The playbook
Lead Quality Analysis: Template and Field Guide
This lead quality analysis template turns a broad task into a record another person can use. It captures lead source, fit, reason, 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
Agree on suitable service need, geography, timing, and other relevant conditions with sales. Review sample disqualified records, not only reason totals. A campaign can appear efficient on raw leads while repeatedly attracting requests the business cannot fulfill.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| lead source | Record the lead source associated with this campaign or conversion record. Use a stable reference so later updates can be matched. |
| fit | Record the fit associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| reason | Record the reason associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| stage | Record the stage associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| outcome | Record the outcome associated with this campaign or conversion 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 lead source. Use the same reference throughout the record so notes are not attached to the wrong item. Then define qualification criteria with the sales team. This establishes the information required before the worksheet becomes a request for action.
Next, record outcomes by source offer and creative. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as blaming sales or advertising without shared definitions, rather than a broad instruction to “improve performance.”
Finally, investigate patterns in disqualified inquiries. Put review sample records together and agree on qualification evidence 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 | Blaming sales or advertising without shared definitions |
| Action | Review sample records together and agree on qualification evidence |
| First check | Define qualification criteria with the sales team |
| Follow-up check | Investigate patterns in disqualified inquiries |
| Outcome to define | qualified share of valid leads |
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 share of valid leads connected to the item so the team can later assess whether the action was useful.
Keep advertising spend, platform-reported conversions, and confirmed business outcomes distinct. Different platforms may claim credit for the same sale. A combined report needs reconciliation or a clear explanation that figures cannot be added.
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