Handoff: How to Stop Losing Leads at the Intersection of Marketing and Sales
Handoff processes, SLAs, and transparent criteria for transferring leads between teams.
Why Handoff Breaks the Funnel
The intersection of marketing and sales is like the grout in a bathroom: if it's not sealed, water will inevitably seep into the cracks. In B2B, it seeps out in the form of money: leads are lost, hang without movement, wait a long time for a response, end up with the wrong manager, are sent back, and mess up the statistics.
A good handoff is a transparent, verifiable, reproducible process. The team understands: when a lead is ready, to whom it goes, and who is responsible for the next step.
Key Elements
1. Define MQL and SQL: Clear Readiness Criteria
Vague criteria = endless arguments about who is to blame for a 'raw' lead. Clear criteria = automatic transfer without emotions.
Example setup:
- MQL: a lead matches the ICP, has shown interest (request, content, demo).
- SQL: a lead has confirmed a need + there is a decision-maker + the budget roughly fits.
Don't overcomplicate it. The criteria should be binary: “yes/no”, not “well, it seems to fit”.
Mini-Checklist for MQL/SQL
- [ ] ICP matches (industry, segment, role).
- [ ] There is a clear signal of interest.
- [ ] No red flags (bots, irrelevance, unsuitable region).
- [ ] SQL: need and decision-maker role confirmed.
2. SLA: Maximum Response Time and First Contact
An SLA is a promise between teams. An SLA violation = a lost chance.
Example SLA:
- Marketing → Sales: transfer MQL to CRM in ≤ 5 minutes.
- Sales → Lead: first contact ≤ 15 minutes.
- Contact attempts: 5–7 attempts within 48 hours.
- If a lead is low-quality — return it within 24 hours with a reason.
Why this is important: response speed is one of the strongest variables in conversion to SQL. After 30 minutes, the chance of a response drops dramatically.
3. Logging: Every Handoff Must Have a Record and an Owner
Nothing should happen 'verbally' or be 'tossed into a general chat'. A handoff is a transaction, and every transaction must have a trail.
The minimum set:
- who created the lead;
- who accepted it;
- time of transfer;
- time of first contact;
- result of the quality check.
Why This is Important
Without logs, it's impossible to understand where the leak is: is marketing providing raw material or are sales not reacting? Proper logging makes the discussion honest.
Tools and Verification
1. Automatic Notifications and Tickets for Failed Handoffs
If a lead is transferred but:
- is not opened by a manager in 15 minutes;
- hangs without activity;
- is returned without an explanation; — a task/notification should be created.
The CRM should work like an alarm button, not a card warehouse.
2. Regular Reports on Returns and Conversion of Passed Leads
Two reports that save money:
- Lead returns: how many and for what reasons. Shows the soundness of the criteria and the quality of the market.
- Conversion of passed leads: conversion of only those MQL → SQL → Won, that were not lost. Gives a real assessment of the processes, not noise.
Mini-Calculator for Losses at the Intersection
Losses = (Leads transferred × % lost × Average check)
Example: 200 leads × 12% lost × 35 000 ₽ = 840 000 ₽ leaked just because of the process.
How to Build a Handoff Process in a Week
- Gather current MQL/SQL criteria. Often it turns out that everyone has their own version in their head.
- Agree on binary criteria. Test on 20 random leads: can you tell “ready/not ready” in 10 seconds.
- Set up automatic transfer to the CRM. Forms → lead → funnel → responsible person.
- Set SLAs and notifications. Ideally: SLAs are built into the CRM, not in Notion.
- Launch a report on returns and passed conversion.
- After 14 days — a retro. What worked? Where are the bottlenecks? What criteria need to be clarified?
Conclusion
Handoff is not about 'relationships between marketing and sales'. It's about money and response speed. Clear criteria → understandable SLA → automation → control. Think: where in your funnel are leads now 'drowning' and what one step will give the maximum improvement in the next two weeks.