Lead Qualification
Which of these 20 prospects deserve your next 5 hours?
Lead qualification is the most expensive judgment call in sales. Pursue the wrong lead and you waste discovery calls. Disqualify the right one and you lose revenue. The goal is not to filter — it is to route the right prospects to the right level of effort.
Overview
| Attribute | Value |
|---|---|
| Purpose | Score and validate leads against ICP to determine pursue/nurture/disqualify |
| Trigger | New lead enters CRM from any source (outreach reply, inbound, referral, event) |
| Frequency | Per lead — within 24 hours of entry |
| Duration | 5-15 minutes per lead (AI scoring) + 2-5 minutes (human review) |
| Owner | Sales Development (AI-led scoring, human-led decisions) |
| Output | Qualified lead with score, routing decision, and next action |
Human Role: Fit judgment, relationship assessment, strategic decisions AI Role: Lead scoring, data enrichment, CRM data analysis, behaviour tracking Spectrum: AI-Led (human reviews edge cases)
Prerequisites
Tools Required
| Tool | Purpose | Access |
|---|---|---|
| CRM | Lead data, activity history, pipeline | Sales CRM |
| Lead scoring algorithm | Automated ICP fit scoring | Sales Forecasting algo |
| ICP document | Target definition with psycho-logic | ICP Framework |
| Company research | Firmographic data enrichment | LinkedIn, Clearbit, or AI research |
Knowledge Requirements
- Validated ICP with psycho-logic profile
- Understanding of buyer roles and buying committee dynamics
- Product-market fit assumptions for target segment
- Historical conversion data (if available)
Inputs
| Input | Source | Required? |
|---|---|---|
| Lead record | CRM (from Lead Generation) | Yes |
| ICP fit criteria | ICP Framework | Yes |
| Engagement signals | CRM activity history, email opens, content downloads | If available |
| Competitive intelligence | Market analysis, win/loss data | Recommended |
Upstream Dependencies
| Upstream Workflow | What It Provides | Link |
|---|---|---|
| Lead Generation | Scored prospect in CRM with research profile | Lead Gen |
| ICP Definition | Target archetype with fit criteria | ICP |
Process
Phase 1: Automated Scoring (AI-Led)
Duration: Seconds per lead Responsibility: AI executes, human configures
Every lead gets an automated score the moment it enters the CRM. No lead sits unscored.
Step 1.1: Firmographic Scoring
| Criterion | Weight | Score (0-5) | Evidence Source |
|---|---|---|---|
| Industry match | 20% | ? | Company profile, LinkedIn |
| Company size | 15% | ? | Employee count, revenue |
| Geography | 10% | ? | Location vs operating area |
| Technology | 10% | ? | Current tools (spreadsheets = high, Salesforce = low) |
| Budget capacity | 15% | ? | Company stage, funding, revenue |
Step 1.2: Behavioral Scoring
| Signal | Weight | Score (0-5) | Evidence Source |
|---|---|---|---|
| Engagement | 10% | ? | Email opens, content downloads, site visits |
| Response speed | 5% | ? | Time to reply (faster = warmer) |
| Questions asked | 10% | ? | Specificity of questions (technical = buying signal) |
| Stakeholder involvement | 5% | ? | Multiple people from same company engaged |
Step 1.3: Compute Lead Score
LEAD SCORE = (Firmographic weighted avg × 0.7) + (Behavioral weighted avg × 0.3)
Range: 0-100
Why 70/30? Before interaction, firmographics are the only reliable signal. After first touch, behavioral data becomes increasingly important. The ratio should shift over the lead lifecycle.
Phase 1 Output: Automated lead score in CRM
Phase 2: ICP Validation (Human + AI)
Duration: 5-10 minutes per lead Responsibility: AI enriches, human validates
The automated score says "this company looks right." ICP validation asks "will this person actually buy?"
