A complete funnel operations framework combining demographic grading with behavioral scoring to qualify and route leads effectively.
Framework summary, definitions, and how demographic + behavioral scoring combine for lead qualification.
Complete scoring rubric: firmographic criteria (grade A-D) and engagement actions (point values) that determine MQL threshold.
Taxonomy for tracking original and most recent lead sources with attribution hierarchy.
Naming conventions, hierarchy (program → campaign → asset), and tracking parameters.
Updated framework for modern multi-touch campaigns with enhanced attribution.
Stage definitions (Subscriber → Customer), transition triggers, and SLA requirements.
Standardized disqualification reason codes for consistent reporting and funnel analysis.
Grade measures fit (who they are), Score measures interest (what they do). Both matter. An A-grade lead with low engagement isn't ready. A D-grade lead with high engagement isn't a good fit.
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