7.2 The Sales Funnel Architecture
Part of Chapter 7: Sales Motion & Revenue Capture in the Master Go-To-Market (GTM) & Revenue Architecture Index.
A clearly defined sales funnel establishes standardized stage gates, conversion criteria, and operational handoff SLAs between Marketing, SDRs, AEs, and CS.
⚡ Visual Architecture: PLG/SLG Hybrid Funnel, SLAs & Enterprise Deal Cycle
Module 7.2: The Sales Funnel Architecture
Lifecycle Stage Definitions & Handoff SLAs
| Stage | Entry Criteria & Definition | Handoff SLA & Operational Action |
|---|---|---|
| Marketing Qualified Lead (MQL) | Lead breaches behavioral scoring threshold (e.g., demo request, content downloads + ICP firmographic match). | Routed to SDR within 15 minutes for initial outreach and phone qualification. |
| Sales Qualified Lead (SQL) | SDR completes discovery call, validates core pain, fits ICP profile, and confirms decision-maker meeting. | Scheduled on AE calendar; meeting briefing notes logged in CRM 24 hours prior. |
| Sales Opportunity | AE conducts discovery call, validates budget/authority, and agrees on mutual evaluation plan with prospect. | Opportunity created in CRM with assigned deal stage, close date, ACV value, and Next Steps. |
| Closed-Won Customer | Executable commercial contract signed via e-signature; billing info verified. | Automated kick-off task created for CSM/Implementation Manager; welcome email dispatched. |