Route the Lead Without Starting a Fight
Use demand-waterfall logic to choose the right lead handoff.
The pressure A target account downloads three assets in a week. Marketing wants to mark it MQL; sales says the account is "not ready." The CRO wants a decision by noon. The wrong next move wastes scarce buyer attention. Framework in use SiriusDecisions Demand Waterfall Demand Waterfall thinking separates inquiry, qualification, acceptance, and opportunity stages so marketing and sales do not argue from vibes. The mechanism is shared stage criteria: a signal becomes useful only when the next owner knows wh Shortcut React to the loudest request. Momentum continues because the action matches the buying situation. A good path preserves…
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