Lead the qualification, what is it and how to do it?

Lead the qualification, what is it and how to do it?

One of the ways to gain visibility in the market is to generate a good marketing strategy. Digital marketing focused on lead generation. In this article, you’ll see how to discover your potential customers, find better opportunities, and boost your sales. Dark!

The objective of the Lead Qualification process is to identify, among the contacts available in your database, those who are most likely to conclude a deal with your brand, in order to make your sales process more efficient and more assertive.

The Qualification of Leads is a trend that has been developing for a few years now, and in our region it is gaining its Early adopters. Let’s start by reviewing the definition of Lead scoring, what are its stages and how it affects your sales process.

What is the Lead Rating?

The Qualification of Leads is a process in which each company seeks to find, in the Tracks that have been generated, all of those that have greater potential. This is defined using the prerequisites of your company, which vary between the demographic profile, the available budget, the size of the company, the level of interest of the company. Drive in the business and the products and services they offer.

There are two areas that are responsible for scoring: Marketing and sales. It is a selection process in which, at each stage, more are disqualified Litds, so that only those who go into the sales process, or go through the funnel, will stay.

Marketing takes care of the more automated part, while sales perform the more human part of the process.

Assessment of Tracks: Step

While it is true that the steps can vary from one company to another, both in quantity and in activities, let’s take a look at some of the essential steps of any Lead Qualification process:

lead qualification

Qualified Marketing Manager (MQL)

The first three steps belong to the Marketing area. There, different strategies are implemented to attract the public, captivate and collect information, with the aim of speeding up the purchasing process. When he Drive He meets the minimum prerequisites defined to send to the sales team, he receives the name of: Qualified Marketing Lead o Qualified by the Marketing field.

Being a largely automated process, not all of the information collected is true, and a more human process is needed to define it.

Therefore, the next person responsible for qualifying the MQL is the SDR, (Sales development representative), or presale area. There is a step we call “research” where the manager will validate whether the data provided by Marketing is correct.

Sales Accepted Lead (SAL)

Believe it or not, (and if you are an even better marketer!) Numerous studies reveal that:

Almost in a 60% of the data offered by Marketing is unreliableThis could be because many people incorrectly fill in the registration data, omit information, or their reality no longer matches what they filled in at the time.

It is important to keep in mind that at this stage no type of contact has yet been established with the Drive, so we do not know if he has the potential to become a customer or not. Here, the work of the SDR becomes a key point in the qualification process, because once he is able to speak with the prospect, he must qualify the contact, following the predefined requirements, and decide if he is Drive whether or not it will continue its way through our sales funnel.

There are several scoring strategies, but in this article, we’ll share the three most common: BANT, ANUM y PACT.


Bant is the acronym for:

  • Budget
  • Authority
  • Need
  • Timing (time)

It is one of the more traditional qualification methods in the sales process, if the Drive does not have the four points, it will not be passed on to a seller. It is important to mention that this method does not work for all businesses, it is not very flexible and can generate that most Tracks reach the sellers.


ANUM stands for:

  • Authority
  • Need
  • Emergency (urgency)
  • Money

As this is a more flexible method, it will depend on the company whether they add more or less points to the scoring rules. The fewer points, the more there are Tracks will reach sales.

Now how are they Tracks less qualified, the chances that they do not have enough potential to become customers increase.

Although this is a more flexible methodology, it involves risks and may not meet all rating needs, especially in immature markets.


PACT stands for:

  • Problem (problema)
  • Authority
  • Result
  • Target profile (ideal customer profile).

Here the evaluator will try to find out if the Lead You have a problem the business can solve. An extremely important point to arouse the interest of your prospect.

In this case, whoever qualifies begins to give value to the Drive, by determining if your company has the profile of this customer. This allows more Leads go through the sales process, increasing your quantity and securing goals.

Sales Qualified Lead (SQL)

If he Drive passes all the qualification stages, ceases to be SAL and becomes SQL or “Qualified Lead by Sales”. He has all the minimum requirements to enter the sales process, and this is where a meeting between the seller and the Drive.

When he Drive definitely becomes an “opportunity” the sales process begins, and the salesperson understands that all of the time he / she spends on Drive possibly end with a final payment.

Tools and resources to qualify leads: Lead Scoring

Lead Scoring is a scoring system Tracks, which will help you optimize conversions and increase sales for your business.

To have two types of lead scoring: one-dimensional and multidimensional. The one-dimensional score is the ranking of Tracks based on a score of 0 to 100.

You can use this classification both to measure whether the Drive is ready to achieve any goal or even wants to actually buy your product or service.

Multidimensional scoring is a more advanced type of classification that allows prospects to be qualified with more specific variables. Some of them can be:

  • whether the potential customer is in a purchasing process and at what stage are you,
  • the level of interaction of the Prospect with your social networks,
  • prior knowledge of the company or brand by potential customers,
  • degree of affinity between Drive and the buyer of your business,

To only cite a few.

So the Drive Scoring allows the company to assign grades to each Drive, and build a more personalized and efficient database.

We can then say that Lead Scoring allows us to have personalized contact data, that facilitates the application of marketing techniques to transform a Drive on the client.

Lead Scoring allows your business to make an initial diagnosis of the database with potential customers, facilitates follow-up and guides decision-making for marketing strategies.

The goal is still to transform the Marketing Qualified Lead (MQL) into a Qualified Sales Lead (SQL).

  • #DopplerTip To build a good Lead Scoring: you can use data from your CRM (Customer Relationship Management), since this is where you have centralized all the information of the business opportunities generated.

Let’s go!

As we have seen, there are different stages of qualification with different processes, but not all companies use the same methods or assess their customers. Tracks in the same way. For your process to be successful, it is important to have three areas: the marketing team that generates Tracks, a pre-sales team that qualifies you, and a sales team that, of course, sells.

The qualification process is not static, evolves according to the needs of each company and it is adjusted to the work methodology of each area, but the proper functioning of each of them will guarantee greater productivity at the time of sales.

Remember that just as important as creating and executing a strategy to generate Tracks, is to implement it effectively. Lead Scoring is a great way to ensure this happens, as it will allow you to focus all of your business’s efforts on the opportunities that are most likely to become customers.

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