MQL-to-SQL Handover: 10 Professional Templates for Email & CRM Notes

The handover of leads from marketing to sales is one of the most critical moments in the B2B customer journey. According to recent data from Gartner, inefficient handover processes result in the loss of up to 70% of qualified leads. This guide provides you with 10 proven templates for emails and CRM notes that will revolutionize your MQL-to-SQL handover and demonstrably increase your conversion rate.

A structured handover process with clear templates ensures that each lead reaches the right contact person with the right information at the right time. The result: Shorter sales cycles, higher conversion rates, and ultimately more revenue for your B2B company.

The Importance of a Structured MQL-to-SQL Handover in B2B Sales

The moment when a Marketing Qualified Lead (MQL) becomes a Sales Qualified Lead (SQL) is crucial for the success of your entire revenue process. This transition marks not only a change of responsibility but also a critical point in the customer journey where many B2B companies lose valuable leads.

Current Data on Lead Handover in B2B Marketing

The numbers speak for themselves: According to Gartner’s current „State of Revenue Operations Report 2024,“ the average B2B sales team wastes 70% of its leads through inefficient handover processes. A study by Forrester Research shows that companies with optimized lead handover processes can increase their conversion rates by an average of 38%.

Particularly noteworthy: The „B2B Buying Study Report 2025“ by SiriusDecisions reveals that 57% of B2B buying processes are already completed before a potential customer even speaks with sales. This underscores the importance of a smooth transition – sales needs to know exactly where the customer stands in their journey.

„The handover between marketing and sales is not just a process step – it’s the moment of truth for your entire revenue strategy.“ – McKinsey Digital B2B Sales Report 2025

The Cost Implications of Inefficient Handover Processes

Inefficient lead handovers are expensive. Inadequate information transfer means that sales representatives spend valuable time researching information that is already available in marketing. According to calculations by the B2B Marketing Institute, this costs companies an average of 13.6 working hours per week per sales representative.

Even more serious: According to HubSpot’s „Sales Enablement Report 2025,“ poor handover processes lead to:

• Lengthening of the sales cycle by an average of 22%
• Reduction of lead-to-opportunity conversion by up to 30%
• Increase in customer acquisition costs by 15-25%

A structured MQL-to-SQL handover, on the other hand, leads to measurable improvements. Companies with standardized handover templates and processes see:

• 25% higher conversion rates from MQL to SQL
• 20% faster sales response times to new leads
• 35% better alignment values between marketing and sales
• 18% higher overall revenue per lead

These figures make it clear: A carefully designed handover process is not a minor matter but a business-critical success factor. And this is exactly where our 10 templates come in, which we provide for you in this article.

The 5 Biggest Challenges in Lead Handover and How to Solve Them

Before we dive into the templates, we should identify the typical stumbling blocks that hinder an effective MQL-to-SQL handover. These challenges repeatedly surface in our daily work with B2B clients at the Brixon Group – and they can be systematically overcome with the right strategies.

Loss of Information Between Marketing and Sales

The classic „lost in translation“ effect: Marketing collects valuable data about leads – from download histories to webinar attendance to content interactions. But during the handover to sales, these nuanced details are often lost.

According to a Demand Gen Report study, 79% of sales representatives report receiving insufficient information about lead history. This forces sales to start from scratch – a frustrating experience for both the seller and the potential customer.

Solution: Implement standardized handover templates that contain all relevant information about lead history, interaction points, and specific interests. This structuring ensures that no detail is lost and that sales is optimally prepared.

Timing and Punctuality of the Handover

A delayed lead handover is a real conversion killer. According to an analysis by InsideSales.com, the likelihood of contact with B2B leads decreases tenfold if the first response occurs more than 5 minutes after a lead qualification.

The reality in many companies: MQLs are collected in batches, handed over weekly, or remain stuck in marketing automation systems while the ideal time for contact passes.

Solution: Automate the handover process with real-time alerts. Use dedicated handover templates for time-critical leads and implement Service Level Agreements (SLAs) between marketing and sales for maximum response speed.

Unclear Responsibilities in the Handover Process

In many B2B companies, there is confusion about who is responsible for what in the handover process. The „B2B Sales and Marketing Alignment Report 2025“ by SiriusDecisions shows that in 63% of companies, marketing employees don’t know what happens after lead handover, while 58% of sales employees are uncertain about the criteria used to qualify MQLs.

