Inbound lead qualification

Purpose

Turn inbound submissions into a consistent qualification queue by evaluating fit, buying intent, urgency, source quality, duplicates, and routing readiness from CRM evidence.

Scope

Use lead ID, submission timestamp, name, company, email domain, country, employee count, industry, stated need, product interest, budget, timeline, source campaign, consent status, owner, account match, and prior activity.

Excluded: contacting leads, enriching records from the web, changing CRM records, and making promises about pricing or eligibility.

Data basis

• Inbound form and campaign rows with submission fields and consent.
• CRM leads, contacts, accounts, opportunities, activities, and ownership.
• Qualification rubric, territory map, segment definitions, SLA, and routing matrix.

Result

A lead queue with normalized identity, fit and intent scores, qualification status, route, duplicate link, evidence, and missing-field reason, plus a funnel summary.

Quality criteria

• Every submission has one disposition or an explicit unresolved state.
• Scores show the rubric factor and source field behind each point.
• Duplicate candidates retain all source IDs and are not merged silently.
• Routing uses only supplied territory, segment, owner, and SLA rules.

Instructions

Normalize email and company identity without overwriting raw values. Match existing CRM accounts before assigning a new account. Keep fit, intent, and urgency separate. Use the rubric threshold for qualified, nurture, disqualified, and review; never infer budget or authority from job title alone. Consent and suppression rules override routing.

A lead with a matched open opportunity inherits the account context only when the CRM relationship is explicit. Keep campaign attribution separate from qualification outcome. Show the exact missing answer when a lead is routed to review so the queue is actionable.

Adapt before use

• Map form, CRM, account, activity, and owner fields.
• Add the qualification rubric, territories, segments, SLA, consent, and suppression rules.
• Define duplicate keys, score thresholds, and approved disposition vocabulary.