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Lead qualification is the act of determining a newly generated lead's purchase intent and worthiness of nurturing. Businesses that generate online leads often use a three-stage process in which marketing scores leads, then sends high-value leads to salespeople who hold a needs assessment and a discovery call to qualify them further. Salespeople who attract leads via manual prospecting often skip straight to the assessment or call when qualifying the prospect.
The goal of lead qualification is to qualify an interested lead as a prospect and mark them as an opportunity ready to move through the sales pipeline to close. Businesses therefore use lead qualification to focus their resources on leads who are likely to make a purchase and to discard those who aren’t. To do so, leads go through various lead qualification stages that use quantitative and qualitative measures to assess their fit based on key factors like budget and need.
Depending on whether marketing is involved, the three common lead qualification stages are:
Sometimes, marketers generate leads and then gauge their initial interest and fit using a quantitative lead scoring model to qualify them as an MQL. From there, they pass them to the sales team for qualification as either an SAL or SQL via discovery calls where the salesperson asks key questions to assess things like needs and budget. If salespeople generate leads themselves, then the MQL stage is often skipped and leads go straight into either the SAL or SQL stages.
Leads that don't meet the threshold at any of these qualification stages are removed from the sales pipeline. For more information on the three lead stages and the differences between the lead types, check out our lead vs prospect article, where we further break down the terms lead, prospect, and opportunity. Now, let's look at how to set up your lead qualification process:
There are three stages a lead can pass through to become a prospect to be nurtured. The lead must pass a benchmark threshold to move to each next stage, where they're considered more qualified. If the marketing team generates leads, they go through all three stages — marketing qualified, sales accepted, and sales qualified. If the seller generates them directly or receives qualified leads from a lead generation company, they skip to SAL or SQL status.
Let's cover all three stages and the actions necessary for moving leads through them.
Qualifying a lead means learning key info about them to assess fit. The main methods for gathering these details are lead scoring and a discovery call, with a needs assessment either before or during the call. In lead scoring, marketing gives leads points for certain actions and demographics until they hit a certain score. They then pass these MQLs to the sales team, who conducts a needs assessment prior to a discovery call or as part of the call itself.
If sales generates the leads themselves, they skip lead scoring and simply conduct the needs assessment and discovery call to identify SALs and SQLs. We'll review both lead scoring and discovery calls below, but if you attract leads without the help of a marketing team, you can jump to the discovery call below.
Before marketing distributes a lead to the sales team, they give points to leads when they take certain actions that indicate buying intent or have specific demographic data that show a fit with their ICP. Behaviors and traits associated with high-value leads receive more points. Once it's created, this point system is often automated through lead scoring software and/or lead distribution software.
Lead scoring models typically assign points based on:
For example, a lead scoring model might give 20 points to a lead if they work for a company in the right industry, 10 points if the lead is a C-suite executive, and other point amounts for other demographic data. Then, it'll give points for behavioral data such as 25 for visiting your pricing page and 10 for reading a product white paper, or it'll take away points such as -15 for visiting the careers page or taking another action that indicates low purchase intent.
As leads continue to interact online with content, visit the website, or engage with marketing materials and campaigns, their scores will continue to rise until they hit the necessary threshold (often 80/100). For larger companies with more complex or high-price products, these leads will be passed to sales. However, for smaller ticket items that require no direct contact with a salesperson, the lead might just start receiving product-focused marketing content.
Most big-ticket B2C and B2B products and services require direct contact between the lead and salesperson before the lead is fully vetted. So, a salesperson now conducts further qualification on a discovery call. On the call, they ask a list of predetermined questions to confirm that the lead meets certain criteria, such as the need for the product or service and the power to influence a purchase. The lead's answers tell the seller their fit and likelihood to buy.
To hold a successful discovery call, follow the nine-step process below:
After you go through the process of holding the discovery call, those who meet a certain qualitative threshold are considered a sales qualified lead (SQL) or prospect and marked as an opportunity in your pipeline. At this point, the lead generation stage is complete, and the prospect moves into lead nuturing, where you can start pitching to them.
Now that you understand the main ways to qualify leads, let’s discuss the specific steps you can take to qualify your own. By following the steps below, you’ll be able to properly qualify leads according to your lead generation methods and your sales process. The steps include defining and examining your ICP, considering how you generate quality leads, choosing a qualification framework, conducting a discovery call, and taking the right next steps.
