Lead generation, scoring and the handoff to sales
Capture leads with forms people trust, define lead stages jointly with sales, check whether a scoring model actually predicts outcomes, and run a handoff with response targets, reason codes and a feedback loop. Every conversion figure states its denominator and cohort.
- Level
- Intermediate
- Length
- About 60 minutes
- Contents
- 3 lessons · 1 video · final exam
- Status
- Published · updated 1 Oct 2026
Skills you'll practise
- Design a lead form that asks only for what's needed and keeps marketing consent separate
- Distinguish fit signals from engagement signals and explain why scores need checking against outcomes
- Calculate conversion by score band and by source with a stated denominator and cohort
- Write a handoff record that gives sales source, context and consent status
- Use rejection reason codes and follow-up data to fix the process instead of arguing about lead quality
Course outline
- 1.Leads, scoring and the handoff to salesVideo · 2 min
- 2.Lead capture that earns trustLesson · 16 min
- 3.Defining and scoring leadsLesson · 16 min
- 4.The handoff and the feedback loopLesson · 15 min
- 5.Lead generation, scoring and the handoff to sales: knowledge checkKnowledge check · 17 questions
- 6."Marketing leads are junk"Scenario
- 7.Final exam9 questions · passing it completes the course, so people who already know the material can test out
Sources it draws on
The lessons and questions are written from these references, so learners can go back to the original.
- UK ICO: Business-to-business marketing (PECR and UK GDPR)
- UK ICO: Guide to PECR, electronic mail marketing
- UK ICO: Right to object (UK GDPR)
- US FTC: CAN-SPAM Act, a compliance guide for business
- General marketing and sales practice (starter content; have a subject expert review it)
See it with your own jobs and topics
Tell us about your team and we'll walk you through setup, from choosing jobs to your first skills check.