Lead qualification.

Criteria and questions that let everyone on your team judge enquiries the same way.

Two sales colleagues hand over an enquiry and organise its contact information.

Make the definition usable in a real conversation.

Marketing and sales need a shared view of fit, readiness and the next step. We turn that understanding into fields, questions and decision rules that the team can apply without guessing.

What we can build together.

The final deliverables, review rounds and schedule are agreed around your brief.

Qualification framework: Define the signals that indicate fit, intent and readiness for your offer.
Questions and fields: Collect only the information needed to make the next decision.
Decision rules: Agree outcomes for qualified, unqualified and incomplete enquiries.
Feedback loop: Record reasons and review whether the framework reflects actual sales experience.

Write criteria people can apply consistently.

Compare examples together

Give sales and marketing the same anonymised sample enquiries and ask each team to choose the next action. Discuss the differences. It is a quick way to expose vague criteria before encoding them in a form or CRM workflow.

Keep an incomplete state

An enquiry with missing information is not necessarily unsuitable. Define what needs clarification and who should ask. A good framework distinguishes lack of fit from lack of evidence, so potentially relevant enquiries do not disappear behind a single rejection label.

From brief to handover.

Review real enquiries
Compare examples that progressed, stalled or were unsuitable and discuss the reasons.
Write the criteria
Agree definitions and questions with the people responsible for qualifying and following up.
Apply and calibrate
Test the framework on sample leads and adjust ambiguous or unhelpful rules.