This lack of clarity leads to friction, duplicate work, and in the worst case, to unprocessed leads that no one feels responsible for.

Solution: Define clear processes and responsibilities in a marketing-sales SLA. Use transparent handover templates that clearly establish responsibilities, next steps, and escalation paths.

In addition, two more challenges should be noted:

1. Quality discrepancies in lead evaluation: Marketing and sales often evaluate the quality of a lead differently. Solution: Develop joint scoring criteria and regular feedback loops between teams.
2. Technological silos: When marketing and sales use different systems, data breaks occur. Solution: Seamlessly integrate your marketing automation platform with the CRM system and use uniform templates for both environments.

The good news: With the right templates and processes, all these challenges can be systematically overcome. Our 10 templates address exactly these pain points and create a solid bridge between marketing and sales.

MQL vs. SQL: Establishing Clear Definitions for Your Company

Before we dive into the specific templates, we need to clarify a fundamental question: What exactly is an MQL and what constitutes an SQL? Without clear definitions, no handover process can function – because how can marketing know when a lead is ready for handover if the criteria are unclear?

Industry-Specific Qualification Criteria

The definitions of MQL and SQL vary considerably depending on the industry, product, and sales process. A „qualified“ lead for a SaaS company looks different from one for an industrial supplier. Nevertheless, there are basic principles that you can use for your own definition.

Marketing Qualified Lead (MQL): A lead that, based on its activities and characteristics, has signaled buying interest and meets the basic target audience criteria.

Typical MQL criteria by industry:

Sales Qualified Lead (SQL): A lead that has not only shown interest but has also signaled concrete buying intent and meets or partially meets the BANT criteria (Budget, Authority, Need, Timeline).

The „2025 B2B Buyers Report“ by Demand Gen shows that leading B2B companies are increasingly expanding the traditional BANT framework to include contextual factors:

• Budget: Does the lead have the necessary budget for your solution?
• Authority: Does the contact have decision-making authority or at least influence on the decision?
• Need: Is there a clearly articulated need that your product/service can solve?
• Timeline: Is there a defined timeframe for the purchasing decision?
• +Context: What is the strategic context of the need?
• +Priority: What priority does the project have for the company?

Lead Scoring for Objective Handover Criteria

To objectify the transition from MQL to SQL, 82% of successful B2B companies use lead scoring models according to HubSpot’s „State of Marketing 2025“. These evaluate leads based on demographic, firmographic, and behavioral characteristics.

An effective lead scoring model might look like this:

1. Demographic/Firmographic Points (max. 50 points)
   • Appropriate company size: 10 points
   • Relevant industry: 15 points
   • Decision-maker position: 15 points
   • Geographically in the target market: 10 points
2. Behavior-based Points (max. 50 points)
   • Website visits (5 per visit, max. 15)
   • Content downloads (10 per download)
   • Webinar participation: 15 points
   • Product demo viewed: 20 points
   • Pricing page visited: 25 points

A lead could be classified as an MQL at 70 points, and as an SQL at 90 points plus at least two BANT criteria.

A particularly valuable approach is dynamic lead scoring, where point values are automatically adjusted based on previous conversion performance. According to Forrester’s „Revenue Operations Report 2025“, companies with dynamic scoring models achieve 31% higher lead-to-opportunity conversion rates.

„Clearly defining and continuously optimizing MQL and SQL criteria is not a one-time task, but an ongoing dialogue between marketing and sales.“ – Revenue Operations Handbook 2025

With these basic definitions, we can now dive into the concrete templates for the MQL-to-SQL handover that apply these criteria in practice.

4 Email Templates for Effective Marketing-to-Sales Handover

Despite modern CRM systems, email remains a central medium for MQL-to-SQL handover. According to Salesforce’s „B2B Communication Report 2025“, 78% of B2B companies use email notifications as the primary or secondary communication channel for lead handovers. The reason: Emails offer flexibility, traceability, and can be integrated with all common systems.

Below we present four email templates that cover different handover scenarios and are designed to provide maximum relevance and clarity of action for sales.

Template 1: The Standardized MQL Handover Email

This template is suitable for the regular handover of a single MQL to a sales representative. It provides all relevant information in a clear, scannable structure.


