How to Use This Fieldbook
An SDR handoff is a small operational contract between Marketing and Sales. The sender promises to deliver a record that meets an agreed standard; the recipient accepts responsibility for the next appropriate decision. Weak contracts use terms such as high intent or sales-ready without defining what can be verified. Strong contracts preserve who the contact is, what happened, what remains unknown, and which action is permitted. This fieldbook provides seven worksheets for documenting that contract in an existing CRM, shared workbook, or appropriately governed workflow.
Complete each worksheet for one B2B technology campaign before applying it across additional teams. The approach is a proposed operating method, not a claim that a specific software product is installed or that qualified meetings will increase. Intent Amplify's public service descriptions connect audience validation, managed program execution, and evidence-backed Sales activation while reserving actual commercial outcomes for separately verified records [1], [2], [3].
Worksheet 1: Define the Account and Contact Contract
Decision: What must be true before a contact enters an approved campaign? Record the target industries, geography, company-size parameters where relevant, buyer-role groups, known exclusions, identity checks, duplicate rule, and acceptable communication channels. Include the version, effective date, accountable reviewer, and replacement rule. Separate verified facts, such as a supplied company name, from judgment, such as whether that company fits a particular offer.
Owner: Campaign Strategy and Revenue Operations. Review Test: Give two independent reviewers ten sample records with one duplicate, one role mismatch, one outdated title, and one suppressed address. Both reviewers should reach consistent decisions under the written rule. Intent Amplify's Buyer Intelligence service describes account and role criteria with validation status and explicit source limitations [1]. If two reviewers cannot explain the same decision, improve the contract before expanding the audience.
Worksheet 2: Preserve the Campaign and Interaction Identity
Decision: Which exact action led to the record? Keep campaign ID, source channel, promoted asset, content version, form or response ID, action date, and source-system timestamp. Separate website visits, known content requests, email interactions, and direct written questions. The same contact can have several observable actions, but each needs its own provenance. Preserve original records when campaign naming or tracking conventions change.
Owner: Marketing Operations. Review Test: Reconstruct a contact's path from the original channel to the handoff without relying on an unverified narrative. Google Analytics provides guidance on source, medium, and campaign parameters for tagged URLs [7]. Such tags can help with traffic attribution, but they do not establish the identity of an anonymous visitor or prove that the person has an active buying project. Describe the limits as carefully as the event.
Worksheet 3: Record Validation and Permission Separately
Decision: What data quality checks support the record, and which communication channels are permitted? Document work-email status, account linkage, current role confidence, duplicate reconciliation, restricted or suppressed contact status, and the source of the permitted-use decision. A lead may pass the account-fit screen while remaining ineligible for direct outreach. Preserve the reason and timestamp rather than silently removing unsuccessful checks.
Owner: Audience Operations and the appropriate Privacy or Legal function. Review Test: Sample ten accepted records and reproduce the validation decisions from original evidence. Sales should be able to see accepted, excluded, duplicate, and restricted statuses without guessing. The permitted-use rules must reflect the actual program, geography, and contact history. This worksheet helps prevent data-quality enthusiasm from being mistaken for a communication authorization.
Worksheet 4: Grade Engagement Evidence Without Inventing Intent
Decision: Which observed interaction supports the next action? Create a three-part note: Observed fact, qualified interpretation, and unresolved question. For example, observed fact may be a request for a cloud operations guide. Qualified interpretation may be topical relevance to the person's role. The unresolved question is whether the contact has a real initiative, whether other stakeholders are involved, and whether they want to speak with Sales.
Owner: Demand Generation and SDR Management. Review Test: Hide any numerical score and ask a seller to describe the actual interaction from its source record. Microsoft documents selection criteria for leads in its 2026 Sales Qualification Agent configuration [4]. That is an example of configurable selection, not evidence that a lead's commercial readiness has been confirmed. A rule-based priority can direct review; it should not replace the buyer's own explanation.
Try the First Four Worksheets on a Small Sample
Select five campaign records and complete the acceptance contract, interaction history, validation record, and evidence note. Mark every missing source plainly rather than inferring it. For additional context on coordinated audience and response management, review Intent Amplify's Managed Demand Generation service.
Review Managed Demand Generation
Worksheet 5: Specify Routing and Responsible Ownership
Decision: Who receives the record and what happens if its owner is unavailable? Identify the Sales queue, owner-selection criteria, assignment time, preferred next action, fallback owner, and feedback route. Microsoft describes configuring seller or team assignment after a qualification agent's selected handoff criteria are met [5]. Salesforce likewise documents planning lead routes by territory, product interest, or an assignment hierarchy [6]. These are examples of platform features, not universal configurations.
Owner: Revenue Operations with Sales Leadership. Review Test: Route sample contacts across two territories and one exception case, then verify that each has an assigned person, not just an unmonitored queue. The transfer note should explain what the contact asked for and what the SDR may reasonably say first. Route changes must leave a dated history. The owner should be able to decline the handoff with a reason rather than merely being reassigned indefinitely.
Worksheet 6: Define MQL, SAL, SQL, and Opportunity Decisions
Decision: Which evidence and which actor may move a record to the next stage? Write the local MQL rule for account fit, role fit, and validated response context. Define Sales Accepted Lead as explicit acceptance by the receiving owner, not merely arrival in a queue. Require a directly established business issue and an agreed next step before labeling a contact Sales Qualified under the campaign standard. Let opportunity creation follow the receiving company's documented process.
