CRM Integration (Marketing ↔ Sales)

1. The "Handshake" Protocol

This document defines how System 02 Marketing talks to System 03 Sales via HubSpot. Data integrity here is critical.

2. Lifecycle Stages (Definitions)

We strictly adhere to these HubSpot definitions. No custom stages allowed without approval.

1. Subscriber: Knows us, but just looking. (Newsletter signups).
2. Lead: Has exchanged some info for value. (Lead Magnet download).
3. MQL (Marketing Qualified Lead): High intent. Ready for Sales eyes.
   • Trigger: Score > 50 OR "Book a Call" form fill.
4. SQL (Sales Qualified Lead): Sales has accepted the lead and opened a Deal.
5. Customer: Closed Won.
6. Evangelist: Refers others.

3. Lead Scoring Model

HubSpot automatically calculates a HubSpot Score.

Action	Points	Why?
Demographic
Job Title contains "CEO/Founder/COO"	+20	Decision Maker
Use Personal Email (gmail/yahoo)	-10	Low B2B Intent
Behavioral
View "Pricing" Page	+15	Buying Intent
Open Email	+1	Engagement
Click Email Link	+3	Engagement
Download Lead Magnet	+10	Interest
Request Demo / Book Call	+50	Immediate MQL
Visit Careers Page	-50	Job Seeker

4. Automation Rules

The "MQL Handoff" Workflow

• Trigger: Contact Property Lifecycle Stage becomes MQL.
• Action 1: Rotate Lead to [Sales Rep] (Round Robin).
• Action 2: Create Task for Sales Rep: "Qualify MQL: [Name]".
• Action 3: Send Internal Notification to Slack #sales-alerts.

The "Nurture Recycle" Workflow

• Trigger: Sales changes status to Unqualified OR Deal Closed Lost.
• Action: Set Property Lead Status to Recycle.
• Action: Add to List Marketing Nurture - General.
• Action: Start "Re-engagement Drip" (Low frequency content).

5. Data Hygiene

• Duplicates: HubSpot auto-deduplication is ON.
• Bounces: Hard bounces are auto-deleted after 3 attempts.
• Unsubscribes: Strictly honored (Legal compliance).

---

Related Documents:

• Lead Generation Workflows
• Sales Systems