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Marketing Funnel & Lead Management

Marketing Funnel & Lead Management

Panduan operasional untuk mengelola marketing funnel dari awareness hingga handoff ke Sales/Presales. Mencakup lead scoring, lead lifecycle, MQL criteria, dan integrasi dengan BizOps CRM. Diselaraskan dengan ISO 9001:2015 (Process Approach) dan nilai Impact dari CIRCCA.

Kapan & Untuk Siapa

Aspek Keterangan
Kapan dibaca Saat setup lead management system, review lead quality, optimize funnel conversion, atau onboarding member baru
Untuk siapa Marketing Team (terutama Digital Marketing), Sales, Presales, Leadership
Prasyarat Marketing Overview, ICP & Buyer Persona

Tujuan & Outcome

Tujuan Outcome
Mendefinisikan funnel stages dan kriteria transisi Funnel yang jelas dengan gate criteria per stage
Mengimplementasikan lead scoring yang actionable Scoring model yang disepakati Marketing & Sales
Memastikan handoff MQL→SQL yang smooth SLA dan proses handoff yang terstandarisasi
Mengoptimalkan conversion rate per stage Dashboard funnel dengan target per stage

Definisi Istilah

Istilah Definisi
Lead Individu/perusahaan yang menunjukkan minat terhadap Divistant (mengisi form, download content, dll)
MQL Marketing Qualified Lead — lead yang memenuhi kriteria marketing (ICP fit + engagement threshold)
SQL Sales Qualified Lead — MQL yang sudah divalidasi Sales dan memiliki buying intent
SAL Sales Accepted Lead — MQL yang diterima Sales untuk follow-up (tahap antara MQL→SQL)
Lead Score Skor numerik yang menunjukkan kesiapan lead untuk di-handoff ke Sales
Lead Nurturing Proses mengembangkan hubungan dengan leads melalui content dan touchpoints yang relevan
Conversion Rate Persentase leads yang bergerak dari satu stage ke stage berikutnya
Lead Velocity Rate Pertumbuhan jumlah qualified leads month-over-month

Funnel Stages

Overview

Stage Owner Definisi Kriteria Masuk Target Conversion
Anonymous Visitor Marketing Pengunjung website/social yang belum teridentifikasi Visit website/social —
Known Contact Marketing Visitor yang sudah memberikan data (email, nama) Form submission, event registration 3-5% dari visitors
Engaged Lead Marketing Contact yang menunjukkan engagement berkelanjutan ≥3 touchpoints dalam 30 hari 20-30% dari contacts
MQL Marketing Lead yang memenuhi ICP fit + engagement score threshold Lead Score ≥ 70 15-25% dari engaged leads
SAL Sales MQL yang diterima Sales untuk follow-up Sales accepts within SLA ≥ 80% acceptance rate
SQL Sales SAL yang tervalidasi memiliki buying intent BANT/MEDDIC qualification 40-60% dari SAL
Opportunity Sales/Presales SQL dengan active buying process Proposal/assessment stage Managed by Sales Playbook

Funnel Visualization

Marketing Funnel and Lead Lifecycle MARKETING SALES Anonymous Visitors 3-5% Known Contacts 20-30% Engaged Leads 15-25% --- MQL HANDOFF POINT --- MQL (Score 70+) 80% SQL / Opportunity 40-60% MQL Handoff SLA Marketing review: 4 jam Sales acknowledge: 24 jam First outreach: 48 jam Qualification: 5 hari kerja Conversion Summary Visitor to Contact: 3-5% Contact to Engaged: 20-30% Engaged to MQL: 15-25% MQL to SQL: 40-60% Overall Efficiency: 0.1-1.5%

Lead Scoring Model

Scoring Dimensions

Lead score terdiri dari dua komponen utama:

Komponen Bobot Apa yang Diukur Max Score
Demographic / Firmographic Fit 40% Seberapa cocok lead dengan ICP 40 poin
Behavioral Engagement 60% Seberapa aktif lead berinteraksi dengan Divistant 60 poin
Total 100% — 100 poin

Demographic/Firmographic Scoring (max 40 poin)

Kriteria Poin Kondisi
Industry 0-10 Core industry: 10, Adjacent: 5, Non-target: 0
Company Size 0-10 100-1000 karyawan: 10, 50-100 atau 1000-5000: 5, Lainnya: 0
Job Title/Seniority 0-10 C-Level/VP: 10, Director: 7, Manager: 4, Staff: 1
Geography 0-5 Indonesia: 5, SEA: 3, Lainnya: 0
Budget Indication 0-5 Dedicated IT/digital budget: 5, Tidak jelas: 0

Behavioral Scoring (max 60 poin)

