revops

Files (6)

• SKILL.md
• evals.json · evals/
• automation-playbooks.md · references/
• lifecycle-definitions.md · references/
• routing-rules.md · references/
• scoring-models.md · references/

SKILL.md (first lines)

## Lead Lifecycle Framework

### Stage Definitions

| Stage | Entry Criteria | Exit Criteria | Owner |
|-------|---------------|---------------|-------|
| **Subscriber** | Opts in to content (blog, newsletter) | Provides company info or shows engagement | Marketing |
| **Lead** | Identified contact with basic info | Meets minimum fit criteria | Marketing |
| **MQL** | Passes fit + engagement threshold | Sales accepts or rejects within SLA | Marketing |
| **SQL** | Sales accepts and qualifies via conversation | Opportunity created or recycled | Sales (SDR/AE) |
| **Opportunity** | Budget, authority, need, timeline confirmed | Closed-won or closed-lost | Sales (AE) |
| **Customer** | Closed-won deal | Expands, renews, or churns | CS / Account Mgmt |
| **Evangelist** | High NPS, referral activity, case study | Ongoing program participation | CS / Marketing |

### MQL Definition

An MQL requires both **fit** and **engagement**:

- **Fit score** — Does this person match your ICP? (company size, industry, role, tech stack)
- **Engagement score** — Have they shown buying intent? (pricing page, demo request, multiple visits)

Neither alone is sufficient. A perfect-fit company that never engages isn't an MQL. A student downloading every ebook isn't an MQL.

### MQL-to-SQL Handoff SLA

Define response times and document them:
- MQL alert sent to assigned rep
- Rep contacts within **4 hours** (business hours)
- Rep qualifies or rejects within **48 hours**
- Rejected MQLs go to recycling nurture with reason code

**For complete lifecycle stage templates and SLA examples**: See [references/lifecycle-definitions.md](references/lifecycle-definitions.md)

---

## Lead Scoring

### Scoring Dimensions

**Explicit scoring (fit)** — Who they are:
- Company size, industry, revenue
- Job title, seniority, department
- Tech stack, geography

**Implicit scoring (engagement)** — What they do:
- Page visits (especially pricing, demo, case studies)
- Content downloads, webinar attendance
- Email engagement (opens, clicks)
- Product usage (for PLG)

**Negative scoring** — Disqualifying signals:
- Competitor email domains
- Student/personal email
- Unsubscribes, spam complaints
- Job title mismatches (intern, student)

### Building a Scoring Model

1. Define your ICP attributes and weight them
2. Identify high-intent behavioral signals from closed-won data
3. Set point values for each attribute and behavior
4. Set MQL threshold (typically 50-80 points on a 100-point scale)
5. Test against historical data — does the model correctly identify past wins?
6. Launch, measure, and recalibrate quarterly

### Common Scoring Mistakes

- Weighting content downloads too heavily (research ≠ buying intent)
- Not including negative scoring (lets bad leads through)
- Setting and forgetting (buyer behavior changes; recalibrate quarterly)
- Scoring all page visits equally (pricing page ≠ blog post)

**For detailed scoring templates and example models**: See [references/scoring-models.md](references/scoring-models.md)

---

## Lead Routing

### Routing Methods

| Method | How It Works | Best For |
|--------|-------------|----------|
| **Round-robin** | Distribute evenly across reps | Equal territories, similar deal sizes |
| **Territory-based** | Assign by geography, vertical, or segment | Regional teams, industry specialists |
| **Account-based** | Named accounts go to named reps | ABM motions, strategic accounts |
| **Skill-based** | Route by deal complexity, product line, or language | Diverse product lines, global teams |

### Routing Rules Essentials

- Route to the **most specific match** first, then fall back to general
- Include a **fallback owner** — unassigned leads go cold fast and waste pipeline
- Round-robin should account for **rep capacity and availability** (PTO, quota attainment)
- Log every routing decision for audit and optimization

### Speed-to-Lead

Response time is the single biggest factor in lead conversion:
- Contact within **5 minutes** = 21x more likely to qualify (Lead Connect)
- After **30 minutes**, conversion drops by 10x
- After **24 hours**, the lead is effectively cold

Build routing rules that prioritize speed. Alert reps immediately. Escalate if SLA is missed.

**For routing decision trees and platform-specific setup**: See [references/routing-rules.md](references/routing-rules.md)

---

## Pipeline Stage Management

### Pipeline Stages

| Stage | Required Fields | Exit Criteria |
|-------|----------------|---------------|
| **Qualified** | Contact info, company, source, fit score | Discovery call scheduled |
| **Discovery** | Pain points, current solution, timeline | Needs confirmed, demo scheduled |
| **Demo/Evaluation** | Technical requirements, decision makers | Positive evaluation, proposal requested |
| **Proposal** | Pricing, terms, stakeholder map | Proposal delivered and reviewed |
| **Negotiation** | Redlines, approval chain, close date | Terms agreed, contract sent |
| **Closed Won** | Signed contract, payment terms | Handoff to CS complete |

From mkurman/zorai, MIT.

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