feat: classy dark one-pager with modal, webhook, shiny gold, sticky nav
This commit is contained in:
oliver
@@ -0,0 +1,278 @@
|
||||
# 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)
|
||||
Reference in New Issue
Block a user