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.agents/skills/revops/references/automation-playbooks.md

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+# Automation Playbooks
+
+Platform-specific workflow recipes for HubSpot, Salesforce, scheduling tools, and cross-tool automation.
+
+## HubSpot Workflow Recipes
+
+### 1. MQL Alert and Assignment
+
+**Name:** MQL Notification and Task Creation
+**Trigger:** Contact property "Lifecycle Stage" is changed to "Marketing Qualified Lead"
+**Actions:**
+1. Rotate contact owner among sales team (round-robin)
+2. Send internal email notification to contact owner with lead context
+3. Create task: "Follow up with [Contact Name]" — due in 4 hours
+4. Send Slack notification to #sales-alerts channel
+5. Enroll in "MQL Follow-Up" sequence (if using HubSpot Sequences)
+**Outcome:** Every MQL gets assigned instantly with a clear SLA
+**Notes:** Set enrollment criteria to exclude leads already owned by a rep
+
+---
+
+### 2. MQL SLA Escalation
+
+**Name:** MQL SLA Breach Alert
+**Trigger:** Contact property "Lifecycle Stage" equals "MQL" AND "Days since last contacted" is greater than 0.5 (12 hours)
+**Actions:**
+1. Send internal email to contact owner: "SLA warning: [Contact Name] has not been contacted"
+2. If still no activity after 24 hours → send alert to sales manager
+3. If still no activity after 48 hours → reassign contact owner via rotation
+4. Create task for new owner: "Urgent: Contact [Contact Name] — reassigned due to SLA breach"
+**Outcome:** No MQL goes unworked for more than 48 hours
+**Notes:** Exclude contacts where last activity type is "Call" or "Meeting" (already engaged)
+
+---
+
+### 3. Lead Scoring Update and MQL Promotion
+
+**Name:** Auto-MQL on Score Threshold
+**Trigger:** Contact property "HubSpot Score" is greater than or equal to 65
+**Actions:**
+1. Set lifecycle stage to "Marketing Qualified Lead"
+2. Set "MQL Date" to current date
+3. Suppress from marketing nurture workflows
+4. Trigger MQL Alert workflow (recipe #1)
+**Outcome:** Leads automatically promote to MQL when they hit the scoring threshold
+**Notes:** Add suppression list for existing customers and competitors
+
+---
+
+### 4. Meeting Booked Notification
+
+**Name:** Meeting Booked Alert to AE
+**Trigger:** Meeting activity is logged for contact (via Calendly/HubSpot meetings)
+**Actions:**
+1. Send internal email to contact owner with meeting details
+2. Update contact property "Last Meeting Booked" to current date
+3. If lifecycle stage is "Lead" → update to "MQL"
+4. Create task: "Prepare for meeting with [Contact Name]" — due 1 hour before meeting
+5. Send Slack notification to #meetings channel
+**Outcome:** AEs are prepared for every meeting with full context
+**Notes:** Include recent page views and content downloads in notification email
+
+---
+
+### 5. Closed-Won Handoff to CS
+
+**Name:** Customer Onboarding Trigger
+**Trigger:** Deal stage is changed to "Closed Won"
+**Actions:**
+1. Update associated contact lifecycle stage to "Customer"
+2. Set "Customer Since" date to current date
+3. Assign contact owner to CS team member (based on segment/territory)
+4. Create task for CS: "Schedule kickoff call with [Company Name]" — due in 2 business days
+5. Enroll contact in "Customer Onboarding" email sequence
+6. Send internal notification to CS manager
+7. Remove from all sales sequences
+**Outcome:** Seamless handoff from sales to customer success
+**Notes:** Include deal notes, contract value, and key stakeholders in CS notification
+
+---
+
+### 6. Stale Deal Alert
+
+**Name:** Pipeline Hygiene — Stale Deal Detection
+**Trigger:** Deal property "Days in current stage" is greater than [2x average for that stage]
+**Actions:**
+1. Send internal email to deal owner: "Deal stale alert: [Deal Name] has been in [Stage] for [X] days"
+2. Create task: "Update or close [Deal Name]" — due in 3 business days
+3. If no update after 7 days → alert sales manager
+4. Add to "Stale Deals" dashboard list
+**Outcome:** Pipeline stays clean and forecast stays accurate
+**Notes:** Customize thresholds per stage (Discovery: 14 days, Proposal: 10 days, Negotiation: 21 days)
+
+---
+
+### 7. Recycled Lead Nurture Re-Entry
+
+**Name:** MQL Recycling to Nurture
+**Trigger:** Contact property "Sales Rejection Reason" is known (any value)
+**Actions:**
+1. Update lifecycle stage to "Recycled"
+2. Reset engagement score to baseline (keep fit score)
+3. Enroll in "Recycled Lead Nurture" sequence (lower frequency)
+4. Set "Recycle Date" to current date
