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Lead Qualification Criteria

Not every lead is worth the same. Some are ready to buy today, while others are just exploring. Lead qualification helps you separate the high-potential prospects from the noise so your sales team focuses on the right opportunities.

What Makes a Good Lead?

A good lead is one that:

  • Fits your ideal customer profile (ICP) (right industry, company size, budget).
  • Shows genuine interest in your product or service.
  • Has a defined need or problem that you can solve.
  • Possesses the authority and resources to make a purchase decision.
  • Engage with your brand (downloads a resource, attends a webinar, requests a demo).

In short: A good lead is a mix of fit + intent.

Aligning Lead Qualification with Sales-Readiness

Lead qualification isn’t just about collecting data — it’s about knowing when a lead is ready to talk to sales.

1. Marketing Qualified Lead (MQL)

  • Engages with your content but isn’t ready to buy yet.

Example: Download an eBook or subscribe to your newsletter.

2. Sales Accepted Lead (SAL)

  • Reviewed and approved by sales for follow-up.

Example: A lead that matches ICP and has requested more info.

3. Sales Qualified Lead (SQL)

  • Shows clear buying intent and fits your target criteria.

Example: A decision-maker who requested a pricing quote.

4. Opportunity

  • A lead that has entered the pipeline and is actively being pursued.

Key Questions to Define Qualification Criteria

  • Need: Does this lead have a clear problem to solve?
  • Budget: Can they afford your solution?
  • Authority: Are they the decision-maker or influencer?
  • Timeline: Are they ready to buy soon, or just exploring?
  • Fit: Do they match your ICP in terms of size, industry, or geography?

The Importance of Sales & Marketing Alignment

Qualification criteria only work if both teams agree on them. If marketing sends unqualified leads, sales wastes time. If sales ignores early-stage leads, opportunities are lost. A clear, shared definition ensures both teams work toward the same goal.

Key Takeaway

Lead qualification criteria are your filter. They ensure your team spends time on the leads most likely to convert, while nurturing others until they’re ready.

Pro Tip: Document your qualification rules and review them quarterly. Markets, products, and buyer behavior evolve — your criteria should too.