Lead Quality Framework
Define what a good lead is — before buying more of them.
Decision
Which lead qualifies – and which one gets disqualified.
In development – no access yet
Product concept: Concept view of the planned tool. The file is still being built.
PLANNED PRODUCT · Planned:
A framework for MQL/SQL definitions, qualification questions and the feedback loop between marketing and sales. Includes scoring logic and disqualification criteria.
Planned components
- Fill-in MQL/SQL definition(planned)
- Qualification questions for forms and calls(planned)
- Scoring model with point logic(planned)
- Disqualification criteria (anti-ICP)(planned)
- Sales-to-marketing feedback loop(planned)
Who it's for
- — B2B companies with many but weak leads
- — Sales leaders complaining about quality
- — Teams burning paid budget on the wrong fit
Use it when
When sales and marketing argue about lead quality instead of measuring it.
Don't use it when
When lead volume is too low for scoring to say anything.
The decision this tool clarifies
Marketing and sales stop arguing about lead quality — they measure it the same way.
The template is enough when …
- — You have clean numbers from analytics, CRM and sales in one place.
- — One person can spend two to three days on the diagnosis.
- — You can turn a finding into an action yourselves.
Marketing leadership makes sense when …
- — Every department reads the same number differently and nobody decides.
- — The diagnosis surfaces several bottlenecks at once – with no clear order.
- — The root cause sits in the offer, sales or leadership, not in the channel.
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