Figure 16 Sept 2026From “What is a marketing-to-sales handoff? The interface where attribution breaks”

The synthetic marketing-to-sales handoff contract

A handoff is measurable only when release, acceptance, response, exception, and outcome are separate records.

Figure 1The synthetic marketing-to-sales handoff contract

ID	Release and qualification	Acceptance or return	SLA clock	Owner and exception	Next event and outcome	Disposition
H-01	Released; ICP, need, region, and consent pass	Accepted at 09:30	Starts at acceptance; response due in 24h	AE-Alpha; no exception	First response at 13:10; opportunity created	Included in accepted and response rates
H-02	Released; same rule version	Returned at 10:15	Clock stops on return	AE-Alpha; budget field missing	Marketing enriches record; no opportunity by cutoff	Return reason reported, not silent loss
H-03	Released; qualification passes	Accepted at 11:00	Response due in 24h	AE-Beta; capacity open	No qualifying response by cutoff; opportunity not created	Accepted, not response-complete
H-04	Held before release	Not handed to sales	No sales clock	Marketing queue; duplicate detected	Merged with existing record	Excluded from released denominator
H-05	Released; qualification passes	Accepted at 12:00	Response due in 24h	Fallback queue; territory exception	Response at 36h; opportunity created	Late response and exception retained
H-06	Released; qualification passes	Accepted at 14:00	Response due in 24h	AE-Gamma; owner reassigned	Response at 4h; disqualified after discovery	Accepted and response-complete, no opportunity

Swipe or scroll horizontally if the table is wider than your screen.

Source: Author's synthetic handoff contract grounded in Biemans, Malshe and Johnson (2022), Sabnis et al. (2013), and Terho, Salonen and Yrjänen (2023). Fields, timestamps, and outcomes are illustrative.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-what-is-marketing-to-sales-handoff-fig02.png

Source and evidence

Each line names a claim related to this exhibit, its source, and how it was checked.

A BMJ22-C1 The review's own count: "we identify 73 articles" about the sales-marketing interface, published 1990 through 2021Biemans, Malshe & Johnson. (2022)
A BMJ22-C2 The coding scheme, in the review's words: "structural linkages refer to the horizontal platforms or interaction" channels established for interdepartmental activity, alongside role linkages, interactions and perceptionsBiemans, Malshe & Johnson. (2022)
A SCCL13-C1 The sample, from the paper: "we received 562 surveys for a response rate of" 21.08%, "we retained 500 usable responses", and the analysis uses "data from 461 sales reps from four firms". The 70% in the same abstract is guarded by FUN-X1 and never travels with this rowSabnis et al. (2013)
A SCCL13-C5 Time allocation is the mechanism: "the proportion of time that sales reps devote to marketing leads depends on organizational lead prequalification"Sabnis et al. (2013)
A TSY23-C1 "the sales development processes relating to lead research engagement and handover are conducted in four distinct application contexts" to qualify leads for the outside salesforceTerho, Salonen & Yrjänen. (2023)
A TSY23-C3 The four contexts are named: "sales development processes can be applied in outbound prospect focused outbound account based inbound prospect focused and inbound account based lead management contexts", and the processes "vary depending on the nature of the l"eadTerho, Salonen & Yrjänen. (2023)
B V08-OWN-C1 A marketing-to-sales handoff is a dated interface where one owner releases a qualified work object and another owner accepts, returns, or holds itAuthor framework grounded in BMJ22-C1, SCCL13-C1, and TSY23-C1
B V08-OWN-C3 Handoff acceptance is accepted released records divided by released records under the declared scopeAuthor formula set
B V08-OWN-C6 Handoff latency and response completion describe interface operation and do not by themselves prove attribution or conversion causalityAuthor negative boundary
A V08-OWN-C9 Sabnis et al. analyze marketing-lead follow-up in relation to lead quality, volume, tracking, experience, performance, and compensation contextSCCL13-C1 to SCCL13-C5

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

Revenue operations & AI

What is a marketing-to-sales handoff? The interface where attribution breaks

A marketing-to-sales handoff is a dated release and acceptance interface. Name qualification, owner, SLA clock, exception, and outcome before measuring it.

6 Sept 2026

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APA 7

Isoglu, S. (2026). The synthetic marketing-to-sales handoff contract [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-marketing-to-sales-handoff-fig02/

BibTeX

@misc{isoglu-2026-what-is-marketing-to-sales-handoff-fig02,
  author = {Isoglu, Sinan},
  title = {{The synthetic marketing-to-sales handoff contract}},
  year = {2026},
  howpublished = {Figure 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-marketing-to-sales-handoff-fig02/},
  note = {From the essay {What is a marketing-to-sales handoff? The interface where attribution breaks}}
}

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  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-marketing-to-sales-handoff-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-marketing-to-sales-handoff-fig02.png" alt="Figure 1: The synthetic marketing-to-sales handoff contract" width="3200" height="2400">
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  <figcaption>Figure 1: The synthetic marketing-to-sales handoff contract. Source: Author&#39;s synthetic handoff contract grounded in Biemans, Malshe and Johnson (2022), Sabnis et al. (2013), and Terho, Salonen and Yrjänen (2023). Fields, timestamps, and outcomes are illustrative. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-marketing-to-sales-handoff-fig02/">View exhibit</a>.</figcaption>
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