Marketing / Free editable template

Lead scoring and MQL to SQL handoff template

An MQL to SQL handoff diagram shows how a lead moves from marketing to sales and what happens when it is not ready. This example scores leads on fit and behaviour, routes those over the threshold to an SDR, qualifies them on budget, need and timing, and recycles the rest to nurture with a reason code.

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Lead scoring and MQL to SQL handoff example showing swimlanes for marketing, marketing ops, sdr and ae, example scoring model with points, service-level agreement between the teams
Everything in this example is editable. Replace the labels, move the shapes and adapt the layout to your work.

How to use this template

  1. Replace the scoring model

    Swap the example signals and points for ones your own closed deals support. Include negative scores for students, competitors or poor-fit companies so they never reach the sales team.

  2. Write down the response times

    Edit the first-contact and acceptance times to the ones both teams have agreed. Putting them on the diagram turns a vague promise into something you can measure each month.

  3. Make recycling useful

    Keep the recycle loop and the reason code. When marketing knows why a lead was rejected, it can change the nurture content or the score rather than sending similar leads again.

Questions about this template

Can I change the points in the scoring model?

Yes. Edit the example scoring model with your own actions and points, then update the threshold so routing to the SDRs still matches.

Do I need an account to use it?

No. Open the template and edit it in your browser. Your work saves on this device. An account is optional if you want to sync your workspace.

Can I export the finished diagram?

Yes. Use Export in the editor to save a PNG, SVG or PDF, or download an editable .epicdraw backup.

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