Step 2.1: The BANT+ Framework
Traditional BANT (Budget, Authority, Need, Timeline) plus two critical additions:
| Criterion | Question | Signal | Score |
|---|---|---|---|
| Budget | Can they afford it? | Company size, funding stage, stated budget | 0-5 |
| Authority | Are we talking to the decision maker? | Title, org chart position, stated role in process | 0-5 |
| Need | Do they have the specific pain we solve? | Stated problem, observed workaround | 0-5 |
| Timeline | Is there urgency? | Trigger event, stated deadline, contract renewal | 0-5 |
| Fit | Do they match our ICP archetype? | Psycho-logic match, not just demographics | 0-5 |
| Evidence | Can we verify the above? | Third-party confirmation, observable signals | 0-5 |
BANT+ Score = average. Above 3.5 = qualified. 2.0-3.5 = nurture. Below 2.0 = disqualify.
Step 2.2: Psycho-Logic Validation
Demographics match, but do they behave like a buyer?
| They Say | They Mean | Red Flag | Green Light |
|---|---|---|---|
| "Interesting, send more info" | Not interested, being polite | No follow-up question asked | They ask a specific question |
| "We're looking at options" | Spreadsheet comparison mode | Won't share evaluation criteria | Shares their criteria willingly |
| "Let me check with my team" | I don't have authority | They can't name who decides | They name the decision maker |
| "Our timeline is flexible" | Not urgent | No trigger event | They name a deadline or consequence |
| "What's the price?" | Screening, not buying | First question asked | Asked after understanding value |
Step 2.3: Disqualification Criteria
Disqualify fast. Time spent on bad leads is time stolen from good ones.
| Disqualifier | Why | Action |
|---|---|---|
| No budget AND no funding path | Can't pay regardless of need | Park — revisit in 6 months |
| Wrong decision maker with no path to right one | Advocate without authority, deals stall | Ask for introduction or move on |
| Problem doesn't match what we solve | Product-market misfit for this prospect | Disqualify — learn from it |
| Competitor locked in with contract | Switching cost too high right now | Park — track contract renewal date |
| ICP score below 2.0 after enrichment | False positive in lead gen | Disqualify — refine ICP criteria |
Phase 2 Output: BANT+ scored lead with validation notes
Phase 3: Routing Decision
Duration: 2 minutes per lead Responsibility: Human decision
Based on combined scores, route the lead:
| Lead Score | BANT+ Score | Route | Next Action | Owner |
|---|---|---|---|---|
| >70 | >3.5 | Hot — Pursue | Schedule discovery call within 48 hours | Account Executive |
| >70 | 2.0-3.5 | Warm — Accelerate | Personalized outreach to validate remaining criteria | SDR |
| 40-70 | >3.5 | Warm — Validate | Enrich with research, validate firmographic gaps | AI Agent |
| 40-70 | 2.0-3.5 | Nurture | Add to content sequence, revisit in 30 days | Marketing |
| <40 | Any | Disqualify | Remove from pipeline, note reason | System |
| Any | <2.0 | Disqualify | Remove from pipeline, note reason | System |
Go/No-Go for RFP Resources
When a qualified lead involves an RFP opportunity, run the Go/No-Go checklist before committing RFP resources:
| Criteria | Question | Weight |
|---|---|---|
| Relationship | Do we know the decision-maker? | High |
| Capability | Have we done this type of work before? | High |
| Capacity | Do we have the team available? | High |
| Competition | How many competitors are bidding? | Medium |
| Margin | Can we hit target margin at competitive price? | High |
| Location | Is the site in our operating area? | Medium |
| Terms | Are contract terms acceptable? | Medium |
| Timeline | Can we meet the submission deadline? | High |
Score: 70%+ = Go. 50-70% = Review with leadership. Below 50% = No-Go.
Phase 3 Output: Routing decision with next action and owner in CRM
Phase 4: Handoff
Duration: 5 minutes per qualified lead Responsibility: SDR → AE (or AI → Human)
The handoff is where leads die. Make it frictionless.