+5. Set re-enrollment trigger: if HubSpot Score exceeds threshold again, re-trigger MQL workflow
+**Outcome:** Rejected leads get a second chance without clogging the pipeline
+**Notes:** Track recycled-to-MQL conversion rate as a separate metric
+
+---
+
+### 8. Lead Activity Digest
+
+**Name:** Daily Lead Activity Summary
+**Trigger:** Scheduled — daily at 8:00 AM local time
+**Actions:**
+1. Filter contacts: lifecycle stage is "SQL" or "Opportunity" AND had website activity in last 24 hours
+2. Send digest email to each contact owner with their leads' activity
+3. Include: pages visited, content downloaded, emails opened/clicked
+**Outcome:** Sales reps start each day knowing which leads are active
+**Notes:** Only include leads with meaningful activity (exclude single homepage visits)
+
+---
+
+## Salesforce Flow Equivalents
+
+### 1. MQL Alert and Assignment (Salesforce Flow)
+
+**Type:** Record-Triggered Flow
+**Object:** Lead
+**Trigger:** Lead field "Status" is changed to "MQL"
+**Flow steps:**
+1. Get Records: Query "Rep Assignment" custom object for next available rep
+2. Update Records: Set Lead Owner to assigned rep
+3. Create Records: Create Task — "Contact MQL: {Lead.Name}" with due date = NOW + 4 hours
+4. Action: Send email alert to new lead owner
+5. Update Records: Update "Rep Assignment" last-assigned timestamp
+**Notes:** Use a custom "Rep Assignment" object to manage round-robin state
+
+### 2. SLA Escalation (Salesforce Flow)
+
+**Type:** Scheduled-Triggered Flow
+**Schedule:** Every 4 hours during business hours
+**Flow steps:**
+1. Get Records: Leads where Status = "MQL" AND LastActivityDate < TODAY - 1
+2. Decision: Is lead older than 48 hours with no activity?
+   - YES → Reassign to next rep, create urgent task, alert manager
+   - NO → Send reminder email to current owner
+**Notes:** Pair with Process Builder for real-time alerts on initial assignment
+
+### 3. Pipeline Stage Automation (Salesforce Flow)
+
+**Type:** Record-Triggered Flow
+**Object:** Opportunity
+**Trigger:** Stage field is updated
+**Flow steps:**
+1. Decision: Which stage was it changed to?
+2. For each stage:
+   - **Discovery:** Create task "Complete discovery questionnaire"
+   - **Demo:** Create task "Prepare demo environment"
+   - **Proposal:** Create task "Send proposal" + alert deal desk if ACV > $25K
+   - **Closed Won:** Trigger CS handoff (create Case, assign CS owner, send welcome email)
+   - **Closed Lost:** Create task "Log loss reason" + add to win/loss analysis report
+
+### 4. Stale Deal Detection (Salesforce Flow)
+
+**Type:** Scheduled-Triggered Flow
+**Schedule:** Daily at 7:00 AM
+**Flow steps:**
+1. Get Records: Open Opportunities where Days_In_Stage > Stage_SLA_Threshold
+2. Loop through results:
+   - Create Task: "Update stale deal: {Opportunity.Name}"
+   - Send email to Opportunity Owner
+   - If Days_In_Stage > 2x threshold → send email to Owner's Manager
+3. Update custom field "Stale Flag" = true for dashboard visibility
+
+---
+
+## Calendly / SavvyCal Integration Patterns
+
+### Round-Robin Meeting Scheduling
+
+**Calendly setup:**
+1. Create a team event type with all eligible reps
+2. Distribution: "Optimize for equal distribution"
+3. Availability: Each rep manages their own calendar
+4. Buffer: 15 min before and after meetings
+5. Minimum notice: 4 hours (avoid last-minute bookings)
+
+**CRM integration:**
+1. Calendly webhook fires on booking
+2. Match invitee email to CRM contact
+3. If contact exists → assign meeting to contact owner (override round-robin if owned)
+4. If new contact → create lead, assign via routing rules, log meeting
+5. Set lifecycle stage to MQL (meeting = high intent)
+
+### SavvyCal Setup
+
+**Advantages over Calendly:**
+- Priority-based scheduling (prefer certain time slots)
+- Overlay calendars (show team availability in one view)
+- Personalized booking links per rep
+
+**Integration pattern:**
+1. Create team scheduling link with priority rules
+2. Webhook on booking → Zapier/Make → CRM
+3. Match or create contact, assign owner, create task
+4. Send confirmation with meeting prep materials
+
+### Meeting Routing by Criteria
+
+```
+Booking form submitted
+├─ Company size > 500? (form field)
+│  ├─ YES → Route to enterprise AE calendar
+│  └─ NO ↓
+├─ Existing customer? (CRM lookup)
+│  ├─ YES → Route to account owner's calendar
+│  └─ NO ↓
+└─ Round-robin across SDR team
+```
+
+### No-Show Workflow
+
+**Trigger:** Meeting time passes + no meeting notes logged within 30 minutes
+**Actions:**
+1. Wait 30 minutes after scheduled meeting time
+2. Check: Was a call or meeting logged?
