Ask five people in your revenue team what a qualified lead is and you will get five answers. That gap is the root cause of most “marketing leads are bad” arguments. The fix is not more leads; it is a written definition both sides sign.
Start with fit, not activity
Downloads and webinar attendance tell you someone is curious. They do not tell you whether the company can buy. Fit criteria – industry, size, geography, tech stack and role – belong at the top of the checklist, and they should be verifiable fields, not opinions.
Four fields every acceptance checklist needs
- Company fit: firmographics that match the ICP you sell into profitably.
- Role fit: a title or function that influences the purchase.
- Problem fit: a stated need or qualifying answer that maps to your offer.
- Contactability: verified business email and, ideally, a phone number.
Make rejection a feedback loop
Every rejected lead should carry a reason code. Review them monthly and tighten targeting. Within two quarters, acceptance rates typically climb above 85% – and the arguments stop.
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