Revenue Process Design

The revenue process defines the end-end marketing and sales funnel stages and business rules for each stage. Collaboration between marketing and sales functions is essential.

A closed-loop marketing and sales approach delivers integrated tracking and management of deal flow, attribution and velocity across the top of the funnel (TOFU), middle of the funnel (MOFU) and bottom of the funnel (BOFU) stages. Each of these stages have specific rules including entrance and exit criteria that are agreed across sales and marketing teams.

Integrated Marketing and Sales Funnel


Visitor –  A visitor is an interaction to the website at the top of the funnel. Sources include organic traffic, referrals, email, paid media and direct. Typically 1-2% of visitors convert into an MQI.


Subscriber. A suspect becomes a Subscriber when they register for a blog or newsletter. They are not usually identified as an active lead at this stage. Typically 2-5% of Subscribers become qualified leads or MQLs. Percentages will vary by industry and funnel setup.


MQI – Marketing Qualified Interaction (sometimes referred to as a  “Lead”). A suspect becomes an active member of the marketing database after they download content, respond to an email offer or similar. While not yet a qualified lead, they are a suspect for further lead nurture and development. Typically only 5-10% of MQIs become MQLs, but this will vary by industry and your funnel model. The key difference between a MQI and a MQL is that they have not expressed a desire to engage in a sales conversation.


MQL – Marketing Qualified Lead. A suspect is qualified as a marketing lead based on a set of objective behaviors and firmographic dimensions (e.g. a lead grade /  score) and, based on agreed business rules, are delivered to the sales team for follow-up. 90-95% of MQLs should become SALs and enter the active sales process. Depending on the level of self-sell, MQLs may enter the sales cycle at a higher qualification level or may be ready to transact.


SAL – Sales Accepted Lead. Sales accepts a lead from marketing based on the agreed criteria and MQL definition based on Lead Score and Lead Grade criteria. With effective closed loop processes, over 90% of MQLs should become SALs.


SQL – is a prospect with an opportunity determined by sales / sales management using agreed qualification rules such as BANT, Scotsman, or FACT Qualification. While, early in the sales cycle and not fully qualified, these warrant active sales focus. They are typically 10% likely to close.


SQP – Sales Qualified Prospect. The SQP will have met the comprehensive deal qualification criteria (e.g. BANT) and will have a compelling event or firm implementation date. These prospects are typically 40%-60% likely to close.


SCD – Sales Closed Deal. The opportunity or deal is closed successfully at 100%. If it is not closed, it may be downgraded, returned to marketing for nurture, maintained for further sales nurture or ultimately marked as either lost or dead.

Our approach aligns marketing and sales teams around a unified metrics-driven process that defines a collaborative qualification, nurture marketing and sales process. The process is enabled with technology that allows us to score, track and nurture relationships at different stages of the buying lifecycle.  Closed loop tracking measures deal velocity and supports marketing attribution. One of the first steps is to develop a revenue metrics funnel model that clarifies the number of MQL/SALs needed for each segment and how the overall revenue goals can be met from the marketing and sales mix.

Learn more about revenue process design.