+   - YES → No action
+   - NO → Send "Sorry we missed you" email to prospect
+3. Create task: "Reschedule with [Contact Name]" — due next business day
+4. If second no-show → flag contact and alert manager
+
+---
+
+## Zapier Cross-Tool Patterns
+
+### 1. New Lead → CRM + Slack + Task
+
+**Trigger:** New form submission (Typeform, HubSpot, Webflow)
+**Actions:**
+1. Create/update contact in CRM
+2. Enrich with Clearbit (if available)
+3. Post to Slack #new-leads with enriched data
+4. Create task in project management tool (Asana, Linear)
+
+### 2. Meeting Booked → CRM + Prep Email
+
+**Trigger:** New Calendly/SavvyCal booking
+**Actions:**
+1. Find or create CRM contact
+2. Update lifecycle stage to MQL
+3. Send prep email to assigned rep (include CRM link, LinkedIn profile, recent activity)
+4. Create pre-meeting task
+
+### 3. Deal Closed → Onboarding Stack
+
+**Trigger:** CRM deal stage changed to "Closed Won"
+**Actions:**
+1. Create customer record in CS tool (Vitally, Gainsight, ChurnZero)
+2. Add to onboarding project template
+3. Send welcome email via email tool
+4. Create Slack channel: #customer-[company-name]
+5. Notify CS team in Slack
+
+### 4. Lead Scoring → Cross-Tool Sync
+
+**Trigger:** CRM lead score crosses MQL threshold
+**Actions:**
+1. Update marketing automation platform status
+2. Add to retargeting audience (Facebook, Google Ads)
+3. Trigger SDR outreach sequence
+4. Log event in analytics (Mixpanel, Amplitude)
+
+### 5. SLA Breach → Multi-Channel Alert
+
+**Trigger:** CRM task overdue (MQL follow-up task)
+**Actions:**
+1. Send Slack DM to rep
+2. Send email to rep
+3. If 2+ hours overdue → Slack DM to manager
+4. If 4+ hours overdue → reassign in CRM (via webhook back to CRM)
+
+### 6. Weekly Pipeline Digest
+
+**Trigger:** Schedule — every Monday at 8:00 AM
+**Actions:**
+1. Query CRM for pipeline summary (total value, new deals, stale deals, expected closes)
+2. Format as summary
+3. Post to Slack #sales-team
+4. Send email digest to sales leadership

.agents/skills/revops/references/lifecycle-definitions.md

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+# Lifecycle Stage Definitions
+
+Complete templates for lead lifecycle stages, MQL criteria by business type, SLAs, and rejection/recycling workflows.