Subject: [URGENCY] New qualified lead: [COMPANY NAME] - [LEAD NAME] - [PRODUCT/INTEREST]

Best regards,
[NAME]
[POSITION]
[CONTACT DETAILS]


This template ensures that sales receives all relevant information at a glance. The BANT information helps to assess the urgency and quality of the lead, while the lead journey enables a deeper understanding of the interest.

Template 2: The Detailed Lead History Email

In more complex B2B sales processes with longer nurturing cycles, sales needs more detailed insights into lead history. This template is ideal for leads that have been in nurturing for some time and are now ready for handover.


Subject: Qualified lead with extensive engagement history: [COMPANY NAME] - [LEAD NAME]

Best regards,
[NAME]
[POSITION]
[CONTACT DETAILS]


This template gives sales deep insights into the entire customer journey and enables a personalized initial contact that picks up exactly where the lead is in their buyer’s journey. The chronological presentation of the engagement history helps to understand the lead’s interests and priorities.

Template 3: The Batch Handover for Multiple Leads

In some B2B scenarios, leads are handed over in batches, for example after events, webinars, or campaigns. This template enables a clear handover of multiple leads.


Subject: [NUMBER] new qualified leads from [SOURCE] - Prioritized handover

Best regards,
[NAME]
[POSITION]
[CONTACT DETAILS]


The batch handover is particularly effective when accompanied by clear prioritization. This template helps sales quickly identify which leads should be contacted first and simultaneously provides contextual information about the lead source.

Template 4: The Urgent Handover Email for Hot Leads

Sometimes a lead signals immediate purchase readiness and requires a quick response. For these cases, a special urgent template is valuable. According to a Harvard Business Review study, the chance of qualifying a B2B lead is 21 times higher if the response occurs within 5 minutes – compared to a response time of 30 minutes.


Subject: ‼️ URGENT: Hot lead requires immediate contact - [COMPANY NAME] - [LEAD NAME]

Best regards,
[NAME]
[POSITION]
[CONTACT DETAILS incl. MOBILE NUMBER]


The urgent template is designed to create immediate attention and provide sales with all the information necessary for an immediate response. It should be used sparingly and only for truly urgent leads to avoid „alarm inflation“.

These four email templates form the basis for various handover scenarios. For optimal implementation, they should be adapted to the specific processes and needs of your company.

„The quality of the lead handover is directly proportional to the quality of the information provided – and to the speed with which sales responds to it.“ – Forrester Wave Report: B2B Marketing Automation Platforms, Q2 2025

3 CRM Note Templates for Maximum Transparency and Efficiency

While email templates support the active handover, structured CRM notes form the permanent memory of the lead qualification process. According to SiriusDecisions‘ „State of CRM Data 2025“, sales representatives spend an average of 32% of their time searching for and understanding lead information in the CRM.

Well-structured CRM templates significantly reduce this effort and increase sales productivity. Here are three essential CRM note templates for an effective MQL-to-SQL handover.

Template 5: Standardized CRM Activity Note for Handover

This template is stored as an activity note or comment in the CRM at the time of handover. It ensures that all relevant information is documented directly in the CRM – even if the email communication is overlooked.


## MQL-to-SQL Handover | [DATE] | [INITIALS OF MARKETING EMPLOYEE]

### Marketing Support:
- Available materials: [LINKS TO INTERNAL RESOURCES]
- Marketing contact for questions: [NAME, CONTACT]


This template is particularly valuable because it documents all important information in a uniform structure and makes it immediately apparent to the responsible sales representative, other team members, or managers why and how the lead was qualified.

Template 6: Complete Lead Journey Documentation

For more complex B2B sales processes with longer decision cycles, it’s valuable to document the entire lead journey in the CRM. This template can be stored as a comprehensive note or as part of the lead profile.


## LEAD JOURNEY DOCUMENTATION | CREATED: [DATE] | UPDATED: [DATE]

### MARKETING SUPPORT MEASURES:
[Ongoing and planned marketing activities to support sales]


This comprehensive documentation provides a complete overview of the entire customer journey. It is particularly valuable for complex B2B sales cycles with multiple decision-makers and long timeframes. The documentary approach ensures that no important information is lost, even if employees change.

