How to Identify Important Data Points in Marketing Automation
Engaging sales to create common definitions for all aspects of the lead life cycle is key to a successful marketing automation integration. Engaging with sales to have sales staff help create the following definitions will foster buy-in to the concept and help them understand what is being passed to them and why.
Lead: Define the information, activity, and score required for a person to become a lead.
Contact: Define when a lead is converted to a contact. This includes what processes need to happen and by whom, and whether the lead needs to be tied to an account or an opportunity at this stage.
Marketing Qualified Led (MQL): Define when a lead is passed to sales, which includes defining what information is required by marketing to be attached to the record.
Sales-Qualified Lead (SQL): Define the process of sales accepting marketing-qualified leads. This is usually called a Service-Level Agreement (SLA). The SLA should define how long sales has to respond to accept a marketing lead and the process for accepting and declining a lead. When the MQL lead is accepted, it becomes an SQL.
Opportunity: Define when a lead or account is created into an opportunity. This should be qualified by a buying timeline and marked on the record.