Step 4.1: Qualification Summary
Every handoff includes this package in the CRM:
QUALIFIED LEAD HANDOFF
──────────────────────
Lead: [Name, Title, Company]
Lead Score: [0-100] — [Firmographic / Behavioral breakdown]
BANT+ Score: [0-5] — [B: / A: / N: / T: / F: / E:]
ICP Fit: [%] — [Key match/mismatch points]
What we know:
- Problem: [Stated or observed pain]
- Budget: [Confirmed / Assumed / Unknown]
- Timeline: [Specific date or trigger event]
- Decision process: [Who decides, who influences]
What we don't know:
- [Key gaps the discovery call should fill]
Recommended approach:
- [Insight or angle based on research]
- [Potential objection to prepare for]
Step 4.2: CRM State Change
- Lead status updated to "Qualified"
- Assigned to appropriate owner
- Discovery call task created with due date
- Handoff notes attached to contact record
- Deal created if opportunity is identified
Phase 4 Output: Clean handoff with full context, discovery call scheduled
Outputs
| Output | Format | Destination |
|---|---|---|
| Lead score | Numeric (0-100) in CRM | Contact record |
| BANT+ validation | Structured assessment | Contact notes |
| Routing decision | Pursue/Nurture/Disqualify | CRM pipeline stage |
| Handoff package | Qualification summary | Next owner's queue |
| Disqualification reasons | Coded categories | Analytics/learning |
Downstream Consumers
| Downstream Workflow | What It Needs | Link |
|---|---|---|
| Discovery Calls | Qualified lead with research context | Sales protocols |
| Funnel Engineering | Lead entering pipeline at correct stage | Funnel |
| RFP Response | Go/No-Go decision for RFP resources | CRM & RFP |
| ICP Refinement | Qualification patterns and disqualification reasons | ICP |
Success Criteria
Quality Metrics
| Metric | Target | Measurement |
|---|---|---|
| Qualification accuracy | >80% of "Hot" leads accept a discovery call | Booking rate |
| False positive rate | <20% of qualified leads disqualify at discovery | Post-call analysis |
| False negative rate | <10% of disqualified leads later close elsewhere | Competitor tracking |
| Scoring consistency | Lead score correlates with close rate (r > 0.5) | Regression analysis |
Performance Metrics
| Metric | Target | Timeframe |
|---|---|---|
| Time to qualify | <24 hours from lead entry | Per lead |
| Qualification throughput | 20+ leads/week | Weekly |
| Qualified-to-meeting conversion | >60% | Monthly |
| Disqualification rate | 40-60% of total leads | Monthly |
A disqualification rate below 30% means you're not filtering hard enough. Above 70% means your lead gen needs work.
Failure Modes
| Failure | Symptom | Diagnosis | Solution |
|---|---|---|---|
| Qualification bottleneck | Leads sit unscored for days | Manual process, no automation | Wire AI scoring to run on lead entry |
| Score inflation | Everything scores high, nothing filters | Criteria too loose | Calibrate against actual close rates |
| Over-qualification | Pipeline starved, too few leads pass | Criteria too strict | Lower thresholds, accept more nurture |
| Handoff friction | Qualified leads go cold between SDR and AE | No structured handoff, context lost | Enforce qualification summary package |
| Recency bias | Most recent lead always feels hottest | No consistent scoring | Trust the score, review monthly |
| Authority fixation | Only pursue C-suite, miss champions | Wrong buyer persona assumptions | Map the buying committee, not just the signer |
The Validation Paradox
The hardest ICP validation problem: the prospect who matches every criterion but will never buy. They exist in every pipeline. They take meetings, ask good questions, request proposals — and then disappear.
The signal? Investment asymmetry. If you're investing more effort than the prospect at every stage, they're not buying — they're shopping. Track this:
| Stage | Your Investment | Their Investment | Healthy Ratio |
|---|---|---|---|
| Research | 1 hour | 0 | Expected (asymmetric start) |
| First touch | 30 min | 5 min reply | 6:1 (acceptable) |
| Discovery call | 1 hour | 1 hour | 1:1 (healthy) |
| Proposal | 4-8 hours | Questions, data, introductions | If they give nothing, stop |
| Negotiation | Variable | Must match your effort | Mutual investment = real deal |
If the ratio doesn't improve by discovery call, the lead is not qualified — regardless of score.
Context
- Lead Generation — Where qualified leads come from
- Funnel Engineering — Where qualified leads go
- ICP Framework — Target definition with psycho-logic
- Sales Dev Agent — AI agent that executes scoring
- Sales CRM & RFP — Go/No-Go checklist for RFP resources
- Process Optimisation — How to improve this workflow