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Lead Quality Scorecard for Marketing and Sales

Table output Has example

Agree what a good lead is and measure it.

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Build a lead quality scorecard. Lead sources: [LEAD_SOURCES]. Data on past leads and outcomes: [LEAD_OUTCOMES]. Qualification rules now: [QUALIFICATION_RULES]. Sales feedback: [SALES_FEEDBACK].

Calculate, per source, the number of leads, qualified leads, closed sales and cost per closed sale, with arithmetic. Compare the sources and highlight those with high volume but low quality.

Propose a scoring model with five to seven attributes and points, tested against the past data to see whether high scorers closed more, with the results shown. Return a table, a review rhythm between marketing and sales, and caveats about small samples. Avoid scoring on protected characteristics.

Provide a compact worked example: source A produced 100 leads, 30 qualified, 6 sales, at a spend of 1,200; source B produced 40 leads, 20 qualified, 5 sales, at a spend of 500. Cost per sale = 1,200 / 6 = 200 for A and 500 / 5 = 100 for B. Qualification rate = 30 percent for A and 50 percent for B. Despite A's larger volume, B costs half as much per sale. Apply the same logic to my data and note the small numbers involved. Add a monthly meeting agenda for marketing and sales to review rejected leads and agree changes to the definition.

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Invented data. Source A: 100 leads, 30 qualified, 6 sales, spend 1,200. Source B: 40 leads, 20 qualified, 5 sales, spend 500.
Qualification rate: A 30 percent; B 50 percent.
Cost per sale: A 1,200 / 6 = 200; B 500 / 5 = 100.
Reading: A brings volume, B brings quality at half the cost per sale.
Scoring idea: points for budget confirmed (3), role is a decision maker (2), asked for a quote (3), free email address (minus 1). Test on past leads before use.
Caveat: samples are small; five sales is not proof.

• sales