Template 7: Template for Qualitative Insights About the Lead

While the first two templates are more structured and fact-oriented, this template serves to document qualitative insights and observations gained from direct interactions or advanced content analysis.


## QUALITATIVE LEAD INSIGHTS | [DATE] | CREATED BY: [NAME]

### SOURCE OF INSIGHTS:
[How were these qualitative insights obtained? E.g., webinar questions, direct conversations]


This template captures the often overlooked „soft“ factors that can determine success or failure in B2B sales. It complements the fact-based templates with important qualitative dimensions and helps sales understand the lead not just as a data set but as a person with specific needs, preferences, and organizational challenges.

All three CRM templates should be implemented in your specific CRM system. Depending on the system (Salesforce, HubSpot, Microsoft Dynamics, etc.), they can be set up as custom fields, activity types, or structured notes.

„The consistency of CRM documentation is the key to scaled sales success. With standardized templates, every sales representative can benefit from the collective insights of the entire team.“ – Salesforce State of Sales Report 2025

The combination of email and CRM templates creates a seamless handover system that optimizes both active communication and long-term documentation. In the next section, we’ll look at templates for follow-up communication after the handover.

3 Follow-up Templates for Seamless Communication After Handover

A successful MQL-to-SQL handover doesn’t end with the handover itself. Forrester’s „B2B Marketing-Sales Alignment Report 2025“ shows that companies with structured follow-up processes after handover achieve 27% higher win rates than companies without such processes.

The following three templates support communication between marketing and sales after handover and ensure that valuable information flows in both directions.

Template 8: Sales Feedback to Marketing

This template allows sales to provide structured feedback on lead quality to marketing – a critical step for the continuous optimization of the lead qualification process.


Subject: Feedback on lead: [COMPANY NAME] - [LEAD NAME] | Handover from [DATE]

Best regards,
[NAME]
[POSITION]
[CONTACT DETAILS]


This feedback template closes the loop between marketing and sales and provides marketing with valuable information for optimizing lead qualification. The structured form makes it easy to identify trends and make data-driven improvements.

Template 9: Marketing Support Request

Sometimes sales needs additional support from marketing to develop a lead further – whether through specific content, additional nurturing activities, or event invitations. This template standardizes such requests.


Subject: Marketing support request for [COMPANY NAME] - [LEAD NAME]

Best regards,
[NAME]
[POSITION]
[CONTACT DETAILS]


This template formalizes the collaboration between sales and marketing beyond the initial handover and ensures that marketing can contribute in a targeted way to sales support. The structured request helps marketing efficiently prioritize and provide the needed resources.

Template 10: Lead Recycling Process Template

Not every SQL becomes a customer. According to Sirius Decisions‘ „B2B Sales Pipeline Benchmark Study 2025“, approximately 30% of non-converted SQLs should be „recycled“ – i.e., returned to marketing nurturing rather than discarded.

This template structures the process of lead recycling from sales back to marketing.


Subject: Lead recycling: [COMPANY NAME] - [LEAD NAME] for renewed nurturing

Best regards,
[NAME]
[POSITION]
[CONTACT DETAILS]


This template prevents valuable leads from being lost just because they’re not currently ready to buy. The structured recycling allows marketing to conduct targeted nurturing based on insights from the sales process. The clear categorization of reasons for recycling helps identify trends and improve lead qualification.

The effective implementation of these follow-up templates closes the loop between marketing and sales and ensures a continuous flow of information and process improvement. According to Gartner’s „Revenue Operations Benchmark Report 2025“, companies that maintain this structured communication achieve 23% higher marketing ROI and 18% shorter sales cycles.

Implementation: How to Introduce the Templates in Your Company

The best templates are of little use if they are not systematically implemented. The introduction of standardized handover processes requires a well-thought-out implementation strategy, change management, and continuous optimization.

