Lifecycle stage definitions
Every company uses these differently and it creates reporting chaos. Our defaults: Subscriber, Lead, MQL, SQL, Opportunity, Customer, Evangelist. Write the definition for each and protect it.
Lead scoring that isn't fake
Weight behavioral signals (pricing page visit, demo request, high-intent content consumed) higher than demographic ones. Most lead scores fail because they weight the easy-to-measure over the high-signal.
Sales handoff hygiene
SLA: SQLs must be contacted within 30 minutes during business hours. If sales misses, MQL goes back to marketing nurture. Measure and report this weekly or the handoff rots.
Reports that matter
Source-to-SQL conversion, MQL→SQL conversion by source, SQL→customer conversion by AE, and deal velocity. Four reports. Everything else is noise.