What is the difference between a lead and an opportunity in Strkr?
A lead is a prospect in the pre-qualified or qualifying state. An opportunity is a prospect that sales has committed resources to pursue toward a close. The transition from lead to opportunity happens at the sales-accepted-qualified moment (SQL conversion) and reflects the business commitment to work the deal. Strkr maintains the lead record even after opportunity conversion with the bidirectional link, so the lead's pre-opportunity history (scoring progression, nurture engagement, specific content touches, first-touch attribution) remains accessible from the opportunity record. When the opportunity closes, the attribution flows back to the lead's sourcing data cleanly. This posture is different from CRMs that convert the lead record into the opportunity record and lose the pre-opportunity history. Preserving both records enables marketing attribution to work correctly and enables post-mortem analysis of specific closed-won patterns to connect back to the specific lead-generation activities that produced them.
How does lead scoring configuration work?
Scoring runs on configured rules that weight specific signals. Four signal categories typically drive the score. Demographic fit: job title match to ICP persona, company size against ICP bracket, industry match, geography match, specific role attributes. Behavioral engagement: web visits (specific pages weighted differently with pricing page highest), content downloads, email engagement (open and click rates with recency weighting), specific-event triggers (pricing-page visit scoring higher than blog-post visit). Intent signals: Bombora topic signals, G2 category research, hiring signals, specific external intent-data signals from vendor subscriptions. Product-usage signals (for PLG motions): signup event, team-growth signal, usage-threshold crossings, SSO enablement, specific feature usage. Each rule weights the specific signal with a configurable point value. Negative scoring applies for disqualifying signals (job title mismatch, specific-competitor domain, suppressed account). The total score computes continuously as new signals arrive. The score surfaces on the lead record with the top 5 contributing signals cited inline so the AE sees exactly which signals drove the number. Scoring rules can be versioned and A/B tested against each other to validate that rule changes actually improve downstream conversion. The configuration surface is designed for the RevOps lead or the demand gen lead to adjust without engineering support.
What exactly does the lead-rot detector flag and when?
The lead-rot detector runs configurable aging rules against specific lifecycle states. Default rules include: New state over the first-contact SLA (typically 5 to 60 minutes for inbound, 24 hours for outbound), Working state with no activity for over 14 days (configurable), MQL state in sales queue without acceptance or rejection for over 72 hours (configurable), SQL state without opportunity creation for over 30 days (configurable), Nurturing state with no re-engagement signal for over 180 days (configurable). Flagged leads route for intervention based on the specific rot pattern: SLA busts route for immediate review by sales leadership, extended working-state leads route to the AE for forced disposition (continue working with specific plan, revert to nurture, disqualify with reason), stuck MQLs escalate to the sales manager for routing resolution, stuck SQLs trigger a sales management review on qualification, extended nurture leads route for recycle evaluation or deletion based on account signals. The specific thresholds configure per lifecycle state and can differ by segment, product line, or specific-source attribution. The RevOps lead sees the current rot picture on a dashboard with specific counts per state and specific intervention counts, which turns silent lead-death into managed lifecycle maintenance.
How does the lead-to-opportunity conversion preserve attribution data?
When a lead converts to opportunity, the full lead history preserves on the lead record with a bidirectional link to the resulting opportunity. The opportunity inherits specific attribution metadata: original lead source (campaign, UTM parameters, specific-content attribution), lifecycle progression timestamps (New-to-Working, Working-to-MQL, MQL-to-SQL, SQL-to-Opportunity), the specific scoring history across the lead lifecycle with the contributing signals at each major transition, the full engagement history (page views, content downloads, email interactions, outbound touches, direct AE communications), nurture-sequence enrollment history, specific-event attribution (webinar attendance, trade-show interaction, specific-content download). When the opportunity progresses through sales stages and eventually closes, the attribution surface traces the full path back from the closed deal through the lead lifecycle to the original sourcing campaign. First-touch, last-touch, linear, and position-based attribution models compute from the preserved timeline. The specific operational benefit is that marketing can report closed-revenue attribution with full data integrity, which transforms the quarterly budget-allocation conversation from estimation to real measurement. The bidirectional link means the lead record is queryable from the opportunity (what was this prospect's journey before sales committed) and the opportunity is queryable from the lead (what happened after sales accepted qualification).
Can lead management rules differ by segment or product line?
Yes. Lead management rules can configure per-segment with specific lifecycle thresholds, scoring rules, routing logic, and nurture-sequence enrollment. A B2B SaaS with both self-serve PLG and sales-led enterprise motions typically configures: PLG lifecycle with faster transitions and specific usage-based scoring, enterprise lifecycle with longer qualification periods and specific decision-committee-based scoring, separate routing rules (PLG routes to the PLG specialist team, enterprise routes to the strategic account team), different lead-rot thresholds (PLG MQL rot after 48 hours because the usage signal needs timely response, enterprise MQL can hold 2 weeks because the sales cycle is longer). Multi-product teams configure product-line-specific rules so a lead expressing interest in Product A follows a different lifecycle than one expressing interest in Product B. The configuration surface supports multiple rule-sets with specific lead-level assignment based on segment, product, source, or specific attributes. The complexity ceiling scales with the complexity of the business; mid-market teams typically run 2 to 4 distinct rule-sets, enterprise teams may run 8 or more. The specific rule-set assignment can be dynamic (a lead that initially entered as PLG upgrades to the enterprise rule-set when the team-size signal crosses a threshold).
How does the recycle workflow work for disqualified leads?
When sales disqualifies a lead, the AE selects a disqualification reason from a configured list (common reasons: not a fit, timing wrong, budget misaligned, incorrect contact, specific-competitor already contracted, product mismatch). The reason retains on the lead record. The recycle workflow routes the lead to a specific re-engagement track based on the disqualification reason. Not-a-fit leads route to retargeting evaluation and ICP recalibration review (if the business pattern shifts, these leads might become fit later). Timing-wrong leads enter a long-cycle nurture with a configured waiting period (typically 90 days to 6 months) before re-engagement, after which specific-content touches resume to detect fresh signals. Budget-misaligned leads route to a different-tier nurture track with content tuned to the specific budget-tier that might fit (specific SMB-track content for leads disqualified from the enterprise motion for budget reasons, or vice versa). Incorrect-contact leads route for data-cleanup (verify or update contact information) before any re-engagement. Specific-competitor-contracted leads route to a long-cycle competitive-displacement nurture that revives when competitor-contract-expiration signals surface (typically through specific-vendor intent monitoring or renewal-season timing). Product-mismatch leads route to the appropriate product-line nurture if the mismatch is specifically another product in the portfolio. The specific recycle logic recovers investment in leads that generic "disqualified" treatment would waste. The RevOps lead reviews recycle performance quarterly to identify which disqualification reasons produce the highest downstream re-engagement success.