Before you dive into how you’ll qualify leads, decide what makes a lead an ideal customer for your business. If you haven't already made a customer profile using the data around your customers, create it by researching the traits, behaviors, and pain points that make leads a good fit for your product or service. Also take a look at how and why your customers went from being strangers to your company to fans and paying clients.
Once you've built this profile to give you a picture of your customer base as a whole, you can use it to create a buyer persona that describes your individual customers.
Next, hone in on how you generate leads, including whether a marketing team helps you attract them via online lead generation or you generate them through outbound sales prospecting or by hiring a lead generation company. This is important because your specific lead qualification process will largely depend on how you’re finding these leads in the first place.
If a marketing team attracts and scores leads, you’ll receive MQLs from them, then you’ll be tasked with turning each one into an SAL and an SQL through a needs assessment and a discovery call. If you’re finding the leads yourself, however, you’ll skip lead scoring and likely jump straight into qualifying them through the call. This will also affect how you interact with each lead on your discovery call — MQLs will likely be familiar with your company, while cold leads will not.
Now that you know where your leads are coming from, determine exactly how you're going to qualify them. Here, decide if you need to take leads through all three lead qualification stages — from marketing qualified to sales qualified — or if you only need one or two of these.
Typically, if leads come from the marketing team, you'll want to implement a lead scoring model that requires initial lead's meet a certain quantitative threshold before speaking with a salesperson. If you or your team is conducting manual prospecting, it's common to only hold discovery calls in order to qualify the lead using a defined discovery question framework.
In either case, make sure your lead qualification stages are accurately represented in your sales pipeline, and that each team member involved in the process understands the activities required to move leads through each stage.
If you'll use lead scoring to qualify leads as a marketing lead, create a lead scoring model that quantitatively assesses key demographic and psychographic data. Next, set a minimum scoring threshold a lead must pass in order to be qualified as a marketing lead and handed off to the sales team. Then, set up a system using automated lead scoring and lead routing software to automatically score online leads and send them to the correct sales rep to qualify as a sales lead.
Determine whether BANT, CHAMP, GPCTBA/C&I, or another framework will best help you gather the information you need on a discovery call order to qualify leads as a sales lead (or prospect) for nurturing. Even if you’ve received an MQL and you have some of this information from the marketing team, it’s best to confirm it during your discovery call so you can effectively qualify and nurture the lead.
Schedule the discovery call with the lead, then prepare for it by researching them and writing a call script using the framework you’ve chosen. On the call, start with introductions, explain the call agenda, ask your questions, assess their needs, and give them the opportunity to ask you any questions they have about your product, service, or business. Uncover the information you need to qualify them, then decide whether you believe they’re qualified or unqualified.
If you find that the lead is qualified, mark them as such in your CRM and immediately start nurturing them — your sales process will determine the exact next steps. If they’re unqualified, make a note in your CRM and either enter them into an email sequence to keep your business in their mind or set a reminder to follow up with them in a certain amount of time in case their circumstances change. If they’re a bad fit, suggest another company if possible.
As you plan your discovery call and speak with your leads to qualify them, it’s helpful to have a checklist handy to ensure you gather all the information you need to make a determination after the call. As soon as you hang up, you should be able to decide whether the lead is qualified or unqualified so you can take the necessary next steps and move on to the next lead. We’ve created a checklist you can start with:
Use this checklist before, during, and immediately after your first few discovery calls, then add to it if you come up with additional information that would be helpful for you to have in order to make a decision on leads’ qualification status. This list covers the basic details any business should gather to make a determination as well as what to do next, but each businesses will likely have a few additional details to add.
Systematic and consistent lead qualification helps you avoid spending too much time on unqualified leads and also provides many other benefits. Let's look at a few specific advantages of lead qualification:
Instituting lead qualification will improve not only your lead generation efforts and overall sales, but also your bottom line. We'll finish up with a few effective tips that can help you become a lead qualification expert.
Qualifying a lead can be trickier in practice than it sounds in writing. Sometimes a lead is cryptic about their needs and circumstances. Sometimes an unqualified lead seems qualified, or vice versa. To help you master the process, here are six lead qualification tips:
Keep these tips in mind as you personalize your lead qualification process. Once you try it out, you'll naturally come up with ways to improve your system.
Lead qualification is the sales process step between lead generation and nurturing, ensuring that a prospect is capable and willing to buy before marking them as a sales opportunity. Marketing and sales can work together using methods like lead scoring and discovery calls to figure out if a lead is qualified. When you start seriously evaluating leads before letting them into your pipeline, you safeguard your time and peace of mind.
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