Key takeaways
- Define qualification as observable evidence, not a feeling about the lead.
- Separate fit criteria, which describe the company, from intent criteria, which describe the buying situation.
- Write entry and exit criteria for each stage so marketing and sales use the same definitions.
- Review win and loss reasons against the criteria and remove any criterion that does not predict progress.
On this page
Separate fit from intent
Fit describes whether the company could use the offer. Intent describes whether it is likely to buy now. A strong-fit contact with no trigger is nurture; a weak-fit contact with urgent intent is rarely a good use of sales time.
Keep fit criteria few and hard; five or six is usually enough. Intent criteria need a date or a named event, otherwise they are opinions.
| Dimension | Fit criteria | Intent criteria |
|---|---|---|
| Question | Could this organisation use the offer? | Is there a reason to act now? |
| Examples | Sector, size, geography, operating model | Trigger, priority, timeline, active evaluation |
| Evidence | Company data, website, public records | Discovery notes, emails, calls |
| Owner | Marketing and sales leadership | Sales, confirmed in discovery |
Write stage definitions
Define each stage by what has happened. A lead becomes marketing qualified (MQL) when it matches the fit profile and shows a defined level of interest. It becomes sales qualified (SQL) when a salesperson has confirmed a need, a decision process, and a credible timeline.
Avoid stage names that describe hope, such as engaged or interested. A stage that cannot be tested cannot be managed.
- MQL entry: fit matched, a valid business contact, and one recorded intent signal.
- MQL exit: accepted, returned to nurture with a reason, or disqualified.
- SQL entry: need, decision-maker, timeline, and next step confirmed.
- SQL exit: opportunity created, or nurture with a dated follow-up.
Set decision rules and routing
Decide what happens when a lead passes some tests but not others. Write the rule before the next handoff argument.
Name the mandatory criteria, such as served sector, minimum team size, and ability to buy the scope. Allow a documented exception rather than bending the rule silently.
Response time is part of qualification. A qualified lead called after three days is not the same lead as one called within an hour. Set a service level and measure it.
- Accept: all mandatory fit criteria pass and two intent signals are present. Route to the account owner within one business day.
- Nurture: fit passes but intent is weak. Add to a segment sequence with a review date.
- Refer: fit fails but the need is real. Route to a partner and record why.
- Disqualify: a mandatory criterion fails, the contact is not a buyer, or consent is missing.
Make criteria visible in the CRM
A criterion in a document will be ignored at month end. Put fields in the lead and opportunity records, make mandatory ones required at stage change, and use picklists rather than free text.
Treat scores as a summary, not a substitute. If a lead qualifies only through low-value actions, the model is measuring activity rather than intent.
- One field per criterion, with a short controlled list.
- Evidence beside the answer: a call note, email, or document.
- A lost reason and a disqualification reason from the same list.
- Original source and latest source kept separate.
- A monthly sample audit against the written criteria.
Calibrate with wins and losses
Review qualification quarterly against closed opportunities. For each criterion, compare the share of won deals that passed with the share of lost deals that passed. A criterion both groups pass at similar rates is not discriminating.
Review the leads sales rejected. Repeated rejections for the same reason usually mean the criterion is wrong or the capture is incomplete. Update the definition, version it, and tell both teams.
Do not add a criterion because one deal was lost. Add it when a pattern is visible and the evidence can be collected reliably.
Frequently asked questions
What is the difference between an MQL and an SQL?+
An MQL matches the fit profile and has shown interest. An SQL has a confirmed need, a decision process, and a credible timeline after a sales conversation.
How many qualification criteria are enough?+
Five or six fit criteria and a small set of intent signals. More criteria slow the handoff without improving the decision.
Should budget be a mandatory criterion?+
Only when the buyer must have approved funds before any work can start. Otherwise confirm the funding path during discovery and record it.
Who owns lead qualification?+
Sales and marketing jointly. Marketing owns fit data and intent capture; sales owns the discovery evidence and the decision to pursue.
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