Change Management for the Teams

According to a McKinsey study, 70% of all change initiatives in companies fail – often not due to the quality of the solution but due to poor implementation. For the successful introduction of MQL-to-SQL handover templates, you should follow a structured change management approach:

1. Create a shared vision: Ensure that both marketing and sales understand why standardized templates are important and what benefits they offer to both teams.
2. Secure executive sponsorship: Gain the support of the leadership level of both departments. According to the „Change Management Institute“, active leadership sponsorship increases the probability of success of change projects by 38%.
3. Joint workshop session: Conduct a joint workshop with representatives from marketing and sales to adapt the templates to your specific processes and create ownership.
4. Define clear responsibilities: Determine who is responsible for the various aspects of the handover process, including template maintenance, quality assurance, and process improvement.
5. Identify early wins: Start with some high-impact leads to demonstrate quick successes and create acceptance.

Phased Implementation Plan

A step-by-step introduction process significantly increases the probability of success. Here is a proven 10-week plan for implementation:

Training Concept for Marketing and Sales

Effective training is crucial for the successful adoption of templates. A structured training concept could include the following elements:

• Onboarding video: Short explanatory video (3-5 minutes) explaining the entire handover process and its importance
• Interactive workshops: Practical exercises with real lead scenarios where the templates are applied
• Documentation: Easily accessible manual with templates, examples, and FAQ
• Buddy system: Experienced employees support new team members with their first handovers
• Regular refreshers: Short, monthly refresher sessions with best practices and new insights
• Template library: Central, easily accessible collection of all templates with examples

It is particularly important that both marketing and sales develop a basic understanding of the other department. According to Forrester’s „State of Revenue Operations 2025“, cross-functional training leads to 32% higher handover efficiency.

„Implementation is the moment of truth for any process optimization project. Even the best templates fail if they are not seamlessly integrated into the teams‘ daily work.“ – Harvard Business Review, Digital Transformation Report 2025

Another important aspect of implementation is measuring success. Define clear KPIs from the start to measure progress. Typical metrics could be:

• Average response time of sales to handed-over MQLs
• Percentage of MQLs rated as quality-compliant
• Conversion rate from MQL to SQL and SQL to Opportunity
• Feedback quality in the follow-up templates
• Adoption rate of templates in both teams

The successful implementation of standardized handover templates is not a one-time project but a continuous process of improvement. With the right change management and a structured implementation plan, you can fully realize the benefits of standardized templates.

Lead Handover Automation with Modern CRM and Marketing Automation Tools

The manual application of templates is an important first step to improve the MQL-to-SQL handover. The next evolutionary step is the automation of these processes. According to Ascend2’s „State of Marketing Automation 2025“, companies can reduce processing time by 67% and increase lead conversion rates by 23% through automation of lead handover.

The Optimal Tech Stack Combination

Automating the MQL-to-SQL handover requires an integrated tech stack that works seamlessly together. Based on current market analyses by Gartner and Forrester, the following system combinations have proven particularly effective:

When selecting the right technology for your company, you should pay particular attention to the following aspects:

• Seamless bi-directional integration: Information must be synchronized in real-time between marketing automation and CRM
• Automated lead scoring capabilities: Ideally with AI support for dynamic scoring models
• Customizable workflow templates: The ability to implement the presented handover templates in the system
• Role-based user interfaces: Different views for marketing and sales teams
• Comprehensive reporting functions: Dashboards for measuring handover efficiency and quality

Workflow Automation for the Handover Process

With the right technology, you can automate various aspects of the MQL-to-SQL handover. Here are the most important workflows you should implement:

1. Automatic MQL detection and notification:
   • Automatic identification of leads that meet MQL criteria
   • Immediate notification to the marketing team for validation
   • Automatic creation of the handover template after validation
2. Lead routing automation:
   • Automatic assignment of MQLs to the right sales representative based on:
     • Lead’s industry
     • Geographic responsibility
     • Product interest
     • Current workload of the sales representative
   • Backup assignment if the primary sales representative is absent
3. SLA monitoring and escalation:
   • Automatic monitoring of sales response time to new MQLs
   • Reminders when SLA violation is imminent
   • Escalation to sales manager for exceeded SLAs
4. Automatic lead nurturing during sales inactivity:
   • Automatic start of a nurturing workflow if sales does not respond within the SLA time
   • Prevention of „lost“ leads through system fallback
5. Feedback loop automation:
   • Automatic reminders for sales to provide feedback
   • Structured feedback forms directly in the CRM
   • Automatic aggregation of feedback in marketing dashboards

A particularly advanced approach is the implementation of AI-powered handover automation. Modern AI engines can:

• Predict the optimal handover time for each lead
• Generate personalized handover templates based on lead behavior
• Forecast the probability of conversion based on historical data
• Generate recommendations for the most effective sales approach

According to an IDC study, the use of AI in the lead management process results in a 30% higher conversion rate and 40% faster processing of MQLs.

