Lead Qualification

How to qualify inbound and outbound leads.

Qualification Framework

Use BANT + ICP fit:

Step 1: ICP Fit Check

Before spending time qualifying, verify basic ICP criteria:

Criteria	Requirement	How to Check
Company size	200-5,000 FTE	HubSpot/LinkedIn
Industry	Software, Prof Services, etc.	HubSpot
Geography	US, UK, CA, DE	HubSpot
Multi-country	2+ countries	Ask or research
Remote/Hybrid	Not fully in-office	Ask or research

If any criteria fails → Disqualify

Step 2: BANT Qualification

Budget

Question to ask:

“Do you have budget allocated for IT asset management solutions, or would this be a new line item?”

Response	Score	Action
Budget approved	✅ High	Strong signal
Exploring budget	⚠️ Medium	Continue qualifying
No budget	❌ Low	May nurture

Authority

Question to ask:

“Who else would be involved in evaluating and deciding on a solution like this?”

Response	Score	Action
”I’m the decision maker”	✅ High	Great
”I need to involve [title]“	⚠️ Medium	Plan multi-thread
”I’m just researching”	⚠️ Medium	Ask for DM intro

Key decision maker titles:

VP/Director IT
CIO/CTO
Head of IT Operations
CPO/Head of People

Need

Questions to ask:

“What’s driving you to look at this now?” “What are you currently using for IT asset management?” “What’s not working with your current approach?”

Response	Score	Action
Clear pain point	✅ High	Leverage in demo
General interest	⚠️ Medium	Dig deeper
”Just looking”	❌ Low	May nurture

Strong need signals:

Hiring 50+ people in next 6 months
Opening new offices
Current solution is manual/spreadsheets
Recent IT asset loss or compliance issue
M&A integration challenges

Timeline

Question to ask:

“When are you looking to have a solution in place?”

Response	Score	Action
Within 30 days	✅ High	Expedite
1-3 months	✅ High	Standard process
3-6 months	⚠️ Medium	Nurture + check back
6+ months / “not sure”	⚠️ Medium	Add to nurture

Qualification Scoring

BANT Element	High (2 pts)	Medium (1 pt)	Low (0 pts)
Budget	Approved	Exploring	None
Authority	Decision maker	Influencer	Researcher
Need	Clear pain	General interest	Just browsing
Timeline	<3 months	3-6 months	6+ months

Score Interpretation:

Total Score	Classification	Action
6-8	SQL	Book meeting immediately
4-5	Strong MQL	Nurture, follow up in 2 weeks
2-3	Weak MQL	Long-term nurture
0-1	Disqualified	Remove from active pursuit

Qualification Call Flow

Call Script

Opening:

Hi [Name], this is [Your Name] from Workwize. 
Thanks for taking the time to chat.

Before we dive in, I'd love to learn a bit more about 
[Company] to make sure this is a good fit. 
Does that work for you?

Transition to BANT:

Great. So tell me - what's driving the interest in 
IT asset management right now?

Closing (if qualified):

Based on what you've shared, I think there's a strong 
fit here. Our next step would be a 30-minute demo 
where we can show you exactly how this would work 
for [Company].

Do you have 30 minutes [propose 2-3 specific times]?

Disqualification Reasons

Log the reason when disqualifying:

Reason	HubSpot Value	Notes
Too small	`DQ - Company Size`	Under 200 employees
Too large	`DQ - Enterprise`	Over 5,000, needs enterprise
Wrong region	`DQ - Geography`	Outside target markets
No multi-country	`DQ - Single Country`	No global IT need
No budget	`DQ - No Budget`	Not actively buying
Bad timing	`DQ - Timing`	12+ months out
Competitor customer	`DQ - Competitor`	May revisit
No need	`DQ - No Fit`	Doesn’t have our use case

Qualification Metrics

Metric	Target
Qualification call duration	10-15 min
SQL rate (of connected calls)	>30%
Show rate (of booked meetings)	>80%
SQL → Opportunity rate	>50%

Playbooks

Lead qualification

Lead Qualification

Qualification Framework

Step 1: ICP Fit Check

Step 2: BANT Qualification

Budget

Authority

Need

Timeline

Qualification Scoring

Qualification Call Flow

Call Script

Disqualification Reasons

Qualification Metrics

​Lead Qualification

​Qualification Framework

​Step 1: ICP Fit Check

​Step 2: BANT Qualification

​Budget

​Authority

​Need

​Timeline

​Qualification Scoring

​Qualification Call Flow

​Call Script

​Disqualification Reasons

​Qualification Metrics

Lead Qualification

Qualification Framework

Step 1: ICP Fit Check

Step 2: BANT Qualification

Budget

Authority

Need

Timeline

Qualification Scoring

Qualification Call Flow

Call Script

Disqualification Reasons

Qualification Metrics