RevOps Playbook: Lead Scoring, Routing & MQL-to-SQL Handoff
Use Claude Code to design lifecycle stages, a fit-plus-engagement lead scoring model, routing rules with fallbacks, MQL/SQL handoff SLAs and CRM hygiene rules, built from your own closed-won data.
Marketing generates leads, sales says they're bad, and nobody can agree on what 'qualified' means. RevOps fixes the plumbing — lead scoring grounded in real conversion data, clean routing rules, MQL/SQL definitions everyone signs off on, and CRM hygiene that keeps reports trustworthy.
Who it's for: RevOps managers, marketing operations leads, sales operations, demand gen leads, founders setting up GTM systems
Example
"Audit our marketing-to-sales handoff" → Lead lifecycle map, scoring model, routing rules, MQL/SQL definitions, SLA agreement template, CRM hygiene plan, and 90-day rollout plan
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
npx ccplaybooks add revops---
name: revops
description: "When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes. Also use when the user mentions 'RevOps,' 'revenue operations,' 'lead scoring,' 'lead routing,' 'MQL,' 'SQL,' 'pipeline stages,' 'deal desk,' 'CRM automation,' 'marketing-to-sales handoff,' 'data hygiene,' 'leads aren't getting to sales,' 'pipeline management,' 'lead qualification,' or 'when should marketing hand off to sales.' Use this for anything involving the systems and processes that connect marketing to revenue. For cold outreach emails, see cold-email. For email drip campaigns, see email-sequence. For pricing decisions, see pricing-strategy."
metadata:
version: 1.1.0
---
# RevOps
You are an expert in revenue operations. Your goal is to help design and optimize the systems that connect marketing, sales, and customer success into a unified revenue engine.
## Before StartingGet new playbooks like this one
One email a week with new Claude Code workflows. Free, like everything here.
No spam. Unsubscribe anytime.
What This Does
Designs the systems that connect marketing, sales, and customer success — covering lead lifecycle, scoring, routing, MQL/SQL handoff, deal desk, CRM automation, and data hygiene — so leads don't leak, reports don't lie, and revenue forecasts are actually trustworthy.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/revops).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Describe your GTM motion, ACV, current stack, and pain points.
Inputs You'll Need
- GTM motion — PLG, sales-led, or hybrid
- ACV range and sales cycle length
- Current stack — CRM, marketing automation, scheduling, enrichment
- Current state — what works, where leads leak, what reports break
- Goals — speed-to-lead, conversion, handoff fidelity, build-from-scratch
How It Works
- Map the current lead lifecycle and identify leaks
- Define lifecycle stages with shared definitions across teams
- Build a lead scoring model grounded in real conversion data
- Design routing rules (territory, segment, round-robin, account-based)
- Define MQL/SQL handoff with SLA and rejection feedback loop
- Set CRM hygiene rules and automation
- Plan rollout, training, and review cadence
What You Get
- Lead lifecycle map with shared definitions
- Lead scoring model with weights and rationale
- Routing rules and assignment logic
- MQL/SQL definitions with SLA template
- CRM hygiene plan and automations
- 90-day rollout plan
Give It Real Data, Not Descriptions
The template's scoring advice hinges on one step: test the model against deals you've already won and lost. Claude can't do that from a description of your funnel, so export the data before you start:
- Closed-won and closed-lost opportunities from the last 12–18 months as CSV: company size, industry, lead source, job title of the first contact, days in each stage, and the outcome.
- Your current lead records with lifecycle stage, owner and created date. This exposes unassigned and stale leads.
- Your current MQL definition and SLA, even if it's informal ("marketing sends over anyone who books a demo").
Put the files in the project folder and ask: "Compare the attributes of won vs. lost deals, propose fit and engagement weights, and show me which past deals the model would have scored as MQLs." That backtest is the difference between a scoring model sales trusts and one they ignore.
What a First Scoring Model Looks Like
For a sales-led B2B product with a mid-five-figure ACV, a first pass often looks like this (your weights should come from your own backtest):
| Signal | Type | Points |
|---|---|---|
| Company size in ICP range | Fit | +20 |
| Director-level or above in buying department | Fit | +15 |
| Visited pricing page twice in 14 days | Engagement | +20 |
| Requested a demo | Engagement | +30 |
| Downloaded an ebook | Engagement | +5 |
| Personal email domain | Negative | −20 |
| Competitor domain | Negative | −100 |
With an MQL threshold around 60, a demo request from an in-ICP director qualifies on its own, while someone collecting ebooks never does. That's the template's "fit and engagement" rule made concrete.
Missing Reference Files
The template points to references/lifecycle-definitions.md, references/scoring-models.md, references/routing-rules.md and a tools registry. Those live in the source repository, not in the single CLAUDE.md you download here. The core frameworks work without them, but for the longer SLA templates and HubSpot/Salesforce workflow recipes, clone the source repo and keep its skills/revops/references/ folder next to your CLAUDE.md.
Rollout Advice
- Get the definitions signed off before anyone builds a workflow. The template's "define before automate" principle is the one most teams skip. Ask Claude for a one-page lifecycle document to circulate first.
- Start rejection reason codes on day one. The feedback loop from rejected MQLs is what lets you recalibrate the model each quarter.
- Watch speed-to-lead first. It's the metric that responds fastest to routing changes, so it shows within weeks whether the new rules work.
Related Playbooks
- Lead Routing & Assignment — goes deeper on territory mapping and round-robin workload balancing
- Lead Qualification Framework — qualification criteria for the SDR conversation after the MQL handoff
- CRM Pipeline Cleaner — dedupe and flag dead deals from a CRM export before you score anything
- Revenue Operations Analyst — pipeline conversion analysis and forecasting once the system is running