Playbook
Lead qualification
Build a scoring and qualification framework that separates genuine buying intent from casual interest, so sales invests time where it counts.
Introduction
There's a tension at the heart of every marketing funnel. On one side, you want to remove friction so more people convert. On the other, you want to make sure the people who reach sales are actually worth talking to. In my course, I focus on removing friction first: fewer form fields, better CTAs, automated nurture. But once those systems are running and lead volume is up, the next step is adding friction back in, selectively, to filter for quality. That's what lead qualification is: the set of rules, automations, and scoring criteria that separate "interested" from "ready to buy." This playbook shows you how to build qualification into your funnel without killing conversion rates. You'll set up lead scoring in your CRM, create qualification steps in your forms and nurture flows, and align with sales on what "qualified" actually means so both teams stop arguing about lead quality.
