TAP TAP GO
Define the evidence
Begin with a few operational outcomes: ready for a discussion, needs clarification, not currently a fit, or non-commercial request. Define the evidence needed for each category and the next action it triggers. Avoid adding points for arbitrary characteristics simply because the CRM makes scoring easy. A visitor’s senior title does not establish a relevant need, and an incomplete form does not necessarily mean the enquiry lacks value.
Make it operational
Review a sample with the people who handle the conversations. Compare the initial category with what was learned after follow-up. If a rule repeatedly misclassifies useful enquiries, revise it and record the change. Keep sensitive or irrelevant personal characteristics out of the process. Report both qualified volume and the proportion that progresses to an agreed next step, using consistent definitions. This turns content measurement into a feedback loop about fit rather than a leaderboard of flattering scores.
Hypothetical example
A publication initially gives high scores to large company names, but follow-up shows several small teams have clearer needs and readiness. The team replaces the prestige-heavy score with evidence of fit and an agreed next action. Editorial priorities now reflect useful demand rather than impressive logos.
Make it practical.
Use this checklist as you read. Checks are not stored.References & further reading
Further reading: Google people-first content guidance ↗Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
