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/exit criteria and owners for each stage.

Combine explicit scoring (firmographics like company size and title), implicit scoring (behaviors like demo requests and pricing visits), 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 up to 21x more likely; after 30 minutes conversion drops sharply. Implement instant rep notifications, a 5-minute SLA task, and escalation to a backup rep at 15 minutes and a manager at 30 minutes.

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 prevent regression.

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

No. RevOps covers the systems, processes, and data infrastructure connecting marketing to revenue, not email copywriting. For outbound prospecting emails, use the cold-email skill; for nurture sequences, use the emails skill.