Where leads fall through, and how to close the gaps
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Leads die in the seams between marketing, SDRs, and account executives. Paul breaks down a leak-proof handoff: clear ownership, defined stages, and automation that enforces the rules instead of relying on good intentions.
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The fastest way to waste demand is to generate it and then fumble the handoff. This episode maps the classic points where leads leak, from MQL to routing to first touch, and shows how to design a handoff people actually follow.
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“Don't design the handoff around good intentions. Design it around ownership and time.”
— Paul Maxwell
Full transcript
Paul: A handoff is a promise. Marketing is promising sales that this lead is real and ready, and sales is promising to act on it fast. When either side breaks that promise, trust collapses and everyone goes back to their own spreadsheets.
Paul: So don't design the handoff around good intentions. Design it around ownership and time. Every lead has exactly one owner the instant it qualifies, and there's a clock on the first touch.
Paul: The automation isn't there to be clever. It's there to make the right thing the easy thing, and to make the leak visible the moment it happens instead of at the end of the quarter.
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