Lead qualification and evidence-based scoring
Separate fit from readiness
Fit means the customer’s need falls within what you can deliver. Readiness concerns motivation, timing and a decision process. A suitable company researching next year’s options differs from an urgent request outside your service scope. Treating both identically wastes time.
Identify questions needed before opening an opportunity: the problem, its impact, decision participants and an agreed next step. A recognizable company name or repeated email opens does not replace a clear need or permission to continue.
Start with an understandable score
Use a small number of interpretable signals. Separate fit from engagement and define how old signals decay. Avoid counting several correlated events from one action, such as automated page reloads, as independent evidence.
Review high- and low-scoring examples before turning the score into a decision. Can colleagues explain the ranking? Are suitable leads penalized because data is missing? Missing information should trigger review rather than automatically imply a lack of interest.
Connect qualification to a route
After qualification, select a destination: an owned opportunity, later follow-up with a date, or a clear response to an out-of-scope request. Record the reason so new information can reopen the decision. Avoid leaving a lead between lists without ownership.
Review cohort outcomes after an appropriate sales cycle and inspect cases that contradicted expectations. Scoring should prioritize work and guide questions, with human review for important cases. A score is neither a purchase promise nor a substitute for understanding need.