The playbook
Lead Qualification: Template and Field Guide
This lead qualification template turns a broad task into a record another person can use. It captures need, fit, timing, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
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.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| need | Record the need associated with this customer or opportunity record. Use a stable reference so later updates can be matched. |
| fit | Record the fit associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| timing | Record the timing associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| next step | Record the next step associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| reason | Record the reason associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with need. Use the same reference throughout the record so notes are not attached to the wrong item. Then define fit urgency and decision requirements. This establishes the information required before the worksheet becomes a request for action.
Next, ask concise questions that change the routing decision. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as rejecting a lead because a single optional detail is missing, rather than a broad instruction to “improve performance.”
Finally, record why a lead qualifies or does not. Put use explicit criteria and a route for uncertain cases in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Rejecting a lead because a single optional detail is missing |
| Action | Use explicit criteria and a route for uncertain cases |
| First check | Define fit urgency and decision requirements |
| Follow-up check | Record why a lead qualifies or does not |
| Outcome to define | qualified leads with documented reasons |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If fit changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep qualified leads with documented reasons connected to the item so the team can later assess whether the action was useful.
Preserve the context of the last meaningful conversation. The next owner should know what was promised, what remains unresolved, and who is expected to act. A stage label alone rarely supplies enough information.
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