+
+## Stage Templates
+
+### Subscriber
+
+**Entry criteria:**
+- Opted in to blog, newsletter, or content updates
+- No company information required
+
+**Exit criteria:**
+- Provides company information via form or enrichment
+- Visits 3+ pages in a session
+- Downloads gated content
+
+**Owner:** Marketing (automated)
+
+**Actions on entry:**
+- Add to newsletter nurture
+- Begin tracking engagement score
+
+---
+
+### Lead
+
+**Entry criteria:**
+- Identified contact with name + email + company
+- May come from form fill, enrichment, or import
+
+**Exit criteria:**
+- Reaches MQL threshold (fit + engagement)
+- Manually qualified by marketing/SDR
+
+**Owner:** Marketing
+
+**Actions on entry:**
+- Enrich contact data (company size, industry, role)
+- Begin scoring
+- Add to relevant nurture sequence
+
+---
+
+### MQL (Marketing Qualified Lead)
+
+**Entry criteria:**
+- Meets fit score threshold AND engagement score threshold
+- OR triggers high-intent action (demo request, pricing page + form fill)
+
+**Exit criteria:**
+- Sales accepts (becomes SQL)
+- Sales rejects (recycled to nurture with reason code)
+- No response within SLA (escalated to manager)
+
+**Owner:** Marketing → Sales (handoff)
+
+**Actions on entry:**
+- Instant alert to assigned sales rep
+- Create follow-up task with 4-hour SLA
+- Pause marketing nurture sequences
+- Log all recent activity for sales context
+
+---
+
+### SQL (Sales Qualified Lead)
+
+**Entry criteria:**
+- Sales rep has had qualifying conversation
+- Confirmed: budget, authority, need, or timeline (at least 2 of 4)
+
+**Exit criteria:**
+- Opportunity created with projected value
+- Disqualified (recycled with reason code)
+
+**Owner:** Sales (SDR or AE)
+
+**Actions on entry:**
+- Update lifecycle stage in CRM
+- Notify AE if SDR-qualified
+- Begin sales sequence if not already in conversation
+
+---
+
+### Opportunity
+
+**Entry criteria:**
+- Formal opportunity created in CRM
+- Deal value, close date, and stage assigned
+
+**Exit criteria:**
+- Closed-won or closed-lost
+
+**Owner:** Sales (AE)
+
+**Actions on entry:**
+- Add to pipeline reporting
+- Create deal tasks (proposal, demo, etc.)
+- Notify CS if deal is likely to close
+
+---
+
+### Customer
+
+**Entry criteria:**
+- Closed-won deal
+- Contract signed and payment terms set
+
+**Exit criteria:**
+- Churns, expands, or renews
+
+**Owner:** Customer Success / Account Management
+
+**Actions on entry:**
+- Trigger onboarding sequence
+- Assign CS manager
+- Schedule kickoff call
+- Remove from all sales sequences
+
+---
+
+### Evangelist
+
+**Entry criteria:**
+- NPS score 9-10, or active referral behavior
+- Agreed to case study, testimonial, or referral program
+
+**Exit criteria:**
+- Ongoing program participation
+
+**Owner:** Customer Success + Marketing
+
+**Actions on entry:**
+- Add to advocacy program
+- Request case study or testimonial
+- Invite to referral program
+- Feature in marketing campaigns (with permission)
+
+---
+
+## MQL Criteria Templates by Business Type
+
+### PLG (Product-Led Growth)
+
+**Fit score (40% weight):**
+
+| Attribute | Points |
+|-----------|--------|
+| Company size 10-500 | +15 |
+| Company size 500-5000 | +20 |
+| Target industry | +10 |
+| Decision-maker role | +15 |
+| Uses complementary tool | +10 |
+
+**Engagement score (60% weight) — weight product usage heavily:**
+
+| Signal | Points |
+|--------|--------|
+| Created free account | +15 |
+| Completed onboarding | +20 |
+| Used core feature 3+ times | +25 |
+| Invited team member | +20 |
+| Hit usage limit | +15 |
+| Visited pricing page | +10 |
+
+**MQL threshold:** 65 points
+
+---
+
+### Sales-Led (Enterprise)
+
+**Fit score (60% weight) — weight fit heavily:**
+
+| Attribute | Points |
+|-----------|--------|
+| Company size 500+ | +20 |
+| Target industry | +15 |
+| VP+ title | +20 |
+| Budget authority confirmed | +15 |
+| Uses competitor product | +10 |
+
+**Engagement score (40% weight):**
+
+| Signal | Points |
+|--------|--------|
+| Requested demo | +25 |
+| Attended webinar | +10 |
+| Downloaded whitepaper | +10 |
+| Visited pricing page 2+ times | +15 |
+| Engaged with sales email | +10 |
+
+**MQL threshold:** 70 points
+
+---
+
+### Mid-Market (Balanced)
+
+**Fit score (50% weight):**
+
+| Attribute | Points |
+|-----------|--------|
+| Company size 50-1000 | +15 |
+| Target industry | +10 |
+| Manager+ title | +15 |
+| Target geography | +10 |
+
+**Engagement score (50% weight):**
+
+| Signal | Points |
+|--------|--------|
+| Demo request | +25 |
+| Free trial signup | +20 |
+| Pricing page visit | +10 |
+| Content download (2+) | +10 |
+| Email click (3+) | +10 |
+| Webinar attendance | +10 |
+
+**MQL threshold:** 60 points
+
+---
+
+## SLA Templates
+
