PE-301b · Module 3

Sales-Marketing Alignment

3 min read

Lead scoring is the mechanism that operationalizes the sales-marketing service level agreement. Marketing commits to delivering leads above the MQL threshold. Sales commits to following up on those leads within the defined SLA. The scoring system provides the shared definition of "qualified" that both teams can measure and be held accountable against. Without it, "qualified" means whatever each team needs it to mean in that moment.

Do This

  • Define MQL and SQL thresholds jointly with sales and marketing leadership — shared ownership produces shared accountability
  • Review the threshold weekly for the first quarter to calibrate — a new scoring system needs rapid iteration
  • Publish a weekly report showing MQL volume, SQL conversion rate, and SLA compliance for both teams

Avoid This

  • Let marketing set the MQL threshold unilaterally — sales will reject leads they did not help define as qualified
  • Set thresholds once and never revisit — the definition of qualified evolves with the market
  • Blame scoring when the problem is lead quality or follow-up execution — diagnose before concluding

The most productive alignment meeting is a monthly review where both teams examine the same data: how many MQLs were generated, what was the MQL-to-SQL conversion rate, what was the average score of converted versus non-converted MQLs, and were any high-score leads not followed up on within the SLA? The data keeps the conversation factual and the accountability shared.