Overview
A lead handoff report helps marketing operations see what happens after MQLs move to sales. This playbook installs a tracker and report page for acceptance, follow-up timing, rejection reasons, and sales feedback.
It is a focused extension of lead source reporting. Source reports explain where leads came from; this workflow checks whether sales accepted those leads, followed up on time, and gave marketing useful feedback when a handoff missed the mark.
Why you should make handoff quality visible
Marketing and sales can agree on lead volume and still disagree on lead quality. The messy part often lives between "qualified" and "worked": a lead is passed over, accepted late, rejected without a useful reason, or followed up after intent has cooled.
Salesforce describes lead management as moving through qualification and distribution in its lead management guide. HubSpot's guide to MQLs and SQLs also frames the handoff as a real process, not just a status label.
This playbook keeps that process inspectable. Juno gives the marketing operations lead a clean report on accepted MQLs, rejected handoffs, SLA misses, unresolved rows, and feedback themes that should improve scoring, targeting, forms, routing, or sales enablement.
It does not replace a CRM or automate rep follow-up. The win is a durable operating view for the recurring lead handoff/SLA tracker that teams otherwise rebuild in spreadsheets before sales and marketing reviews.
Step-by-step
- 1Confirm the brand, reporting period, MQL definition, sales acceptance criteria, follow-up SLA, rejection reason set, and any existing handoff tracker or export.
- 2Apply the confirmed SLA rules to preserve the operating standard for what counts as a valid handoff, accepted lead, rejection, follow-up, and useful sales feedback.
- 3Add or update handed-off MQL rows in the tracker from supplied lists, workspace tables, CRM exports, pasted notes, or prior review summaries.
- 4Review each row for acceptance status, handoff date, first follow-up date, SLA result, rejection reason, feedback theme, evidence, and next action.
- 5Refresh the report page so marketing operations can scan acceptance rate, unresolved handoffs, SLA misses, top rejection patterns, owner gaps, and feedback themes.
- 6Summarize the decisions the team should make next, such as clarifying MQL criteria, tightening rejection reasons, reviewing a campaign source, or aligning with sales on follow-up expectations.
- 7On optional weekday or weekly reviews, reuse the same tracker and report page so handoff quality improves over time instead of resetting every meeting.
Frequently asked questions
Does this replace lead source reporting?
No. Lead source reporting shows which channels and campaigns created demand. This playbook starts after the MQL handoff and reports whether sales accepted, followed up, rejected, or sent useful feedback back to marketing.
Does Juno contact sales reps?
Not by default. Juno organizes the handoff evidence and recommendations, but it does not send messages, create CRM tasks, or automate follow-up unless the user adds a separate approved workflow.
What inputs make the first run useful?
Bring the MQL definition, sales acceptance criteria, follow-up SLA, rejection reasons, and any handoff rows or CRM export. The installed tracker is still useful before data is complete because it shows exactly which fields are missing.
How often should this run?
Run it before sales and marketing SLA reviews, after major campaign batches, or on the optional weekday or weekly cadence when the team wants acceptance and follow-up risks surfaced regularly.