+### MQL-to-SQL SLA
+
+| Metric | Target | Escalation |
+|--------|--------|------------|
+| First contact attempt | Within 4 business hours | Alert to sales manager at 4 hours |
+| Qualification decision | Within 48 hours | Auto-escalate at 48 hours |
+| Meeting scheduled (if qualified) | Within 5 business days | Weekly pipeline review flag |
+
+### SQL-to-Opportunity SLA
+
+| Metric | Target | Escalation |
+|--------|--------|------------|
+| Discovery call completed | Within 3 business days of SQL | Alert to AE manager |
+| Opportunity created | Within 5 business days of SQL | Pipeline review flag |
+
+### Opportunity-to-Close SLA
+
+| Metric | Target | Escalation |
+|--------|--------|------------|
+| Proposal delivered | Within 5 business days of demo | AE manager alert |
+| Deal stale in stage | 2x average days for that stage | Pipeline review flag |
+| Close date pushed 2+ times | Immediate | Forecast review required |
+
+---
+
+## Lead Rejection and Recycling
+
+### Rejection Reason Codes
+
+| Code | Reason | Recycle Action |
+|------|--------|----------------|
+| **FIT-01** | Company too small | Nurture; re-score if company grows |
+| **FIT-02** | Wrong industry | Archive; do not recycle |
+| **FIT-03** | Wrong role / no authority | Nurture; monitor for org changes |
+| **ENG-01** | No response after 3 attempts | Recycle to nurture in 90 days |
+| **ENG-02** | Interested but bad timing | Recycle to nurture; re-engage in 60 days |
+| **QUAL-01** | No budget | Recycle to nurture in 90 days |
+| **QUAL-02** | Using competitor, locked in | Recycle; trigger before contract renewal |
+| **QUAL-03** | Not a real project | Archive; do not recycle |
+
+### Recycling Workflow
+
+1. Sales rejects MQL with reason code
+2. CRM updates lifecycle stage to "Recycled"
+3. Lead enters recycling nurture sequence (different from original nurture)
+4. Engagement score resets to baseline (keep fit score)
+5. If lead re-engages and crosses MQL threshold, re-route to sales with "Recycled MQL" flag
+6. Track recycled MQL conversion rate separately
+
+### Recycling Nurture Sequence
+
+- **Frequency:** Bi-weekly or monthly (lower frequency than initial nurture)
+- **Content:** Industry insights, case studies, product updates
+- **Duration:** 6 months, then archive if no engagement
+- **Re-MQL trigger:** High-intent action (demo request, pricing page revisit)

.agents/skills/revops/references/routing-rules.md

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+# Lead Routing Rules
+
+Decision trees, platform-specific configurations, territory routing, ABM routing, and speed-to-lead benchmarks.
+
+## Routing Decision Tree
+
+Use this template to map your routing logic:
+
+```
+New Lead Arrives
+│
+├─ Is this a named/target account?
+│  ├─ YES → Route to assigned account owner
+│  └─ NO ↓
+│
+├─ Is ACV likely > $50K? (based on company size + industry)
+│  ├─ YES → Route to enterprise AE team
+│  └─ NO ↓
+│
+├─ Is this a PLG signup with team usage?
+│  ├─ YES → Route to PLG sales specialist
+│  └─ NO ↓
+│
+├─ Does lead match a territory?
+│  ├─ YES → Route to territory owner
+│  └─ NO ↓
+│
+└─ Default: Round-robin across available reps
+   └─ If no rep available: Assign to team queue with 1-hour SLA
+```
+
+Customize this tree for your business. The key principle: **route to the most specific match first, fall back to general.**
+
+---
+
+## Round-Robin Configuration
+
+### Basic Round-Robin Rules
+
+1. Distribute leads evenly across eligible reps
+2. Skip reps who are on PTO, at capacity, or have a full pipeline
+3. Weight by quota attainment (reps below quota get slight priority)
+4. Reset distribution count weekly or monthly
+5. Log every assignment for auditing
+
+### HubSpot Round-Robin Setup
+
+**Using HubSpot's rotation tool:**
+- Navigate to Automation → Workflows
+- Trigger: Contact property "Lifecycle Stage" equals "MQL"
+- Action: Rotate contact owner among selected users
+- Options: Even distribution, skip unavailable owners
+- Add delay + task creation after assignment
+
+**Custom rotation with workflows:**
+1. Create a custom property "Rotation Counter" (number)
+2. Workflow trigger: New MQL created
+3. Branch by rotation counter value (0, 1, 2... for each rep)
+4. Set contact owner to corresponding rep
+5. Increment counter (reset at max)
+6. Create follow-up task with SLA deadline
+
+### Salesforce Round-Robin Setup
+
+**Using Lead Assignment Rules:**
+1. Setup → Feature Settings → Marketing → Lead Assignment Rules
+2. Create rule entries in priority order (most specific first)
+3. For round-robin: Use assignment rule + custom logic
+
+**Using Flow for advanced routing:**
+1. Create a Record-Triggered Flow on Lead creation
+2. Get Records: Query a custom "Rep Queue" object for next available rep
