B2B Lead Management Playbook (HubSpot & Salesforce)
A predictable revenue engine starts with a strong lead management process.
But for most B2B startups, lead management is the area that breaks first — and costs the most in lost pipeline.
Leads enter the CRM inconsistently, attribution is messy, qualification is subjective, follow-up is slow, and opportunities are created without structure. These operational gaps lead to low conversion rates, inaccurate forecasts, and frustrated GTM teams.
To fix this, founders and RevOps leaders need a clear, simple, and scalable framework.
That’s why we created the B2B Lead Management Playbook — a concise, actionable, 6-step guide designed specifically for startups using HubSpot or Salesforce.
This playbook shows you exactly how to build a clean, consistent, and fully operational lead lifecycle management system in under an hour.
Download the Lead Management Playbook →
Why Lead Management Matters
Searches for terms like lead management process, HubSpot lead management, and Salesforce lead management have grown significantly because scaling startups increasingly rely on structured RevOps foundations.
Effective lead management drives:
- Higher MQL → SQL conversion
- Faster speed-to-lead
- Cleaner CRM data
- More reliable forecasting
- Better alignment between Marketing, SDRs, and AEs
- Stronger pipeline creation
When lead management is inconsistent, the GTM engine feels chaotic.
When it’s structured well, every part of the funnel improves.
The playbook gives you the exact system used by high-performing B2B revenue teams.
What’s Inside the Playbook
The B2B Lead Management Playbook breaks down lead management into six core pillars:
1. Define Your Lead Stages & Ownership Structure
Create consistent lead stages (New → Attempting Contact → Engaged → MQL → SQL → Disqualified) and assign clear ownership across Marketing, SDRs, AEs, and RevOps.
2. Standardise Lead Capture & Lead Source Attribution
Ensure every inbound or outbound lead enters your CRM cleanly, with correct UTM tracking, channel attribution, and duplicate prevention in HubSpot or Salesforce.
3. Implement Lead Qualification & Lead Scoring
Define your ICP, set negative filters, build scoring models, and automate MQL identification to ensure your team works the right leads at the right time.
4. Automate Lead Routing & Assignment
Use HubSpot workflows or Salesforce Flow to instantly assign leads using round-robin, territory, segment, or product-based logic — eliminating manual routing and leakage.
5. Enforce Speed-to-Lead & Follow-Up SLAs
Put SLAs, alerts, and escalation processes in place to ensure rapid first-touch, consistent follow-up, and improved inbound conversion.
6. Standardise Handoffs & Build Lead Management Reporting
Create a reliable MQL → SQL → Opportunity journey, enforce required fields, and build dashboards for conversion, leakage, and SLA compliance.
Each section includes actions, red flags, and practical next steps — making it easy to implement even if you don’t have a dedicated RevOps team.
Get the 6-Step Lead Management Framework →
Who This Playbook Is For
This resource is built for:
- B2B startups scaling inbound and outbound motions
- Founders formalising their first GTM processes
- Sales leaders looking to improve conversion and forecasting
- RevOps teams implementing or cleaning up HubSpot or Salesforce
- Marketers struggling with handoffs and follow-up consistency
If you’ve ever said “leads are falling through the cracks,” this playbook solves the root problem.
What You’ll Achieve
After working through the playbook, you’ll have:
- A complete, documented lead management process
- Clean, consistent lead stages and lifecycle definitions
- Automated qualification and routing
- Faster speed-to-lead and SLA enforcement
- Standardised handoffs between Marketing, SDRs, and AEs
- Reliable reporting for pipeline, conversion, and GTM performance
This is the exact system Altura uses when helping clients build scalable revenue operations.
Who is Altura GTM?
Altura GTM is a RevOps consultancy that helps B2B startups build predictable, scalable revenue engines. We specialise in CRM implementations, lead management systems, and GTM process optimisation across HubSpot and Salesforce. Our approach is simple: clean data, clear processes, and revenue operations that grow with you.
If you want support implementing your lead management process or strengthening your CRM foundations, reach out at info@alturagtm.com to book a call with the team.
Download the Lead Management Playbook →Get the 6-Step Lead Management Framework