# Lead handling SOP template

> A copyable lead handling SOP for a sales desk working ad leads: who watches which channel, response targets, retry rules, notes, stage moves and a weekly check.
- **Author**: Marxx
- **Published**: 2026-11-07
- **Category**: Lead generation
- **URL**: https://marxx.ai/library-templates/lead-handling-sop

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A lead handling SOP (standard operating procedure) is a one-page rulebook that says who watches for new leads, how fast they call, what they write down and when a lead changes stage. Copy the template below, fill the brackets, and pin it where your sales desk works.

## What the SOP must answer

Every rule in it answers one of five questions. If a new caller can answer all five after reading it, the SOP works.

1. Where do new leads show up, and who watches there?
2. Who owns each lead, and what happens if they are away?
3. How fast must the first contact happen, and how many retries?
4. What gets written on the lead after each contact?
5. Who moves a lead to each stage, and when?

## The template

```
LEAD HANDLING SOP: [Team name]          Owner: [name]   Updated: [date]

1. WHERE LEADS ARRIVE
   - Meta lead forms   -> [channel/inbox], watched by [names]
   - Google lead forms -> [channel/inbox], watched by [names]
   - Website / calls   -> [CRM view], watched by [names]
   Hours covered: [days], [start]-[end]. After hours: [rule].

2. OWNERSHIP
   - Assign by: [product/city/language], then [round robin/turn].
   - Owner away? Lead goes to [backup name].
   - Not contacted in [X] min? [Team lead] calls or reassigns.

3. TIME TARGETS
   - First contact: within [X] min in office hours.
   - After hours: first contact by [time] next working day.
   - Retries: [3] calls over [2] days + [1] WhatsApp.
   - No answer after retries: stage Lost, reason "No answer".

4. NOTES (after every contact, within 2 min)
   - What they want, timing, budget, objections.
   - Next step + date. Language preferred.
   - Never paste card or ID numbers into notes or chat.

5. STAGES
   New -> Contacted        : caller, at first real attempt
   Contacted -> Qualified  : caller, if [qualifying rule]
   Qualified -> [Visit/Demo/Quote] : [who]
   -> Won / Lost (+reason) : [who]

6. CONTACT DETAILS
   - Phone numbers live in [CRM], not in [shared channel].
   - Shared or client channels: no names or numbers.

7. CHECKS
   - Daily [time]: [name] lists leads still at New.
   - Weekly [day]: [name] reviews response times, leads
     never contacted, Lost reasons. Shares 3 numbers.
```

## Filled example

Say Northwind Escapes, a fictional travel agency, has four callers and runs Meta ads for Goa and Dubai trips.

```
LEAD HANDLING SOP: Holiday sales desk   Owner: Karan Mehta   Updated: 6 Nov

1. WHERE LEADS ARRIVE
   - Meta lead forms -> #leads-holidays in Slack, watched by
     Priya, Karan, Asha, Imran
   Hours covered: Mon-Sat, 09:30-19:30. After hours: Imran
   checks at 21:00; the rest are called from 09:30.

2. OWNERSHIP
   - Goa form -> Priya, Karan. Dubai form -> Asha, Imran.
     Round robin inside each pair.
   - Owner away? Lead goes to the other person in the pair.
   - Not contacted in 15 min? Karan calls or reassigns.

3. TIME TARGETS
   - First contact: within 10 min, 09:30-19:30.
   - Retries: 3 calls over 2 days + 1 WhatsApp.

4. NOTES: travellers, dates, budget, city of departure,
   next step + date.

5. STAGES: New -> Contacted -> Qualified -> Quote sent
   -> Booked / Lost (+reason)

6. CONTACT DETAILS: numbers stay in the CRM. Slack
   messages show form, ad and time only.

7. CHECKS: daily 17:00, Asha lists leads still at New.
   Monday 10:00, Karan shares median response time,
   leads never contacted, top 3 Lost reasons.
```

Names and hours are made up.

## Tips

- **Keep it to one page.** Anything longer is not read on the desk.
- **Put names, not roles.** "Asha checks at 17:00" gets done. "The team checks" does not.
- **Review it monthly.** New forms, new callers and new clients change the rules. Note the date at the top each time.
- **Train with it.** Walk every new caller through the SOP on day one, then sit with them for their first five leads.
- **Track the numbers it promises.** A [speed to lead](/glossary/speed-to-lead) target means nothing unmeasured.

Agencies can run one SOP per client and send each client's leads to its own channel. See [Slack for an ad agency](/guides/how-to-set-up-slack-for-an-ad-agency) and our [Slack lead notifications guide](/guides/how-to-get-facebook-lead-notifications-in-slack). We make Marxx, which posts Meta leads to a chosen Slack channel per client and hides contact details unless you switch them on. See [Marxx leads](/features/leads).

## FAQ

### Who should own the SOP?

One named team lead. They update it, run the weekly check and train new callers on it.

### Do small teams need an SOP?

Yes, even two people. The SOP stops the "I thought you called" gap that grows as soon as there are two callers.

### Where should the SOP live?

Pin it in the channel or inbox where leads arrive, so it is one tap away when a caller is unsure.

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