How do you set up the hand-off of leads from marketing to sales in a CRM like HubSpot?
What the interviewer wants to hear
- Agree definitions of MQL and SQL with sales
- Build lead scoring on fit and behaviour
- Automate routing and alerts
- Set a service level agreement for follow-up speed
- Track lead status and close the loop with reporting
- Review and refine regularly
Model answer
First I sit down with sales to agree what a marketing qualified lead and a sales qualified lead mean, using our ideal customer profile. In HubSpot, I build lead scoring that combines fit, such as company size and job title, with behaviour, such as visiting the pricing page or requesting a demo. When a lead reaches the MQL threshold, a workflow routes it to the right sales rep by region or segment and sends an alert. We agree a service level agreement, for example contacting hot leads within one business day, and marketing commits to a volume of MQLs. Sales updates lead status, so we can report on conversion from MQL to SQL to customer by source. That closed loop shows which campaigns produce revenue. We review the scoring and definitions every quarter based on what actually closes.
Can you answer it under time pressure?
Take a timed medium round and get scored on every answer.
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