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Agree the qualification rule
Define the customer segment, relevant use case, reachable contact and intended next action. Keep the rule short enough that different reviewers can apply it consistently. An enquiry may be worth nurturing without meeting the current sales qualification threshold; record that distinction rather than discarding all early interest.
Separate quality from volume
Report total submissions, valid contacts and qualified enquiries as different stages. Review a sample of both accepted and rejected records to detect inconsistent judgement. Changes to a form, campaign or article can increase raw submissions while reducing the proportion that merits sales attention.
Close the loop with sales
Ask whether qualified enquiries actually become useful conversations. Feed that outcome back into the definition. A marketing metric becomes stronger when the sales team can explain why the enquiry mattered, which information was missing and what happened next. Use examples of borderline enquiries during team calibration. Discussing a small set together helps reviewers apply the qualification rule consistently and exposes whether the criteria are too broad, too narrow or missing information that the sales team actually needs.
Illustrative operating example
A hypothetical publication receives 200 forms, including 30 duplicates and 50 unrelated messages. If 40 of the remaining 120 meet the qualification rule, report 40 qualified enquiries, not 200 potential buyers. Keep the rejected categories visible for improvement.
Make it practical.
Use this checklist as you read. Checks are not stored.Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
