Lead Management and Lifecycle
Domain 4 tests lifecycle and scoring: stages, transitions, MQL and SQL definitions, scoring models, assignment, and CRM handoff. The exam favors questions about how lifecycle stage differs from lead status and how scoring drives routing.
Lifecycle modeler
The lifecycle model defines stages such as Anonymous, Known, Engaged, MQL, SQL, Opportunity, and Customer, plus transition rules. The Lifecycle Stage field is system-managed; manual edits can corrupt reporting. Lead Status is a separate field for sales-ready states.
Scoring
Behavioral and demographic scores accumulate in score fields. Negative scoring for unsubscribe or competitor activity prevents inflation. A threshold alone is not an MQL without fit and engagement criteria. If score decay is used, it must be automated.
Assignment and handoff
Use round-robin or owner assignment and sync the owner to CRM. Alert sales on MQL with context, not just a status change. SLAs define follow-up, and lifecycle reports measure conversion and velocity.
Worked example: Define MQL as Score greater than or equal to 50, Lead Status = Engaged, and Country in the target list. A trigger campaign changes status to MQL, assigns an owner, and alerts sales. Reasoning: a smart list alone does not change stage; a trigger campaign acts on the event and can enforce "Once."
Traps: setting Lifecycle Stage in a flow without model alignment; treating Lead Status as lifecycle stage; scoring without negatives; declaring MQL by score only; forgetting to sync owner and status to CRM.