[ Blog ] Defining a ‘Sales-Ready Lead’ in Salesforce Using This Planning Framework

Do you need to know how to define a sales-ready lead in Salesforce? As a marketer, you might be responsible for sending marketing emails, monitoring your prospects’ activity or passing leads through to sales. But how do you know when a lead is sales-ready? Every organisation has their own definition of a sales-ready lead. Keeping this definition universal between marketing and sales departments is, however, a challenge.

What does this type of lead look like to your company?

An excellent way to define what a lead means to your business is to facilitate a workshop, or by following a process that aligns sales and marketing, so they agree on a universal lead definition.

Here’s an example process.

REVIEW - Understand what type of leads are generated, how leads are processed and how they’re passed over to sales.

WORKSHOP - Facilitate a workshop and invite all key stakeholders (as a minimum, a senior marketing person and senior sales team member should be present). Set objectives to examine what you want to achieve through lead prioritisation. It is here that you’ll identify the elements that need to go into a formal document.

DOCUMENTATION - All stakeholders must agree on a documented approach. Items to record include:

–    Lead allocation rules

–    Lead profile scoring framework

–    Lead behavioural scoring framework

–    Content to be scored

–    Lead management process i.e. definitions for each stage

–    Defined SLAs (Service Level Agreements)

–    How progress will be monitored

–    Timelines, roles and responsibilities

IMPLEMENTATION - The agreed timelines, roles and responsibilities must be adhered to, and the process should be thoroughly tested before going live.

EVALUATE - Organise regular review meetings to track the progress of your strategy. All key stakeholders should be present at this stage for a well-rounded view.


To understand more about lead statuses and to achieve the alignment between marketing and sales, read our ‘Guide to Lead Prioritisation in Salesforce’, where we can help you to eradicate lead generation challenges, resulting in a happier, more confident and more successful sales team.

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