Marketers need to include a capabilities matrix, competitive matrix and an FAQ document as early in the lead nurturing process as possible.  With lead scoring marketing can trigger subsequent calls beyond when a prospect reaches the status of MQL (Marketing Qualified Leads), triggering sales to respond to prospect behavior. For example, marketing automation gives you the ability to push out specific campaigns when a prospect clicks on your FAQ or Pricing page. by Shawn Cook | Tweet this A marketer posed a perplexing question to me recently. My answer: Both. Sound off.