Lifecycle & demand · 6 weeks · fixed price
Stages that mean the same thing to marketing and sales.
MQL, SQL and opportunity defined once and enforced in the platform, with nurture built on real behaviour and the reporting rebuilt alongside it — so the lift is attributable rather than asserted.
What you get
Deliverables, named before we start.
One set of definitions
MQL, SQL, opportunity and recycled, agreed in a room with sales present, then written into the platform so the definition and the behaviour cannot drift apart.
Stage enforcement
Records cannot skip stages or move backwards silently. Every transition is logged with the trigger that caused it.
A handoff that lands
Routing by territory, segment and availability, with speed-to-lead measured from form fill rather than from record creation.
Nurture on real behaviour
Persona-branching tracks built from what people actually did, replacing the generic drip that books nothing.
Reporting rebuilt alongside
Stage conversion, velocity and cohort views built as the programmes go live, so the before and after are measured on the same basis.
The operating manual
What each stage means, who owns it, and what to do when a record is in the wrong one.
How it runs
Week by week.
Definitions workshop
Recorded session with marketing and sales. Disagreement surfaces here, on purpose, rather than at the quarterly review.
Current-state trace
How records move today, including the transitions nobody intended. Counted, not described.
Build the model
Stages, triggers and routing implemented in the platform, against a test group first.
Nurture rebuild
Branching tracks built on behavioural entry criteria, with exit rules so nobody is nurtured into a deal that is already open.
Reporting
Conversion and velocity reporting built and reconciled against the CRM before the programmes scale.
Hand-off
Recorded walkthrough, operating manual and a 30-day check-in built into the price.
Fit
When this is right — and when it isn't.
A fit when
- Marketing and sales quote different MQL numbers in the same meeting
- Leads sit unrouted or land on the wrong owner
- Nurture sends email reliably and books meetings rarely
- You cannot say what a stage conversion rate actually is
Not a fit when
- You want campaign creative or content production
- The CRM itself is unusable — fix that first with an audit or sprint
- You want an ABM programme designed from scratch with no existing funnel
Questions
Answered before you ask.
Does sales have to be in the room?
For the definitions session, yes. A lifecycle model marketing agreed with itself is the problem we are here to fix.
What if our current stages are a mess?
That is the normal starting point. We migrate existing records into the new model with a captured before-state, and the mapping is yours to review before it runs.
Will this break our reporting?
The reporting is rebuilt as part of the engagement, and the historical basis is preserved so the comparison is honest.
Can it be done in less than six weeks?
Rarely well. The definitions have to settle before the build, and that takes the time it takes.
Start with a scoping call. Thirty minutes.
If this isn't the engagement you need, you'll hear that — in writing, with the reason and the one that is.