# Revenue definitions — one page, both teams signed off

> Fill in every blank, then get one marketing lead and one sales lead to
> initial each row. The value isn't the wording — it's that both sides agree to
> the same wording. Revisit at the quarterly data review.
>
> Owner: __________________   As of: ____________   Signed: MKTG ____ / SALES ____

## Lifecycle stages

Define each stage as an **entry rule** (what makes a record become this) and an
**exit rule** (what moves it on). If a stage has no measurable entry rule, it
isn't a stage — it's an opinion.

| Stage | A record becomes this when… | It leaves when… | Owned by |
| --- | --- | --- | --- |
| Subscriber | e.g. opts into email, no other intent | becomes a Lead | Marketing |
| Lead | | | Marketing |
| MQL (Marketing Qualified Lead) | | | Marketing |
| SQL (Sales Qualified Lead) | | | Sales |
| Opportunity | | | Sales |
| Customer | | | Sales / CS |

## Scoring rubric (if you score)

- **Fit signals** (who they are): _______________________________________
- **Intent signals** (what they did): __________________________________
- **MQL threshold**: score ≥ ______  → route to ______________________
- **Disqualifiers** (auto-suppress): ___________________________________

## Attribution

- **Attribution model in use**: first-touch / last-touch / linear / time-decay / position-based (circle one)
- **Why this model**: ___________________________________________________
- **Source of truth for "now"**: ____________ (e.g. real-time CRM)
- **Source of truth for "closed last quarter"**: ____________ (e.g. warehouse)

## Suppression / non-marketing rules

A record is marked **non-marketing** when: ______________________________
(e.g. hard bounce, unsubscribe, competitor domain, closed-lost > N months)

## Change log

| Date | What changed | Who approved |
| --- | --- | --- |
| | | |