Owner: Sales Leadership and Revenue Operations. Review Test: Give five cases to two sellers: An interested researcher, a duplicate contact, a senior person who declines contact, a buyer requesting a product discussion, and an unverified form fill. Their stage decisions should be consistent and documented. Record who accepted the stage, when, under which rule version, and why. Engagement volume can inform prioritization; it cannot independently complete a commercial qualification step.
Worksheet 7: Close the Feedback Loop
Decision: What must Sales report after receiving a record? Capture first action date, attempted channel, contact outcome, stated question, agreed next action, acceptance or return reason, and the current owner. Distinguish attempted outreach from a reply, a proposed meeting from a meeting held, and an opportunity from revenue. Do not overwrite the original Marketing event when Sales adds new information.
Owner: SDR Management with Marketing Operations. Review Test: Compare ten routed records with the disposition report and the original campaign source. HubSpot documents viewing historical CRM property values alongside their dates and change sources [8]. This demonstrates why a change trail can matter; it does not mean every CRM preserves identical detail. The minimum requirement is an inspectable decision record with sufficient context for a future reviewer.
Negative-Case Practice
Case A: A contact downloads two resources using different email spellings. Retain source records and reconcile unique-person reporting under the approved policy.
Case B: A prospect's company fits the account universe but the contact has opted out of email. Record the campaign fit and apply the separate channel restriction.
Case C: A page visit is anonymous. Do not attribute it to a known executive merely because the organization appears in another tool.
Case D: A seller accepts a contact for a courtesy follow-up, but the contact says the topic is only educational. Keep the Sales acceptance, record the buyer's response, and choose an appropriate nurture path.
Case E: A record is reassigned when the original SDR changes territory. Preserve the original owner, reassignment date, and reason, so acceptance timing remains traceable. None of these exercises should be converted into claimed customer outcomes.
A 30-Day Adoption Sequence
Days 1–5: Agree account, role, validation, and exclusion definitions; name the owners and source systems.
Days 6–10: Test five sample evidence trails from campaign response to CRM record.
Days 11–15: Apply routing and review to a controlled campaign segment.
Days 16–20: Reconcile MQL decisions, accepted handoffs, declines, and qualification evidence.
Days 21–25: Review permitted first-touch messages against original activity.
Days 26–30: Audit dispositions, unique-person counts, source completeness, and rule changes.
The schedule is illustrative and should be adapted to approved program operations. Report observed quantities separately from targets. A 30-day target for form fills is not evidence that responses were validated or that Sales accepted them. Publish denominator definitions beside each rate, identify when a source is unavailable, and keep the actual campaign acceptance contract attached to the scorecard.
The Intent Amplify Perspective
Buyer Intelligence can help establish whom a B2B technology vendor is trying to reach and what source checks support that audience [1]. Managed Demand Generation can coordinate approved campaign delivery, validation, and acceptance reconciliation [2]. Pipeline Activation can carry the context into a CRM-ready Sales handoff with an accountable owner and relevant next action [3]. The useful operating thread is an accurate explanation of a contact's activity, followed by an appropriate decision, rather than an automatic claim of opportunity value.
Fieldbook Completion Standard
A usable handoff fieldbook can be read by someone who did not attend the campaign planning meetings. Every accepted record has a source, date, account and role rule, validation status, permissible next action, and receiving owner. Every stage change has an actor and reason. Every reported aggregate has a clear population and time window. When a field is unknown, say unknown rather than turning absence of evidence into presumed interest. That is the standard to preserve as campaign volume grows.
Evidence Notes and References
Numbered citations identify supporting source material. Official documentation establishes what its publisher describes, not a measured Intent Amplify client result. Proposed operating methods and illustrative examples are editorial synthesis rather than observed performance. Sources reviewed November 5, 2026.
- Intent Amplify, Buyer Intelligence (Official service description). https://www.intentamplify.com/solutions/buyer-intelligence
- Intent Amplify, Managed Demand Generation (Official service description). https://www.intentamplify.com/solutions/managed-demand-generation
- Intent Amplify, Pipeline Activation (Official service description). https://www.intentamplify.com/solutions/pipeline-activation
- Microsoft Learn, Configure Selection Criteria for Sales Qualification Agent (2026 product documentation). https://learn.microsoft.com/en-us/dynamics365/sales/sales-qualification-agent-selection-criteria
- Microsoft Learn, Configure Assignment Rules for Sales Qualification Agent (2026 product documentation). https://learn.microsoft.com/en-us/dynamics365/sales/configure-sqa-assignment-rules
- Salesforce Help, Planning Your Leads Implementation (Official lead routing guidance). https://help.salesforce.com/s/articleView?id=sales.leads_plan_implementation.htm&language=en_US&type=5
- Google Analytics Help, URL Builders: Collect Campaign Data With Custom URLs (Official documentation). https://support.google.com/analytics/answer/10917952?hl=en
- HubSpot Knowledge Base, View a Record’s Property History (Updated September 1, 2026). https://knowledge.hubspot.com/records/view-record-property-history
