Design a Sales and Marketing Handoff
A handoff for MQLs, context, ownership, and feedback.
Set the scope
Design a Sales and Marketing Handoff starts with a written boundary. Name the event, the source, the owner, the evidence, and the point where the work must stop.
The main risk is that a lead can arrive without context or an owner. Record the source and time before changing a status.
Capture the evidence
A usable record includes lead, source, intent, score, owner, and next action. Keep the source beside the record so another reviewer can reconstruct what happened.
The revenue operations lead confirms the decision or exception. The support role can check the record, route the lead, and track feedback, but should not fill a gap with an assumption.
Separate preparation from judgment
Decisions about qualification and targeting decisions remain with the authorized owner. Use three labels: proceed, pause for missing evidence, and escalate.
Apply the labels to real examples. The record should show the current state and the next owner.
Run the review
Review handoff time, missing context, and rejection reasons. Sort by age, owner, and exception reason.
For example, a lead is rejected without a reason. Record what evidence was available and who owned the next step.
Pilot one workflow
Start with one channel. Test the checklist on a small batch and review exceptions with the owner.
Expand only after the workflow produces a reviewable record and a predictable review rhythm.
Related GTM guides
Frequently asked questions
What should stay with the accountable owner for sales marketing handoff?
Decisions about qualification and targeting decisions and any exception outside the written rule stay with the authorized owner.
What should the support role record?
The approved action, source evidence, current status, exception, and next owner.