The playbook
Lead Qualification: Review Process
A useful lead qualification review ends with a supported decision for each item examined. Define the evidence required before opening the report: need, fit, timing, next step, reason. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
Put the task in context
Ask questions that change a decision: service need, location, timing, relevant constraints, and decision process. Keep an uncertain route for leads that need clarification. A qualification form should support a useful next step rather than act as an arbitrary barrier.
Set the review boundary
Choose the records or journeys that matter to the current question. Include a normal case, a recently changed case, and an exception where available. This is a diagnostic sample, not a claim that every item has been checked. Record how the sample was selected and what would justify expanding it.
Use explicit review criteria
| Criterion | Review question |
|---|---|
| Define fit urgency and decision requirements | Is the supporting need current and traceable? |
| Ask concise questions that change the routing decision | Does fit support the decision being made? |
| Record why a lead qualifies or does not | Can the next owner verify reason? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to rejecting a lead because a single optional detail is missing. If it appears, record where it occurs and which assumption it contradicts. Distinguish a verified defect from an unanswered question and from a preference about how the work should look.
Where the evidence supports the known correction, use explicit criteria and a route for uncertain cases. Give that action to an accountable owner with a description of the expected result. If you cannot yet identify the cause, assign a diagnostic action rather than prescribing a speculative repair.
Record a decision that can be acted on
| Decision | When to use it |
|---|---|
| Keep | The current state serves the intended task and the evidence is adequate. |
| Revise | A specific gap is confirmed and the proposed action addresses it. |
| Investigate | Important information is missing or conflicting. |
| Retire or combine | The item has no distinct useful purpose in the current scope. |
Verify corrections and expand selectively
Recheck the affected customer or opportunity record after the owner completes the action. Then inspect other items sharing the relevant cause. A shared template, process rule, or data source may justify expanding the review. Similar wording or appearance alone is a weaker reason.
Turn the review into a decision summary
Summarize the affected scope, confirmed findings, actions, and open questions. Connect the findings to qualified leads with documented reasons using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Use observable customer milestones when assessing progress. A seller sending a message is an activity; a buyer agreeing to a next meeting is a different event. Recording both helps the team locate the actual constraint.
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