Write separate definitions for inquiry, marketing-qualified lead, sales-qualified lead and opportunity. Include disqualifiers and required evidence.
Replace vague lead-quality debates with explicit criteria that marketing and sales can apply consistently. Use the questions below during planning, review and approval. Do not mark an item complete without evidence.
Search data source: Google Keyword Planner, India, English, Sep 2025 to Aug 2026. These are planning estimates, not promised traffic.
Why this matters
Replace vague lead-quality debates with explicit criteria that marketing and sales can apply consistently.
Write separate definitions for inquiry, marketing-qualified lead, sales-qualified lead and opportunity. Include disqualifiers and required evidence.
Action plan
Write separate definitions for inquiry, marketing-qualified lead, sales-qualified lead and opportunity. Include disqualifiers and required evidence.
- Which firmographic facts matter? Write the answer in the brief and connect it to this outcome: Write separate definitions for inquiry, marketing-qualified lead, sales-qualified lead and opportunity. Include disqualifiers and required evidence.
- Which need and timing signals matter? Check the answer against this practical situation: A website inquiry from outside the service area may be genuine but not sales-qualified. Recording the reason prevents the ad platform or content team from learning the wrong lesson.
- Which reasons disqualify an inquiry? Name the owner, the evidence they must keep and the date when the decision will be reviewed.
| Step | Decision question | Evidence to keep |
|---|---|---|
| 1 | Which firmographic facts matter? | Write separate definitions for inquiry, marketing-qualified lead, sales-qualified lead and opportunity. Include disqualifiers and required evidence. |
| 2 | Which need and timing signals matter? | A website inquiry from outside the service area may be genuine but not sales-qualified. Recording the reason prevents the ad platform or content team from learning the wrong lesson. |
| 3 | Which reasons disqualify an inquiry? | Named owner, source record and review date |
Worked example
A website inquiry from outside the service area may be genuine but not sales-qualified. Recording the reason prevents the ad platform or content team from learning the wrong lesson.
Working checklist
- Which firmographic facts matter?
- Which need and timing signals matter?
- Which reasons disqualify an inquiry?
- Who will take the next action on lead generation?
- For How to Define a Qualified Lead: A Working Template, what result will show that the plan worked?
Write separate definitions for inquiry, marketing-qualified lead, sales-qualified lead and opportunity. Include disqualifiers and required evidence.
Mistakes to avoid
- Starting work before answering: Which firmographic facts matter?
- Relying on an assumption instead of checking: Which need and timing signals matter?
- Launching without a clear answer to: Which reasons disqualify an inquiry?
References and further reading
Measurement recommendations follow Google Ads conversion measurement guidance. Internal links follow Google link best practices. Check the date, location and original source before using any number in a business decision.
Common questions
Which firmographic facts matter?
Write separate definitions for inquiry, marketing-qualified lead, sales-qualified lead and opportunity. Include disqualifiers and required evidence.
Which need and timing signals matter?
A website inquiry from outside the service area may be genuine but not sales-qualified. Recording the reason prevents the ad platform or content team from learning the wrong lesson.
Which reasons disqualify an inquiry?
Write separate definitions for inquiry, marketing-qualified lead, sales-qualified lead and opportunity. Include disqualifiers and required evidence. Keep the first test small enough to learn from, then expand only when the result is clear.
The short version
- Choose one real business goal before choosing a channel.
- Explain the offer in words a customer would use.
- Track enquiries and sales, not only clicks or views.
Meet Tara. Tara runs a fitness studio in Indore. Money is going into marketing, but the team mostly talks about clicks and likes. Tara uses this guide to choose one business goal, one audience and one number that actually helps a decision.
This is a made-up example to explain the idea. It is not a client result.
Connect spend to a business result
This panel is specific to How to Define a Qualified Lead: A Working Template.
Reference: Google Ads Help
Use this for How to Define a Qualified Lead: A Working Template
| Check | Question | Proof to keep |
|---|---|---|
| Outcome | Which sale or qualified enquiry matters? | One conversion definition |
| Economics | What can the business afford per result? | A planning limit |
| Learning | What will this test prove? | One written hypothesis |
Words made simple
- Lead
- A person or business that may buy from you.
- Conversion
- When a visitor takes the action you wanted, such as calling or filling a form.
- Funnel
- The simple path from first hearing about you to becoming a customer.
Estimate a campaign test
Use your own numbers. This is a planning estimate, not a promised result.
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