+3. Decision element: Check rep availability, capacity, territory
+4. Update Records: Assign lead owner
+5. Create Task: Follow-up task with SLA
+6. Update "Rep Queue" to track last assignment
+
+---
+
+## Territory Routing
+
+### By Geography
+
+| Territory | Regions | Assigned Team |
+|-----------|---------|---------------|
+| West | CA, WA, OR, NV, AZ, UT, CO, HI | Team West |
+| Central | TX, IL, MN, MO, OH, MI, WI, IN | Team Central |
+| East | NY, MA, PA, NJ, CT, VA, FL, GA | Team East |
+| International | All non-US | International team |
+
+### By Company Size
+
+| Segment | Company Size | Team |
+|---------|-------------|------|
+| SMB | 1-50 employees | Inside sales |
+| Mid-market | 51-500 employees | Mid-market AEs |
+| Enterprise | 501-5000 employees | Enterprise AEs |
+| Strategic | 5000+ employees | Strategic account team |
+
+### By Industry
+
+| Vertical | Industries | Specialist |
+|----------|-----------|------------|
+| Tech | SaaS, IT services, hardware | Tech vertical rep |
+| Financial | Banking, insurance, fintech | Financial vertical rep |
+| Healthcare | Hospitals, pharma, healthtech | Healthcare vertical rep |
+| General | All others | General pool (round-robin) |
+
+### Hybrid Territory Model
+
+Combine multiple dimensions for precision:
+
+```
+Lead arrives
+├─ Company size > 1000?
+│  ├─ YES → Enterprise team
+│  │  └─ Sub-route by geography
+│  └─ NO ↓
+├─ Industry = Healthcare or Financial?
+│  ├─ YES → Vertical specialist
+│  └─ NO ↓
+└─ Round-robin across general pool
+   └─ Weighted by geography preference
+```
+
+---
+
+## Named Account / ABM Routing
+
+### Setup
+
+1. **Define target account list** (typically 50-500 accounts)
+2. **Assign account owners** in CRM (1 rep per account)
+3. **Match logic:** Any lead from a target account domain routes to account owner
+4. **Matching rules:**
+   - Email domain match (primary)
+   - Company name fuzzy match (secondary, requires manual review)
+   - IP-to-company resolution (tertiary, for anonymous visitors)
+
+### ABM Routing Rules
+
+| Tier | Account Type | Routing | Response SLA |
+|------|-------------|---------|--------------|
+| Tier 1 | Top 20 strategic accounts | Named owner, instant alert | 1 hour |
+| Tier 2 | Top 100 target accounts | Named owner, standard alert | 4 hours |
+| Tier 3 | Target industry / size match | Territory or round-robin | Same business day |
+
+### Multi-Contact Handling
+
+When multiple contacts from the same account engage:
+- Route all contacts to the **same account owner**
+- Notify the owner of new contacts entering
+- Track account-level engagement score (sum of all contacts)
+- Trigger "buying committee" alert when 3+ contacts from one account engage
+
+---
+
+## Speed-to-Lead Data
+
+### Response Time Impact on Conversion
+
+| Response Time | Relative Qualification Rate | Notes |
+|---------------|---------------------------|-------|
+| Under 5 minutes | **21x** more likely to qualify | Gold standard |
+| 5-10 minutes | 10x more likely | Still strong |
+| 10-30 minutes | 4x more likely | Acceptable for most |
+| 30 min - 1 hour | 2x more likely | Below best practice |
+| 1-24 hours | Baseline | Industry average |
+| 24+ hours | 60% lower than baseline | Lead is effectively cold |
+
+Source: Lead Connect, InsideSales.com
+
+### Implementing Speed-to-Lead
+
+1. **Instant notification** — Push notification + email to rep on MQL creation
+2. **Auto-task with timer** — Create task with 5-minute SLA countdown
+3. **Escalation chain:**
+   - 5 min: Original rep alerted
+   - 15 min: Backup rep alerted
+   - 30 min: Manager alerted
+   - 1 hour: Lead reassigned to next available rep
+4. **Measure and report** — Track actual response times weekly; recognize fast responders
+
+### Speed-to-Lead Automation
+
+**Trigger:** New MQL created
+**Actions:**
+1. Assign to rep via routing rules (instant)
+2. Send push notification + email to rep
+3. Create task: "Contact [Lead Name] — 5 min SLA"
+4. Start SLA timer
+5. If no activity logged in 15 min → alert backup rep
+6. If no activity in 30 min → alert manager
+7. If no activity in 60 min → reassign via round-robin
+
+### Measuring Speed-to-Lead
+
+Track these metrics weekly:
+- **Average time to first contact** (from MQL creation to first call/email)
+- **Median time to first contact** (less skewed by outliers)
+- **% of leads contacted within SLA** (target: 90%+)
+- **Contact rate by time of day** (identify coverage gaps)
+- **Conversion rate by response time** (prove the ROI of speed)

.agents/skills/revops/references/scoring-models.md

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+# Lead Scoring Models
+
+Detailed scoring templates, example models by business type, and calibration guidance.
