Practical guidance

Define lead quality before increasing traffic

A shared definition helps marketing and sales judge the same outcome.

Key takeaways

Write clear criteria: Agree the audience, location, need and commercial fit of a worthwhile enquiry.
Separate funnel stages: Track an enquiry, a qualified conversation, a sales opportunity and a won engagement separately.
Review follow-up: Record contact attempts, response time and next steps.
Use available evidence: Link CRM records to campaign sources and compare quality alongside cost.

Write clear criteria

Agree the audience, location, need and commercial fit of a worthwhile enquiry. The definition should be usable by the person handling the lead.

Track an enquiry, a qualified conversation, a sales opportunity and a won engagement separately. Avoid reporting all submissions as sales intent.

Record contact attempts, response time and next steps. A campaign can attract relevant interest that is lost through incomplete follow-up.

Link CRM records to campaign sources and compare quality alongside cost. Revenue attribution may be partial; document its limits.