Agree the handoff condition

Decide what evidence makes an enquiry ready for sales attention. Marketing can record the source, resource requested and stated need; sales can define the information required for a meaningful response. Keep the rule visible and easy to apply. Avoid treating a content download as an automatic request for a sales call when the visitor has not expressed that intention.

Close the feedback loop

Sales should record whether the enquiry was relevant, reachable and ready for a next step. Use that feedback to improve content and forms rather than simply blaming lead quality. Review examples of good and poor handoffs together. A shared process should preserve the visitor’s expectations while helping the organisation understand which publications or events create useful conversations. Volume matters only in relation to the attention and outcomes it produces.

Imagine this

Hypothetical example

A hypothetical guide download is recorded as content interest. A separate request for a team demonstration is handed to sales with the team size and stated objective. The sales response then feeds back which questions the guide failed to answer, informing its next revision.

Make it practical.

Use this checklist as you read. Checks are not stored.

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