+
+## Explicit Scoring Template (Fit)
+
+### Company Attributes
+
+| Attribute | Criteria | Points |
+|-----------|----------|--------|
+| **Company size** | 1-10 employees | +5 |
+| | 11-50 employees | +10 |
+| | 51-200 employees | +15 |
+| | 201-1000 employees | +20 |
+| | 1000+ employees | +15 (unless enterprise-focused, then +25) |
+| **Industry** | Primary target industry | +20 |
+| | Secondary target industry | +10 |
+| | Non-target industry | 0 |
+| **Revenue** | Under $1M | +5 |
+| | $1M-$10M | +10 |
+| | $10M-$100M | +15 |
+| | $100M+ | +20 |
+| **Geography** | Primary market | +10 |
+| | Secondary market | +5 |
+| | Non-target market | 0 |
+
+### Contact Attributes
+
+| Attribute | Criteria | Points |
+|-----------|----------|--------|
+| **Job title** | C-suite (CEO, CTO, CMO) | +25 |
+| | VP level | +20 |
+| | Director level | +15 |
+| | Manager level | +10 |
+| | Individual contributor | +5 |
+| **Department** | Primary buying department | +15 |
+| | Adjacent department | +5 |
+| | Unrelated department | 0 |
+| **Seniority** | Decision maker | +20 |
+| | Influencer | +10 |
+| | End user | +5 |
+
+### Technology Attributes
+
+| Attribute | Criteria | Points |
+|-----------|----------|--------|
+| **Tech stack** | Uses complementary tool | +15 |
+| | Uses competitor | +10 (they understand the category) |
+| | Uses tool you replace | +20 |
+| **Tech maturity** | Modern stack (cloud, SaaS-forward) | +10 |
+| | Legacy stack | +5 |
+
+---
+
+## Implicit Scoring Template (Engagement)
+
+### High-Intent Signals
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Demo request** | +30 | None |
+| **Pricing page visit** | +20 | -5 per week |
+| **Free trial signup** | +25 | None |
+| **Contact sales form** | +30 | None |
+| **Case study page (2+)** | +15 | -5 per 2 weeks |
+| **Comparison page visit** | +15 | -5 per week |
+| **ROI calculator used** | +20 | -5 per 2 weeks |
+
+### Medium-Intent Signals
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Webinar registration** | +10 | -5 per month |
+| **Webinar attendance** | +15 | -5 per month |
+| **Whitepaper download** | +10 | -5 per month |
+| **Blog visit (3+ in a week)** | +10 | -5 per 2 weeks |
+| **Email click** | +5 per click | -2 per month |
+| **Email open (3+)** | +5 | -2 per month |
+| **Social media engagement** | +5 | -2 per month |
+
+### Low-Intent Signals
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Single blog visit** | +2 | -2 per month |
+| **Newsletter open** | +2 | -1 per month |
+| **Single email open** | +1 | -1 per month |
+| **Visited homepage only** | +1 | -1 per week |
+
+### Product Usage Signals (PLG)
+
+| Signal | Points | Decay |
+|--------|--------|-------|
+| **Created account** | +15 | None |
+| **Completed onboarding** | +20 | None |
+| **Used core feature (3+ times)** | +25 | -5 per month inactive |
+| **Invited team member** | +25 | None |
+| **Hit usage limit** | +20 | -10 per month |
+| **Exported data** | +10 | -5 per month |
+| **Connected integration** | +15 | None |
+| **Daily active for 5+ days** | +20 | -10 per 2 weeks inactive |
+
+---
+
+## Negative Scoring Signals
+
+| Signal | Points | Notes |
+|--------|--------|-------|
+| **Competitor email domain** | -50 | Auto-flag for review |
+| **Student email (.edu)** | -30 | May still be valid in some cases |
+| **Personal email (gmail, yahoo)** | -10 | Less relevant for B2B; adjust for SMB |
+| **Unsubscribe from emails** | -20 | Reduce engagement score |
+| **Bounce (hard)** | -50 | Remove from scoring |
+| **Spam complaint** | -100 | Remove from all sequences |
+| **Job title: Student/Intern** | -25 | Low buying authority |
+| **Job title: Consultant** | -10 | May be evaluating for client |
+| **No website visit in 90 days** | -15 | Score decay |
