The problem
Marketing celebrates MQL volume. Sales ignores half the leads because the score ignores whether the company is in your ICP. Pipeline theater replaces pipeline.
The system
- Layer the score. Account ICP fit × contact persona match × engagement depth.
- Calibrate thresholds. Historical conversion data sets the MQL bar, not arbitrary point values.
- Auto-promote or nurture. Above threshold → routed to sales. Below → nurture sequence.
- Feedback loop. Sales acceptance rate feeds back to recalibrate scoring.
Field notes
The fastest way to align marketing and sales is to fix MQL scoring. When sales trusts the score, they work the leads.