Our new Marketing Masterclass series with Dr. Dave Chaffey, exclusively for Business Pro Members, kicks off on Thursday 19th May.

An example of separating the Wheat from the Chaff and Why BANT isn't dead

Lead qualification criteria are characteristics that help to classify a lead by the degree of its willingness and readiness to buy. As a result of this qualification, one can distinguish, in terms of making a purchase, the leads with the most and least potential: hot, warm, and cold. In lead generation there are usually two stages of qualification: marketing and sales qualification. The first one is done by a team responsible for a marketing activity. The sales qualification is done to confirm the information from a sales perspective. Ideally, a number of marketing and sales qualified leads must coincide. If a sales department rejects lots of leads, you most likely need to correct your marketing qualification criteria or to add a new criterion. Of course, sometimes it happens that the criteria are correct, but a sales department determines, through reasons…