MOPS Funnel Workbook
A complete funnel operations framework combining demographic grading with behavioral scoring to qualify and route leads effectively.
Three operators' builds from this framework
Each of these digs into a specific layer of the funnel workbook.
Lead Scoring Model
Demographic grade (A–D) × engagement points. Threshold logic that holds up under volume.
Read →Lifecycle Stage Definitions
Subscriber → Lead → MQL → SQL → Opp → Customer. Criteria each stage must meet to advance.
Read →MQL Definition
The qualification question most teams fumble: when does a lead actually become marketing qualified?
Read →What's Included (7 Sheets)
Overview
Framework summary, definitions, and how demographic + behavioral scoring combine for lead qualification.
Scoring (Demographic & Behavioral)
Complete scoring rubric: firmographic criteria (grade A-D) and engagement actions (point values) that determine MQL threshold.
Lead Source
Taxonomy for tracking original and most recent lead sources with attribution hierarchy.
Campaign Architecture
Naming conventions, hierarchy (program - campaign - asset), and tracking parameters.
New Campaign Architecture
Updated framework for modern multi-touch campaigns with enhanced attribution.
Lifecycle Stages
Stage definitions (Subscriber - Customer), transition triggers, and SLA requirements.
DQ Reasons
Standardized disqualification reason codes for consistent reporting and funnel analysis.
The Scoring Framework
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.
Demographic Grade
Behavioral Score
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