree the scoring rules with sales** [start; Marketing ops; id `s1`]
   - then Add fit points: job title, industry, company size
2. **Add fit points: job title, industry, company size** [task; Marketing automation; id `s2`]
   - then Add engagement points: visits, opens, webinars
3. **Add engagement points: visits, opens, webinars** [task; Marketing automation; id `s3`]
   - then Subtract points for weeks of silence
4. **Subtract points for weeks of silence** [task; Marketing automation; id `s4`]
   - then Asked for a demo or pricing?
5. **Asked for a demo or pricing?** [decision; Marketing automation; id `s5`]
   - if "Yes" go to Fast-track straight to MQL; if "No" go to Score updated
6. **Fast-track straight to MQL** [task; Marketing automation; id `s6`]
   - then Score updated
7. **Score updated** [end; Marketing automation; id `s7`]

```mermaid
flowchart LR
  subgraph l_s_ops["Marketing ops"]
    n_s1(["Agree the scoring rules with sales"])
  end
  subgraph l_s_ma["Marketing automation"]
    n_s2["Add fit points: job title, industry, company size"]
    n_s3["Add engagement points: visits, opens, webinars"]
    n_s4["Subtract points for weeks of silence"]
    n_s5{"Asked for a demo or pricing?"}
    n_s6["Fast-track straight to MQL"]
    n_s7(["Score updated"])
  end
  n_s1 --> n_s2
  n_s2 --> n_s3
  n_s3 --> n_s4
  n_s4 --> n_s5
  n_s5 -->|"Yes"| n_s6
  n_s5 -->|"No"| n_s7
  n_s6 --> n_s7
```

## Full data (JSON)

```json
{
  "title": "Score a lead and hand off the MQL to sales",
  "maps": {
    "m_root": {
      "id": "m_root",
      "lanes": [
        {
          "id": "prospect",
          "name": "Prospect",
          "type": "person"
        },
        {
          "id": "mops",
          "name": "Marketing ops",
          "type": "person"
        },
        {
          "id": "ma",
          "name": "Marketing automation",
          "type": "system"
        },
        {
          "id": "crm",
          "name": "CRM",
          "type": "system"
        },
        {
          "id": "sdr",
          "name": "Sales development rep",
          "type": "person"
        }
      ],
      "steps": [
        {
          "id": "a1",
          "kind": "start",
          "lane": "prospect",
          "next": [
            {
              "to": "a2"
            }
          ],
          "uses": [],
          "label": "Fills out a form or downloads a guide"
        },
        {
          "id": "a2",
          "kind": "task",
          "lane": "ma",
          "next": [
            {
              "to": "a3"
            }
          ],
          "uses": [
            "crm"
          ],
          "label": "Capture the lead and log the activity"
        },
        {
          "id": "a3",
          "kind": "subprocess",
          "lane": "ma",
          "next": [
            {
              "to": "a4"
            }
          ],
          "uses": [],
          "child": "m_score",
          "label": "Score fit and engagement"
        },
        {
          "id": "a4",
          "kind": "decision",
          "lane": "ma",
          "next": [
            {
              "to": "a6",
              "label": "Yes"
            },
            {
              "to": "a5",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Score over the MQL threshold?"
        },
        {
          "id": "a5",
          "kind": "task",
          "lane": "ma",
          "next": [
            {
              "to": "a3",
              "label": "New activity"
            }
          ],
          "uses": [],
          "label": "Keep nurturing until new activity"
        },
        {
          "id": "a6",
          "kind": "task",
          "lane": "crm",
          "next": [
            {
              "to": "a7"
            }
          ],
          "pain": {
            "note": "Routing rules drift as territories change, so leads land with the wrong rep",
            "level": 2
          },
          "uses": [],
          "label": "Mark as MQL and route to a rep by territory"
        },
        {
          "id": "a7",
          "kind": "task",
          "lane": "sdr",
          "next": [
            {
              "to": "a8"
            }
          ],
          "pain": {
            "note": "Interest fades fast; a slow first touch wastes the lead",
            "level": 3
          },
          "uses": [],
          "label": "Reach out within the response SLA"
        },
        {
          "id": "a8",
          "kind": "decision",
          "lane": "sdr",
          "next": [
            {
              "to": "a9",
              "label": "Yes"
            },
            {
              "to": "a10",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Real buying interest?"
        },
        {
          "id": "a9",
          "kind": "task",
          "lane": "sdr",
          "next": [
            {
              "to": "a12"
            }
          ],
          "uses": [
            "crm"
          ],
          "label": "Accept it and book a discovery call"
        },
        {
          "id": "a10",
          "kind": "task",
          "lane": "sdr",
          "next": [
            {
              "to": "a11"
            }
          ],
          "uses": [
            "crm"
          ],
          "label": "Reject it with a reason"
        },
        {
          "id": "a11",
          "kind": "task",
          "lane": "mops",
          "next": [
            {
              "to": "a13"
            }
          ],
          "uses": [],
          "label": "Review reject reasons and tune the scoring"
        },
        {
          "id": "a12",
          "kind": "end",
          "lane": "sdr",
          "next": [],
          "uses": [],
          "label": "Handed to sales as a qualified lead"
        },
        {
          "id": "a13",
          "kind": "end",
          "lane": "ma",
          "next": [],
          "uses": [],
          "label": "Lead goes back to nurture"
        }
      ],
      "title": "Score a lead and hand off the MQL to sales",
      "parent": null
    },
    "m_score": {
      "id": "m_score",
      "lanes": [
        {
          "id": "s_ops",
          "name": "Marketing ops",
          "type": "person"
        },
        {
          "id": "s_ma",
          "name": "Marketing automation",
          "type": "system"
        }
      ],
      "steps": [
        {
          "id": "s1",
          "kind": "start",
          "lane": "s_ops",
          "next": [
            {
              "to": "s2"
            }
          ],
          "uses": [],
          "label": "Agree the scoring rules with sales"
        },
        {
          "id": "s2",
          "kind": "task",
          "lane": "s_ma",
          "next": [
            {
              "to": "s3"
            }
          ],
          "uses": [],
          "label": "Add fit points: job title, industry, company size"
        },
        {
          "id": "s3",
          "kind": "task",
          "lane": "s_ma",
          "next": [
            {
              "to": "s4"
            }
          ],
          "uses": [],
          "label": "Add engagement points: visits, opens, webinars"
        },
        {
          "id": "s4",
          "kind": "task",
          "lane": "s_ma",
          "next": [
            {
              "to": "s5"
            }
          ],
          "uses": [],
          "label": "Subtract points for weeks of silence"
        },
        {
          "id": "s5",
          "kind": "decision",
          "lane": "s_ma",
          "next": [
            {
              "to": "s6",
              "label": "Yes"
            },
            {
              "to": "s7",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Asked for a demo or pricing?"
        },
        {
          "id": "s6",
          "kind": "task",
          "lane": "s_ma",
          "next": [
            {
              "to": "s7"
            }
          ],
          "uses": [],
          "label": "Fast-track straight to MQL"
        },
        {
          "id": "s7",
          "kind": "end",
          "lane": "s_ma",
          "next": [],
          "uses": [],
          "label": "Score updated"
        }
      ],
      "title": "Score fit and engagement",
      "parent": {
        "map": "m_root",
        "step": "a3"
      }
    }
  }
}
```