+| **Invalid phone number** | -10 | Data quality signal |
+| **Careers page visitor only** | -30 | Likely a job seeker |
+
+---
+
+## Example Scoring Models
+
+### Model 1: PLG SaaS (ACV $500-$5K)
+
+**Weight: 30% fit / 70% engagement (heavily favor product usage)**
+
+**Fit criteria:**
+- Company size 10-500: +15
+- Target industry: +10
+- Manager+ role: +10
+- Uses complementary tool: +10
+
+**Engagement criteria:**
+- Created free account: +15
+- Completed onboarding: +20
+- Used core feature 3+ times: +25
+- Invited team member: +25
+- Hit usage limit: +20
+- Pricing page visit: +15
+
+**Negative:**
+- Personal email: -10
+- No login in 14 days: -15
+- Competitor domain: -50
+
+**MQL threshold: 60 points**
+**Recalibration: Monthly** (fast feedback loop with high volume)
+
+---
+
+### Model 2: Enterprise Sales-Led (ACV $50K+)
+
+**Weight: 60% fit / 40% engagement (fit is critical at this ACV)**
+
+**Fit criteria:**
+- Company size 500+: +20
+- Revenue $50M+: +15
+- Target industry: +15
+- VP+ title: +20
+- Decision maker confirmed: +15
+- Uses competitor: +10
+
+**Engagement criteria:**
+- Demo request: +30
+- Multiple stakeholders engaged: +20
+- Attended executive webinar: +15
+- Downloaded ROI guide: +10
+- Visited pricing page 2+: +15
+
+**Negative:**
+- Company too small (<100): -30
+- Individual contributor only: -15
+- Competitor domain: -50
+
+**MQL threshold: 75 points**
+**Recalibration: Quarterly** (longer sales cycles, smaller sample size)
+
+---
+
+### Model 3: Mid-Market Hybrid (ACV $5K-$25K)
+
+**Weight: 50% fit / 50% engagement (balanced approach)**
+
+**Fit criteria:**
+- Company size 50-1000: +15
+- Target industry: +10
+- Manager-VP title: +15
+- Target geography: +10
+- Uses complementary tool: +10
+
+**Engagement criteria:**
+- Demo request or trial signup: +25
+- Pricing page visit: +15
+- Case study download: +10
+- Webinar attendance: +10
+- Email engagement (3+ clicks): +10
+- Blog visits (5+ pages): +10
+
+**Negative:**
+- Personal email: -10
+- No engagement in 30 days: -10
+- Competitor domain: -50
+- Student/intern title: -25
+
+**MQL threshold: 65 points**
+**Recalibration: Quarterly**
+
+---
+
+## Threshold Calibration
+
+### Setting the Initial Threshold
+
+1. **Pull closed-won data** from the last 6-12 months
+2. **Retroactively score** each deal using your new model
+3. **Find the natural breakpoint** — what score separated wins from losses?
+4. **Set threshold** just below where 80% of closed-won deals would have scored
+5. **Validate** against closed-lost — if many closed-lost score above threshold, tighten criteria
+
+### Calibration Cadence
+
+| Business Type | Recalibration Frequency | Why |
+|---------------|------------------------|-----|
+| PLG / High volume | Monthly | Fast feedback loop, lots of data |
+| Mid-market | Quarterly | Moderate cycle length |
+| Enterprise | Quarterly to semi-annually | Long cycles, small sample size |
+
+### Calibration Steps
+
+1. **Pull MQL-to-closed data** for the calibration period
+2. **Compare scored MQLs vs. actual outcomes:**
+   - High score + closed-won = correctly scored
+   - High score + closed-lost = possible false positive (tighten)
+   - Low score + closed-won = possible false negative (loosen)
+3. **Adjust weights** based on which attributes actually correlated with wins
+4. **Adjust threshold** if MQL volume is too high (raise) or too low (lower)
+5. **Document changes** and communicate to sales team
+
+### Warning Signs Your Model Needs Recalibration
+
+- MQL-to-SQL acceptance rate drops below 30%
+- Sales consistently rejects MQLs as "not ready"
+- High-scoring leads don't convert; low-scoring leads do
+- MQL volume spikes without corresponding revenue
+- New product/market changes since last calibration