Guide
Get your best leads to sales at the right time
Create and advance a lead qualification process with proven techniques — better meetings for sales, a faster funnel, and more revenue for the team.
Inside this guide
Send sales the leads that are ready
Four techniques that keep unqualified leads out of the sales team's calendar — and get the ready ones there sooner.
Qualify on fit and intent
Not everyone who fills out a demo request should be sent to sales. Qualification should never rest on an engagement score alone — combine fit and intent so sales spends time on the leads that are genuinely ready, not just the ones that clicked.
Revisit your Ideal Customer Profile
Your ICP is not defined once and used forever. It changes as the business evolves, so revisit it regularly and make sure your grading criteria still align to who you actually win.
Use weighted scoring
Not every action a prospect takes deserves an equal score. A weighted model raises a prospect score at a higher increment for higher-intent actions, so a pricing-page visit or demo request counts for more than a single content download.
Define your MQL threshold together
The Marketing Qualified Lead threshold should be set in a collaborative discussion between marketing and sales. As grade level increases, the scoring threshold should decrease — a strong-fit prospect needs less engagement to earn a conversation.
Why it matters
Qualification decides what sales trusts
When every form fill is treated as a lead, sales learns to ignore marketing's handoffs — and the genuinely ready prospects get buried alongside the tire-kickers. Qualification is the filter that protects the sales team's time and keeps marketing credible.
Grade on fit and intent together, keep your ICP current, weight the actions that signal real buying intent, and agree on the MQL threshold as one team. The result is a shorter funnel and meetings sales actually wants to take.
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