# Lead Routing & Prospect-to-Lead Conversion
> Source: PDD - M2C - 001 Market to Lead (v.0.19, Jun 2025) §4.3 · §5.3 · §7.3 · §7.4

---

## 1. Conversion Process Overview

The prospect-to-lead conversion guides a prospect through the marketing funnel until they are qualified as a **Marketing Qualified Lead (MQL)** and handed off to sales.

| Step | Description |
|---|---|
| **Prospect Engagement** | Marketing activities (email campaigns, gated content, webinars) capture behavioral and demographic data |
| **Scoring** | Engagement is tracked and scored based on defined scoring models |
| **Grading** | Demographic information (job title, company size, industry) is assessed against Persona Clusters |
| **Qualification** | A prospect becomes MQL when it meets a predetermined scoring threshold AND fits the ICP criteria |
| **System Automation** | When MQL criteria are met, automated assignment rules create a Lead in Salesforce |
| **Sales Notification** | The assigned sales owner receives an alert/task and begins lead qualification |
| **Monitoring** | Marketing and sales track conversion metrics via dashboards and reports |

---

## 2. Routing Thresholds

| Threshold | Criteria | Rating | Status | Routing Destination |
|---|---|---|---|---|
| **Threshold Score** | Prospect score > 100 | Warm | Nurturing | Pre-sales Queue |
| **Threshold Project** | A project is attached to the prospect | Hot | Marketing Qualified | Sales Rep |
| **Threshold Quote** | Prospect requests a quote for a product or service | Hot | Marketing Qualified | Sales Rep |

> Whenever the Rating changes to **Hot**, the prospect must be assigned **directly to a sales rep/team** — this bypasses the standard flow regardless of score.

### Direct-to-Sales bypass rules
Prospects that require immediate sales attention are routed directly, skipping nurturing:
- General inquiry or contact form submission
- Prospect indicates having a current or imminent project
- Prospect requests a quote or asks to speak with a sales representative

---

## 3. Lead Ratings & SLAs

| Rating | Status | Routing Destination | Routing Criteria | SLA |
|---|---|---|---|---|
| **Hot** | Marketing Qualified | Sales Rep | Assigned according to Country + Territory/Zip Code & product interest | **24 hours** |
| **Warm** | Nurturing | Pre-sales Queue | Sales reps may reach out; list view displays leads by Country + Territory/Zip Code & product interest | None |
| **Cold** | Nurturing | None | Not assigned; continue to be nurtured by Marketing | None |

> If a Lead is assigned as Warm or Hot but is actually still cold, the sales rep must change the rating to **Cold** and the status back to **Nurturing**.

---

## 4. Lead Assignment Criteria

Leads are assigned to sales reps based on:
- **Country + Territory / Zip Code**
- **Product interest**

Automated lead assignment rules in Salesforce cover:
- Region-based assignments
- Product category-based assignments
- Country-specific assignments

---

## 5. Unqualified Prospect List

While a prospect is in the scoring process but has not yet reached the MQL threshold, it is placed in a **queue owned by "Marketing Team"** in Salesforce CRM. This makes them visible to sales reps who have capacity to manually prospect and qualify/disqualify them — without formally assigning them as MQL.

---

## 6. Persona Clusters & Lead Conversion Triggers

Depending on the campaign objective and product line, the following personas drive lead creation:

| Funnel Stage | Personas |
|---|---|
| **Top of funnel** (awareness/specification) | Architects, Engineers, Planners |
| **Mid funnel** (nurturing) | Installers, OEMs, Locksmiths, System Integrators |
| **Sales qualification** (decision-making authority) | General Contractors, Project Managers, Facility Managers, Trade Developers |
| **Key account / renewal** | IT Managers, Security Managers, End Users within large accounts |

---

## 7. Two Types of Leads in Salesforce

| Type | Object | Description |
|---|---|---|
| **Lead** | Standard Salesforce Lead object | Individual potential customer or business who has shown interest but is not yet sales-ready. Created via marketing automation. |
| **Project Lead** | Custom Salesforce object | Construction or development projects sourced from public databases (ConstruDatos, Dodge, iBau). Not individuals. Uploaded via API, bypassing marketing automation. |