Define what “qualified” means
Qualification is an agreed match between an enquiry and a campaign brief. It is not a universal label. A webinar registration, a demo request and a service enquiry may each be useful, but they should be assessed against different criteria.
Separate completeness from intent
Completeness asks whether required fields are present and usable. Intent asks whether someone requested the relevant information or next step. A complete record does not prove buying intent; a strong request may still need a corrected contact field.
Record five acceptance checks
Check the market, the enquiry purpose, the required fields, the contact permission and duplicate status. Add the relevant date and campaign source where they explain the request. Agree the checks before delivery so that both teams use the same standard.
Use a controlled review process
Keep a review log with the agreed issue category and reference. Define the reporting window and who decides the outcome. Replacement or credit terms need to be written into the order; the presence of a quality checklist does not create a replacement promise.
Review outcomes by cohort
Compare records from the same period, campaign and acceptance definition. Keep accepted enquiries, reached contacts and resulting sales separate. This helps identify whether a problem concerns the brief, the handover or the follow-up.
Turn the checklist into a brief
Use the campaign builder to choose the category, market, quantity and fields. Add the relevant delivery or qualification requirements from this guide, then review the result before emailing it.