Aktivitas Poin Decay
Website visit (per visit) +1 -1 per 14 hari tanpa visit
Blog article read +2 —
Pricing/service page visit +5 —
Content download (whitepaper, ebook) +8 —
Webinar registration +5 —
Webinar attendance +10 —
Newsletter open +1 —
Newsletter click +3 —
Contact form submission +15 —
Demo/consultation request +20 —
Case study download +8 —
Return visit (after 7+ days) +3 —
Multiple page views (≥5 pages/session) +5 —
Email reply +10 —

Scoring Thresholds

Score Range Classification Aksi
0-29 Cold Lead Nurture via email/newsletter
30-49 Warm Lead Targeted content, segmented campaigns
50-69 Hot Lead Intensified nurturing, personalized outreach
70-100 MQL Handoff ke Sales

Negative Scoring

Kondisi Poin
Invalid email (bounced) -20
Unsubscribe dari newsletter -15
Competitor domain Set score = 0, flag as competitor
No activity 60+ hari -10
Job title: Student/Intern -10

MQL Criteria & Handoff Process

MQL Definition

Sebuah lead menjadi MQL ketika memenuhi KEDUA syarat:

  1. Demographic Fit Score ≥ 15 (dari max 40) — memastikan lead setidaknya partially sesuai ICP
  2. Total Score ≥ 70 (dari max 100) — memastikan ada engagement yang cukup

MQL Handoff SLA

Step PIC SLA Detail
1. Lead reaches MQL threshold System (auto) Real-time BizOps CRM auto-flags lead as MQL
2. Marketing review & enrich Marketing (Digital) 4 jam kerja Verify data, add context notes, assign to Sales
3. Sales acknowledges (SAL) Sales/Presales 24 jam kerja Accept or reject with reason
4. First outreach Sales/Presales 48 jam dari SAL Call/email/LinkedIn touch
5. Qualification (SQL or recycle) Sales 5 hari kerja BANT/MEDDIC qualification → SQL or recycle to Marketing

MQL Rejection Reasons

Jika Sales menolak MQL, harus memberikan alasan:

Rejection Reason Aksi Marketing
Not decision maker Re-nurture, identify correct contact
No budget / timing wrong Add to long-term nurture track
Already in pipeline (duplicate) Merge records
Bad data / unreachable Clean data, attempt alternative channels
Not ICP fit Review scoring model — why did this pass?

Recycled Leads

Leads yang di-reject Sales masuk ke Recycle Pool:

  • Re-enter nurture sequence (different track dari initial)
  • Score direset ke 50% dari score saat rejection
  • Can re-qualify sebagai MQL jika score kembali ≥ 70
  • Review recycle pool setiap bulan — identify patterns

Lead Nurturing Tracks

Track 1: New Contact Welcome

Touchpoint Timing Content Channel
Welcome email Immediately Thank you + company intro + resource links Email
Value content #1 Day 3 Most popular blog article relevant to their interest Email
Social connection Day 5 LinkedIn connection request (if B2B contact) LinkedIn
Value content #2 Day 7 Case study relevant to their industry Email
Newsletter enrollment Day 10 Invite to subscribe to newsletter Email

Track 2: Content Engaged

Touchpoint Timing Content Channel
Related content 2 hari setelah download Content terkait dengan yang di-download Email
Deeper dive Day 5 Whitepaper/ebook yang lebih mendalam Email
Webinar invite Day 10 Upcoming webinar relevant to topic Email
Assessment offer Day 15 Free assessment/consultation offer Email

Track 3: Event/Webinar Attendee

Touchpoint Timing Content Channel
Thank you + recording 1 hari setelah event Recording + slides + additional resources Email
Follow-up content Day 3 Related case study or article Email
1-on-1 offer Day 7 Offer for personal consultation Email
Nurture enrollment Day 14 Add to general nurture if no response Email

Track 4: Recycled from Sales

Touchpoint Timing Content Channel
Re-engagement Week 2 New content piece relevant to original interest Email
Industry insight Week 4 Industry-specific content Email
Success story Week 6 New case study Email
Re-qualification Week 8 Soft CTA — assessment, demo Email

Flow di BizOps

CRM Lead Pipeline

Stage di BizOps CRM Mapping Funnel Aksi
Lead (New) Known Contact Auto-created dari form submission
Lead (Nurturing) Engaged Lead Assigned to nurture track
Lead (Qualified) MQL Score ≥ 70, flagged for handoff
Opportunity (Open) SQL Converted from Lead, Sales managing

Setup yang Diperlukan di BizOps

Kebutuhan Module Detail
Lead scoring custom fields CRM → Lead Add: lead_score, demographic_score, behavioral_score, mql_date
Lead source tracking CRM → Lead Source Configure: Website, LinkedIn, Event, Referral, Newsletter, etc.
Auto-assignment rules CRM → Assignment Rule Auto-assign MQLs ke Sales based on territory/industry
Email templates Email Template Nurture track emails
Newsletter integration Newsletter Lead capture → newsletter enrollment
Dashboard Insights Funnel dashboard dengan conversion metrics

