Marketing Operations Toolbox

MQL Management Resources

This video series provides a step-by-step guide for sales teams to manage leads in CRM, from initial identification to opportunity creation.

1. MQL Identification Process
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Learn how potential customers are identified as Marketing Qualified Leads (MQLs) through campaign engagement, registration, and intent signals. This is the first step where the Campaign Marketing team captures and scores prospects to enter the sales funnel.

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2. MQL Triage Process
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Discover how all MQLs are collected in the CRM queue and triaged by the Pipeline team. This step ensures each lead is validated, prioritised, and assigned to the right sales resource for timely follow-up.

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3. MQL Qualification Process for Inside Sales
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Inside Sales reviews and nurtures assigned MQLs, evaluating their readiness and engaging them further. The goal is to develop the lead until it’s ready for handoff to Direct Sales or conversion to an opportunity.

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4. MQL Qualification Process for Direct Sales
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Direct Sales receives qualified MQLs, assesses their potential, and takes ownership of progressing them towards an opportunity. This video covers how to action, update, and reassign MQLs within CRM as needed.

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5. SQL Conversion Process
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This final stage explains how a qualified MQL is converted into a Sales Qualified Lead (SQL) and an opportunity is created in CRM. It details the steps for opportunity creation, attribution, and tracking through the sales pipeline.

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Additional Resources:

1. MQL Management Process Overview
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A guide to MQL notifications, updates, and conversions process in Salesforce.

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2. MQL Quick Guide
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A brief guide to the MQL management process.

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