„The future of B2B handover lies in intelligent automation that not only replaces mechanical processes but supports human decisions through AI-powered insights.“ – Forrester Wave: B2B Marketing Automation Platforms, Q2 2025

When implementing automated workflows, you should follow an iterative approach:

1. Start by automating basic notifications and assignments
2. Gradually add more complex workflows such as SLA monitoring
3. Integrate feedback loops and quality monitoring
4. Implement advanced AI functions once the basic processes are stable

By carefully automating your MQL-to-SQL handover processes, you can not only achieve efficiency gains but also significantly improve the quality and consistency of handovers. The right balance between automation and human judgment is the key to success.

Metrics and KPIs to Measure Your Handover Success

Optimizing your MQL-to-SQL handover process requires a data-driven approach. „What isn’t measured can’t be improved“ – this management wisdom is particularly applicable to the lead handover process. According to Forrester’s „B2B Marketing Measurement & Analytics Report 2025“, leading B2B companies use between 7 and 12 specific KPIs to continuously optimize their handover process.

The 7 Most Important Handover KPIs

Based on current best practices and benchmark studies, you should implement the following core KPIs to measure and optimize your handover process:

In addition to these core KPIs, further metrics may be useful depending on company specifics:

• Lead Leakage Rate: Percentage of MQLs that „get lost“ without being processed
• Time-to-Opportunity: Average time from MQL to Opportunity
• SLA Compliance Rate: Percentage of handovers processed within the agreed SLAs
• Channel-specific Conversion: MQL-to-SQL conversion by marketing channels
• Lead Recycling Success Rate: Conversion rate of recycled leads

Dashboards and Reporting Solutions

To effectively use these KPIs, structured reporting is essential. Modern CRM and BI tools allow the creation of specific handover dashboards that provide all stakeholders with a clear overview.

An effective handover dashboard should include the following elements:

1. Executive Summary: Core metrics at a glance with trend indication
2. Performance Indicators: Color-coded status indicators (green/yellow/red) for all core KPIs
3. Trend Charts: Development of key metrics over time
4. Drill-Down Options: Detailed analyses by team, region, product, etc.
5. Comparison Values: Benchmarks and historical comparisons
6. Current Handover Pipeline: Overview of current MQLs in the handover process
7. Feedback Analysis: Summary of qualitative sales feedback

Particularly effective is the implementation of a shared dashboard that is equally accessible to marketing and sales and combines the perspectives of both teams. According to Gartner’s „Revenue Operations Report 2025“, the implementation of such shared dashboards leads to a 25% improved alignment rating between marketing and sales.

When implementing your KPI measurements, you should follow these best practices:

• Common Definition: Ensure that marketing and sales use the same definitions for metrics
• Automated Data Collection: Minimize manual data entry to maximize accuracy
• Regular Review Meetings: Establish weekly or at least monthly meetings to analyze the KPIs
• Accountability: Assign clear responsibilities for improving specific metrics
• Incentivization: Link team success to handover performance metrics
• Continuous Calibration: Regularly adjust target values based on performance and market changes

„In leading B2B companies, MQL-to-SQL handover performance is one of the top 3 metrics discussed in board meetings – a clear sign of the strategic importance of this process.“ – Sirius Decisions, The State of B2B Revenue Operations 2025

With a robust measurement system, you can not only monitor current performance but also make targeted improvements and quantify their effectiveness. This creates a cycle of continuous optimization that steadily improves your handover process.

The Perfect Lead Handover Process: Best Practices and Checklist

An optimal MQL-to-SQL handover process combines our templates with proven process strategies. In this section, we summarize the most important best practices and offer a practical checklist to elevate your handover process to a new level.

