Choose observable signals

Define qualification using information connected to your actual offer. Useful signals may include a relevant problem, a suitable project type, an identified decision process and a realistic next step. Avoid treating job title or company size as sufficient proof of intent. Keep the definition simple enough that different team members classify the same enquiry similarly. A detailed scoring system is not useful if nobody can apply it consistently.

Keep interest separate from readiness

Someone exploring a topic can be valuable without being ready for a proposal. Use separate stages for information requests, discovery conversations and scoped opportunities. Record the reason for moving an enquiry forward or closing it. Review a small sample together to find disagreements in classification. The objective is to improve the quality of attention, not make the reported pipeline look larger by moving every contact into a sales stage.

Imagine this

Hypothetical example

A hypothetical studio defines a qualified enquiry as a project within its service scope with a named contact and an agreed discovery call. Newsletter readers remain an audience segment. The distinction helps the team plan follow-up without describing every website visitor as a prospective buyer.

Make it practical.

Use this checklist as you read. Checks are not stored.

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