revops

An MQL requires both fit (company size, industry, role) and engagement (pricing page visits, demo requests) above a set threshold. An SQL requires a qualifying sales conversation confirming at least two of budget, authority, need, or timeline. Document entry and exit criteria plus an owner for each stage.

Combine explicit fit scoring (company size, title, industry) with implicit engagement scoring (page visits, downloads, product usage) and negative scoring (competitor domains, unsubscribes). Set an MQL threshold around 60-75 points, validate against closed-won history, and recalibrate quarterly.

Contacting a lead within 5 minutes makes qualification roughly 21x more likely; after 30 minutes conversion drops sharply. Set a 4-hour maximum first-contact SLA with escalation to a manager and reassignment if the rep misses it.

Run deduplication using email domain, company name, and phone as match keys, enforce required fields per lifecycle stage, and replace free-text fields with picklists. Schedule weekly automated dedup and quarterly audits to keep data clean over time.

Add a deal desk when deals exceed roughly $25K ACV or involve non-standard terms like net-90 payment, multi-year contracts, or discounts above 40%. Use tiered approvals: managers for 10-20% discounts, VP Sales for 20-40%, and finance plus legal for enterprise terms.

No, it covers revenue systems and processes rather than email copywriting. For outbound prospecting emails it defers to the cold-email skill, and for nurture sequences it references the emails skill.