Practical Examples from Tech, Industry, and Service Companies

Successful handover strategies vary depending on industry and sales cycle. Here are three anonymized case studies from our clients that illustrate different approaches:

Case Study 1: B2B SaaS Company (80 Employees)

This company implemented a fully automated handover process with three-stage qualification:

1. Marketing Scoring: Automatic scoring based on engagement metrics and company data
2. SDR Validation: Sales Development Representatives verify high-score leads by phone
3. Account Executive Handoff: Validated leads are handed over to the responsible Account Executive via automated template with complete call summary

Results:

• Reduction of handover time from 3.2 days to 4 hours
• 42% increase in MQL-to-SQL conversion
• 28% higher SQL-to-Opportunity rate

Critical success factor: The clear separation between SDR qualification and Account Executive follow-up, combined with seamless handover protocols.

Case Study 2: Industrial Supplier (150 Employees)

This company adopted a hybrid approach with regional focus:

1. Central Lead Scoring: Global marketing qualifies leads according to uniform criteria
2. Regional Marketing Managers: Conduct additional manual validation and enrich leads with local market knowledge
3. Team Handover: Weekly virtual handover meetings between regional marketing and sales for complex leads, supplemented by automated templates for standard leads

Results:

• Handover quality score increased from 2.8 to 4.3
• 35% higher average deal size
• 68% reduction in „not relevant“ leads

Critical success factor: The combination of central standards and regional expertise, as well as the clear distinction between high-touch and low-touch handover processes.

Case Study 3: IT Consulting Company (45 Employees)

This company implemented an account-based marketing approach with specialized handover processes:

1. Target Account Identification: Joint definition of target accounts by marketing and sales
2. Multi-Touch Attribution: Comprehensive tracking of all interactions at the account level
3. Intent-based Handover: Handover based on buying intent signals instead of classic lead scoring
4. Account Team Approach: Simultaneous involvement of marketing and sales in the account strategy

Results:

• Sales cycle shortened by 31%
• 48% increase in conversion rate for target accounts
• 85% of sales capacities were concentrated on qualified target accounts

Critical success factor: The dissolution of the traditional sequential handover in favor of a parallel, account-centered approach with shared responsibility.

These examples show that there is no universal „perfect“ handover process – rather, the process must be adapted to the specific circumstances of your company, your products, and your target customers.

Your Handover Optimization Roadmap

To develop your own optimal handover process, you can follow this structured roadmap:

1. Assessment of the Current Situation (Week 1-2)
   • Analysis of existing handover processes and documents
   • Interviews with marketing, sales, and management
   • Quantitative analysis of the current conversion funnel
   • Identification of pain points and opportunities
2. Strategy Development (Week 3-4)
   • Definition of clear MQL and SQL criteria
   • Selection and adaptation of suitable templates
   • Development of an SLA between marketing and sales
   • Definition of KPIs and goals
3. Technical Implementation (Week 5-8)
   • Adjustment of CRM and marketing automation systems
   • Establishment of automated workflows
   • Integration of templates into existing systems
   • Development of reporting dashboards
4. Change Management and Training (Week 7-10)
   • Development of training materials
   • Conducting workshops for both teams
   • Pilot phase with selected employees
   • Feedback collection and process adjustment
5. Rollout and Optimization (Week 11+)
   • Full rollout of the new process
   • Regular performance reviews
   • Continuous improvement based on data and feedback
   • Iterative adjustment of templates and processes

For maximum success, you should consider the following best practices:

• Make lead scoring dynamic: Review and update your scoring criteria regularly based on actual conversion data
• Institutionalize marketing-sales alignment: Establish regular joint meetings and feedback loops
• Continuously optimize templates: Adjust your templates based on feedback and conversion data
• Define clear responsibilities: Name lead handover owners in both teams
• Implement proactive SLA monitoring: Monitor compliance with response times and other agreements
• Adjust incentives: Reward successful handovers and feedback compliance
• Use technology as an enabler: Automate wherever possible without neglecting the human factor

Finally, we present a practical checklist for optimizing your MQL-to-SQL handover process:

„The most important factor for a successful MQL-to-SQL handover is not the perfect technology or the perfect template – it’s the cultural alignment around a common goal: Delivering optimal value to the customer at the right time.“ – Harvard Business Review, Customer Experience in B2B Sales 2025

With this structured approach, our proven templates, and the best practices from successful implementations, you are well-equipped to revolutionize your MQL-to-SQL handover process and achieve measurable results.

Frequently Asked Questions About MQL-to-SQL Handover