MQL Assignment Flow

1. Overview

At Varsity Tutors for Schools (VT4S), a Marketing Qualified Lead (MQL) is a contact who reaches an engagement score of 50+ through interactions such as email clicks, website activity, or event attendance.

Once the threshold is reached, the contact is:

• Transitioned from marketing nurture → SDR outreach

• Assigned to the correct SDR via automated workflows

• Prioritized for quick follow-up to maximize conversion

This flow ensures that high-intent prospects are surfaced quickly and acted on consistently.

2. Qualification Criteria

• High-Value Actions (Major Point Awards)

  Form Submissions

  • Contact Us forms +50
  • Other forms +5

  Event Engagement

  • Hot event follow-up: 40 points
  • Nurture event follow-up: 5 points
  • Webinar attendance: 15 points
  • Webinar registration: 5 points

  Account & Role Scoring

  Company Size (Account Association)

  • Enterprise accounts: 20 points
  • Large accounts: 20 points
  • Medium accounts: 20 points
  • Small-medium accounts: 15 points
  • Small accounts: 5 points

  Job Title Importance

  • High-level roles: 25 points
    • Superintendent
  • Medium-level roles: 20 points
    • Director
    • Chief
  • Medium-low level roles: 10 points
    • Principal
    • Dean
  • Low level roles: 5 points
    • Assistant Principal

  Standard Engagement Activities

  Website & Email Engagement

  • CTA clicks: 5 points each
  • Page visits: 1 point each (capped at 10 total)
  • Email link clicks: 1 point each
  • Marketing source (webinar): 5 points

  Negative Behaviors (Point Deductions)

  Disqualifying Actions

  • Email unsubscribe: -100 points
  • Parent/Tutor/Student role: -100 points
  • Stale marketing data (90+ days): -5 points

  ---

  Score Decay

  Scores automatically reduce by 50% every 3 months to ensure we're measuring current engagement, not outdated activity.

3. Assignment Flow

• System Actions (Automated)

1. • Set Lifecycle Stage = MQL

   • Timestamp → MQL Date

   • Assign SDR via territory routing workflow

   • Timestamp → Assignation Date

   • SDR receives email + in-app notification

4. Meeting Flow & Deal Creation

• If HandOff Meeting is Booked → A deal is automatically created in HubSpot.

• If No HandoFF Meeting Yet → Contact remains in a follow-up loop until:

  • A meeting is booked (deal created), OR

  • The lead is marked Unqualified.

5. SDR Best Practices

🔑 Use MQL Date + Assignation Date to work the newest leads first.

🏫 Check for company association before booking → ensures AE handoff aligns with territory.

🔁 Loop follow-ups for all MQLs until:

• • Meeting booked → SQL Handoff, or

  • Marked Unqualified.

  📅 Use the correct meeting type:

  • Intro Call → first SDR conversation

  • SQL Handoff → AE transition meeting

6. Troubleshooting

🔁 Didn’t receive an MQL notification? Check HubSpot → Contacts → Filters for Lifecycle Stage = MQL.

❌ Lead assigned to wrong SDR? Confirm state coverage in the SDR Territory Routing doc.

🛠 Still stuck? Reach out in #sdr-team-hubspot-and-systems on Slack for support.