It needs to be accurate and informative but also as accessible as possible. It is tempting just to include the positive things that you have done, but it is vital to include areas that need work, as well as plans for how to achieve this. Including your plans to work on areas that may be lacking, as well as your general plans for the future are both good ideas, as it shows your processes and the fact that you are thinking about possible outcomes and goals, not just focusing on the things that have gone well in the past.
MQL/SQL
Marketing Qualified Leads and Sales Qualified Leads are a way to further categorize the leads that come into your business. A lead is a person who is potentially interested in your product or service. Categorizing and defining your leads intocan help to better display and assess your marketing strategies and leads. Marketing and Sales teams can consult each other and set different criteria for MQLs or SQLs. Sales teams assess the SQLs, and marketing teams assess the MQLs.