KPI & Metrics

Funnel Metrics

Metric Definisi Target Frekuensi Review
Website Visitors Unique visitors per bulan Growth ≥ 20% YoY Weekly
Visitor-to-Contact Rate % visitors yang jadi known contact 3-5% Monthly
Contact-to-MQL Rate % contacts yang jadi MQL 5-10% Monthly
MQL Volume Jumlah MQL per bulan Target per quarter Weekly
MQL Acceptance Rate % MQL yang diterima Sales (→SAL) ≥ 80% Monthly
MQL-to-SQL Rate % MQL yang jadi SQL 25-40% Monthly
Cost per MQL Total marketing spend ÷ jumlah MQL Benchmark per channel Monthly
Lead Velocity Rate % growth MQL month-over-month Positive trend Monthly
Average Lead Score at MQL Rata-rata score saat lead jadi MQL 70-85 Monthly
Time to MQL Rata-rata waktu dari first touch ke MQL Benchmark per source Quarterly

Channel Attribution

Channel Metrics yang Dilacak
Organic Search Traffic, contacts, MQLs, conversion rate
LinkedIn Impressions, clicks, contacts, MQLs
Email/Newsletter Subscribers, opens, clicks, MQLs
Events/Webinars Registrations, attendees, MQLs
Referral Referral traffic, contacts, MQLs
Paid Media Spend, impressions, clicks, contacts, MQLs, cost per MQL

Skenario Umum

Skenario 1: Lead score tinggi tapi Sales bilang tidak qualified

Situasi: Lead dengan score 85 di-handoff ke Sales, tapi Sales reject karena "no budget".

Tindakan: (1) Review scoring model — apakah behavioral score terlalu dominan tanpa firmographic fit? (2) Tambahkan "budget signal" sebagai scoring dimension. (3) Masukkan lead ke Recycle Track 4. (4) Bahas pattern ini di Marketing-Sales sync berikutnya untuk calibrate scoring.

Skenario 2: MQL volume rendah meskipun traffic tinggi

Situasi: Website traffic naik 40%, tapi MQL generation flat.

Tindakan: Diagnosa di mana leakage: (1) Cek visitor-to-contact conversion — apakah CTA/form cukup compelling? (2) Cek contact-to-engaged conversion — apakah nurture sequence bekerja? (3) Cek scoring threshold — apakah terlalu ketat? (4) Cek traffic quality — apakah traffic baru sesuai ICP?

Skenario 3: Sales tidak follow-up MQL dalam SLA

Situasi: MQL sudah 48 jam tapi belum ada response dari Sales.

Tindakan: (1) Auto-escalation ke Sales Manager via BizOps notification. (2) Log sebagai SLA breach. (3) Bahas di weekly Marketing-Sales sync. (4) Jika pattern berulang, eskalasi ke Leadership. Data menunjukkan: MQL yang di-follow-up dalam <1 jam memiliki 7x higher conversion rate.

Skenario 4: Banyak leads dari non-ICP industry

Situasi: Marketing campaign menarik banyak leads dari industry di luar ICP.

Tindakan: (1) Review targeting — apakah ad targeting/content targeting terlalu broad? (2) Pastikan ICP-specific messaging di landing pages. (3) Tidak perlu reject leads ini — biarkan scoring model yang filter. Non-ICP leads akan memiliki demographic score rendah dan kemungkinan besar tidak reach MQL threshold.

Checklist

Lead Scoring Setup Checklist

  • Demographic scoring criteria didefinisikan dan disepakati Sales
  • Behavioral scoring activities dan poin ditetapkan
  • Scoring thresholds (MQL = 70) dikonfirmasi
  • Negative scoring rules diterapkan
  • Scoring fields dibuat di BizOps CRM
  • Auto-scoring mechanism diimplementasikan (atau manual tracking procedure)
  • Scoring model di-test dengan 20+ sample leads
  • Sales alignment — Sales memahami dan setuju dengan scoring model

Monthly Funnel Review Checklist

  • Funnel metrics per stage dicompile
  • Conversion rates per stage dihitung dan dibandingkan target
  • MQL acceptance rate direview
  • Top lead sources diidentifikasi (volume + quality)
  • Underperforming stages diidentifikasi dan action items dibuat
  • Lead scoring accuracy direview (sample 10 MQLs — apakah sesuai?)
  • Recycled leads direview — any re-qualification?
  • Findings dishare di Marketing-Sales sync

Tanggung Jawab

Aktivitas Marketing Lead Digital Mkt Content Mkt Sales Presales
Lead scoring model design R/A R C C C
Lead scoring implementation (BizOps) A R I I I
Nurture track content A C R I I
Nurture track automation A R C I I
MQL review & handoff A R I I I
MQL acceptance & follow-up I I I R R
Funnel metrics reporting R R I C I
Monthly funnel review R/A C C C C
Scoring model calibration R R I C C

R = Responsible, A = Accountable, C = Consulted, I = Informed

Referensi

Standar:

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Last updated 3 months ago
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