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SALES

Every lead to the right rep, within five minutes.

The average B2B lead waits 42 hours for a first response. Your best leads have already clicked through to a competitor. We design lead routing and qualification on fit and intent, with an SLA that is no longer just a suggestion and a feedback loop back to marketing.

Book a strategy call Take the Maturity scan first
What we deliver
  • 01
    Scoring model Fit (ICP) and intent (behaviour) with justified weights. No 8-point scores because it was convenient.
  • 02
    Routing rules Round-robin, territory or account-based. In HubSpot or Salesforce, not in Excel.
  • 03
    SLA with monitoring Who responds within what timeframe. What happens when an SLA is breached.
The observation

Four places where your marketing investment evaporates before sales ever sees it.

Lead flow problems are rarely a single mistake. It is a chain where something goes wrong at four points. We do it differently: we build scoring, routing and SLA in a closed loop, with marketing and sales at the same table. This connects to your broader marketing automation.

Once you close these four patterns, you get 15 to 25 per cent more SQLs from the same marketing spend, landing directly in the Sales CRM setup.

01

No definition of an MQL

Marketing delivers "leads" of variable quality. Sales accepts a fraction. The debate about "this one isn't an MQL" is rehashed for every lead, without the scoring model ever changing.

02

Routing based on gut feel

The head of sales distributes leads via Slack or verbally. Hot accounts go to the favourite rep, other leads are a mess.

03

SLA exists only on paper

"We call within 24 hours" lives in a Figma file. Nobody measures it. Leads sit untouched for three days and reassignment never happens automatically.

04

No feedback to marketing

Sales complains about lead quality, marketing does not know which campaigns brought good leads. Both teams improve independently, in opposite directions.

How we get there

Three phases over four to six weeks.

We build routing and scoring together with marketing and sales at the same table. Otherwise you end up with a marketing model and a sales model that have nothing to do with each other.

01 Week 1·2

Definition and scoring

Workshop with marketing and sales: what is an MQL for us. Which fit criteria (role, industry, size) and intent signals (demo, download, page view) apply. Weight and threshold for SQL.

Wat je krijgt MQL and SQL definitions, scoring model and lifecycle mapping
02 Week 3·4

Routing and SLA

Routing rules in HubSpot or Salesforce. Round-robin, territory or account ownership. SLA per lead type: five minutes for demo requests, four hours for lower intent. Workflow reassigns on SLA breach.

Wat je krijgt routing workflows live, SLA monitoring and escalation path
03 Week 5·6

Feedback loop and reporting

Sales flags each lead as qualified, junk or not a match. The marketing dashboard shows acceptance rate by campaign and source. Weekly cadence between the marketing lead and sales lead.

Wat je krijgt feedback mechanism and shared lead quality dashboard
Who helps you

The architect, the builder and the RevOps lead.

Routing and scoring is people work at the boundary of marketing and sales. We bring both sides to the same table and connect to Addmark's broader sales engine.

  • Yoni Lammens

    Yoni Lammens

    Strategist & Sales Architect

    Designs the scoring model and the MQL and SQL definitions. Runs the workshops with marketing and sales, and ensures both teams commit to the same model.

  • Carsten Huiskamp

    Carsten Huiskamp

    Consultant & online marketeer

    Builds the routing and scoring workflows in HubSpot. Implements SLA monitoring and feedback mechanisms. Creates the dashboards that both marketing and sales rely on.

  • Carel Schrier

    Carel Schrier

    RevOps Lead / Strategist

    Brings marketing and sales to the same table. Ensures the scoring model and SLA land in both teams, not just in the execution of one of the two. Joins the first conversation.

Case · Insocial

Cost per lead 50% lower, with the same ad budgets

Insocial was already advertising through Google Ads, but the results couldn't be traced back to the customer journey: marketing only found out which lead was good after sales had been talking to them for weeks.

We set up HubSpot with lifecycle stages automatically assigned based on forms and ad interactions, and connected Google Ads and Facebook to that lifecycle through Ads Events. Every change in lifecycle stage syncs straight back to the ad platforms as a conversion signal.

Result: 50 percent lower cost per lead, ads that optimise themselves based on real customer value instead of clicks, and for the first time visibility down to the individual level for marketing, sales and service.

Read the full story
Monique van Geest
Marketeer - Insocial · Monique van Geest
Data-driven
social media strategies
Personal approach
& custom solutions
Elevated
engagement and conversion
Frequently asked questions

What clients typically ask.

Honest answers to the questions we hear before almost every project.

What is the difference between lead scoring and lead routing?

Scoring measures how well a lead matches, based on fit (does it match your ICP) and intent (is it showing buying signals). Routing determines who it goes to, based on territory, account ownership or round-robin. Scoring is the measurement, routing is the action. You need both, but they are two separate questions.

Do you work with BANT, MEDDIC or something else?

That depends on your deal size. A lighter qualification approach for SMB and transactional deals, a more detailed one for mid-market and enterprise. We do not prescribe a fixed framework, but tailor it to your deal cycle. Often a lighter variant than the textbook version.

How quickly should a lead be followed up?

For demo requests and high intent: within 5 minutes. Research shows the probability of contact drops by half for every 30 minutes of delay. For lower intent (whitepaper downloads) 4 hours or the same business day is fine. We set the SLA per lead type.

How long does a lead routing project take?

Four to six weeks. Two weeks for scoring design and MQL/SQL definitions, two weeks for routing workflows and SLA monitoring, two weeks for the feedback loop and reporting. For enterprise with multiple business units or regions it may extend to eight weeks.

What does lead routing and qualification via Addmark cost?

Our services are bespoke and usually sit within a RevOps-as-a-Service retainer where strategy and execution come together. Book a call and we will put together a proposal based on your situation.

Can we do this in-house, with our own RevOps role?

Eventually, yes. But setting up scoring and routing requires an outside perspective on your ICP and your sales process. We deliver the first blueprint in four to six weeks. After that an internal RevOps role can take it over and refine it on data.

How do we know whether we need it?

Three signs: marketing complains that sales does not follow up leads, sales complains about lead quality, and your MQL-to-SQL acceptance rate is below 30 per cent. Our Maturity scan gives an initial indication.

Can Breeze or an AI agent handle the routing?

An agent can help with intent detection and initial follow-up, but only on a data model that is correct. We build the scoring and routing foundation, after which you can deploy AI for refinement and speed.

Ready to start?

Ready to stop losing leads?

Start with a conversation. We look at your current lead flow, MQL acceptance rate and SLA discipline. Then a focused scope and initial direction.

Book a strategy call Take the Maturity scan first