Lead Management
What this domain covers
Lead management is about lifecycle: scoring, routing, assignment, and the transitions between stages. Understand how scoring models combine behavioral and demographic points, how scoring fields are updated, and how lifecycle status changes propagate. Know lead assignment rules, ownership, and how round-robin or criteria-based assignment works. Also understand engagement constructs such as interesting moments and how they feed sales alerts.
Traps to watch
A frequent trap is assuming a score change automatically changes lifecycle. Scoring and lifecycle are separate mechanisms; a smart campaign must explicitly change status. Another trap is the score field vs. score behavior: scores can decay or reset, and negative scoring is common. Questions also probe assignment rules - which rule wins when multiple match, and what happens to existing owners. Watch for confusion between a person's lifecycle stage and their lead status; these are distinct concepts in many setups.
Rule of thumb
Model the funnel explicitly: define each stage, the criteria to enter it, and the campaign that moves a person there. If a question describes a desired behavior, trace which smart campaign would own that transition.
Worked example
A lead fills a high-value form and should become "Marketing Qualified." The correct design is a smart campaign triggered by the form fill that (1) adds score, (2) sets lifecycle status to MQL, and (3) alerts the owner. Relying on score alone will not move the lifecycle stage.