MQL/SQL struggles!

[GComley]

Hello

We are struggling with MQL and SQL lifecycle statuses. They don't seem to fit with our process.... Basically we don't seem to need the SQL stage. We have a long lead time so marketing and sales work the lead between us. Then an opportunity comes from out of...

Has anyone got rid of using the SQL stage? 

We are more interested in understanding if a lead has been generated from inbound or outbound activity. 

Also how do you handle a new contact from a current customer. Would the become a SQL? 

I suspect we should be using lead status better but would love some advice! 

[NicoleSengers · Accepted solution]

Hi @GComley 

It's a great question and one that has a few considerations you need to dig into to propose a solution.

Whether you create custom Lifecycle stages or use the standard ones, you need clear stage definitions, workflows to manage and update the stages AND a clear hand off process and criteria for each stage.

If you have the criteria in place then this should apply to what stage the contacts or prospects are in.

You could manage the MQL/SQL stages to Qualified Lead and combine them if this works better, or use standard fields and use a definition of SQL to understand what that stage means.

You could use a customer lifecycle stage for Repeat Customer SQLs or use a Lead status to indicate this activity.

Ultimately, mapping our your process, understanding what you need to report on and giving very clear definitions should help you execute on the process that best aligns with the way you work.

[LSunstrum · Accepted solution]

Hey great question! 

Essentially for us the timeline between MQL & SQL is usually pretty fast. In our business, anyone that fills out a sales form instantly becomes an MQL. Then our head of sales & marketing will make sure the lead is qualified (right type for services, geographic location, etc) and if they are qualified then they mark them as SQL and that triggers a workflow to our sales team with lead rotation. Essentially, MQL is one additional quick filter to make sure the sales team is spending their time with QUALIFIED leads and not wasting their time with people that have zero chance of booking.

I know what you mean about not using both as I've struggled with it too, but it works as a great filtering system so our sales team isn't wasting valuable time. Please note also that any eBook, quizzes, cheat sheets etc should not be an MQL, that should be into Hubspot as a lead. It's only the sales forms and missed calls that will automatically mark people as MQL.

Hope that helps!

[NicoleSengers · Accepted solution]

Hi @GComley 

It's a great question and one that has a few considerations you need to dig into to propose a solution.

Whether you create custom Lifecycle stages or use the standard ones, you need clear stage definitions, workflows to manage and update the stages AND a clear hand off process and criteria for each stage.

If you have the criteria in place then this should apply to what stage the contacts or prospects are in.

You could manage the MQL/SQL stages to Qualified Lead and combine them if this works better, or use standard fields and use a definition of SQL to understand what that stage means.

You could use a customer lifecycle stage for Repeat Customer SQLs or use a Lead status to indicate this activity.

Ultimately, mapping our your process, understanding what you need to report on and giving very clear definitions should help you execute on the process that best aligns with the way you work.

[kvlschaefer]

Hi @GComley,

Thanks for reaching out, and including this detailed information! It's very helpful 🙂

I'll add some experts to our conversation.

Hey @NicoleSengers, @BukunmiOdetayo, @JonPayne, @ChrisoKlepke, @Mike_Eastwood do you have any insight or tips for @GComley? 

Thanks!

Kristen