Lead Qualifizierung

Why qualifying leads is essential to high-converting sales funnels (lead qualification)

Philipp S.
Last updated on February 13, 2023

Do you know how to qualify leads? If not, you’re in for a world of hurt. Qualifying leads is one of the most important aspects of lead generation, and if you don’t do it correctly, you’ll end up wasting a lot of time and money on unqualified leads. In this article, we’ll discuss the do’s and don’ts of lead qualification. By following these tips, you’ll be able to weed out the bad leads from the good ones, and focus your time and energy on only the best prospects!

What is lead qualification?

Lead qualification is the process of evaluating lead information and determining whether a lead is worth pursuing or not. This involves gathering lead data, assessing it against criteria such as budget, timeframe and needs, and then deciding if it’s worth contacting the lead. Lead qualification helps sales teams focus their efforts on only the most qualified leads with a high chance of closing.

Lead Qualification Process

The lead qualification process starts with lead capture. This is when lead data, such as contact information and company details, are collected from potential leads. The lead capture can be done through web forms, landing pages, chatbots or other lead generation techniques.

Qualified Leads

Once lead data has been captured, it should be assessed against criteria such as budget, timeframe and needs. This assessment helps to determine if the lead is qualified or not. Qualified leads are those with a high chance of closing because they meet specific criteria and have an appropriate budget.

Marketing Qualified Leads (MQLs)

Marketing Qualified Leads (MQLs) are leads that have been identified as having a higher chance of conversion by marketing teams. MQLs meet lead qualification criteria and demonstrate interest in the company’s product or service.

Sales Qualified Leads (SQLs)

Sales Qualified Leads (SQLs) are leads that have been identified as having a high potential for conversion by sales teams. SQLs meet lead qualification criteria, demonstrate interest in the company’s product or service, and have already been approved for contact by marketing.

Product Qaulified Leads (PQLs)

Product Qualified Leads (PQLs) are leads that have been identified as having a high potential for conversion by product teams. PQLs meet lead qualification criteria, demonstrate interest in the company’s product or service, and have already been approved for contact by both marketing and sales.

Conversion Qualified Leads (CQLs)

Conversion Qualified Leads (CQLs) are leads that have been identified as having a high potential for conversion by lead conversion teams. CQLs meet lead qualification criteria, demonstrate interest in the company’s product or service, and have already been approved for contact by both marketing and sales.

How to qualify a sales lead?

When trying to determine the chances a lead will buy from you, some leads are easy to qualify while others may be more challenging. This is because of a lack of available information on the latter which makes it difficult to properly evaluate them. Speculation and an ad-hoc approach usually follow when one can’t accurately tell if a lead is qualified, leading less often to successful conversions.


A better lead qualification approach is to use the BANT lead qualification framework, which stands for Budget, Authority, Need and Timeline. This method evaluates leads on more than just their interest in your product or service. It also helps you determine if a lead has the budget and authority to buy from you, if they have an urgency for the purchase and if they can be convinced that your product or service is the best solution to their problem. By using BANT, lead qualification becomes a more objective process, which gives you better insight into whether a lead is qualified.


For lead qualification to be effective, you need to have an organized process that considers all the factors. CHAMP is a comprehensive lead qualification framework that evaluates leads on six criteria: Challenges, Authority, Money, Priorities, Solutions and Timeline. It helps you get a more in-depth view of how well a lead matches your product or service and whether they are likely to convert.

  • Challenges: Identify any obstacles or challenges the lead may be facing and how you can help them solve those problems.
  • Authority: Determine who makes the decisions for the lead and if your solution aligns with their goals.
  • Money: Estimate what budget is available for a lead’s purchase and if it matches your product or service.
  • Priorities: Assess the lead’s priorities to ensure they align with what you have to offer.

In conclusion, CHAMP lead qualification helps you filter out the best leads and prioritize them based on their eligibility. It allows you to quickly identify which prospects are most likely to convert and focus your effort where it will be most effective.


MEDDIC lead qualification helps you target the right lead with the right message and recognize which lead is most likely to buy.

Developing a lead qualification process will help focus your efforts on leads that are worth pursuing, reduce wasted time and resources, and increase conversion rates. By understanding the customer’s wants and needs, you can quickly identify which leads are worth pursuing and which should be disqualified.

MEDDIC is an intricate lead qualification method that concentrates on a variety of factors that overlap with one another:

  • Metrics. What goal is the customer hoping to achieve by implementing your solution? For example, are they looking to increase yearly revenue by a certain percentage?
  • Economic buyer. Who is the final decision-maker when it comes to purchases?
  • Decision criteria. Although each individual has their own personal buyer’s criteria, there are some general determinants that lead to the decision of whether or not to make a purchase.
  • Decision process. What is the process that potential buyers go through when considering a purchase?
  • Pain point identification. What challenges does your buyer want to solve?
  • Champion. Is there anyone in the buyer’s organization who already trusts your product or service and can help promote it?


The ANUM framework evaluates the same factors as the BANT model; however, it is in a different order. ANUM stands for Authority, Need, Urgency and Money.

  • Authority: What decision makers are involved in the purchase?
  • Need: Is there an identified need that your product/service can address?
  • Urgency: Does the lead have a timeline or sense of urgency to make a purchase?
  • Money: How much budget has been allocated to this purchase?

Lead qualification is an invaluable step in the sales process. It helps to ensure that your time and resources are being used wisely, focusing on qualified leads with a higher probability of conversion. By using the BANT or ANUM framework to assess lead qualification, you can better strategize your lead generation efforts and maximize your lead conversion rate.


FAINT is similar to BANT, but with a twist. Just like BANT ranks budget and buying authority as the primary factors, FAINT also involves an interest factor that sales and marketing teams must use to gauge the buyer’s level of interest in what they’re selling. FAINT stands for:

  • Fit: Does the lead fit into your ideal customer profile?
  • Authority: Is the lead an executive or decision maker with buying authority?
  • Interest: How interested is the lead in what you’re offering?
  • Need and Timing: Does the lead need what you offer, and do they need it now?

By taking a lead qualification approach that involves all four of these criteria, you can ensure that the leads you’re passing to sales have the highest chance of converting into customers. This will lead to higher lead conversion rates and more successful customer acquisition efforts.

At what point should you move a potential customer further down the sales process?

When you’ve identified lead criteria that indicate the lead is a good fit for your product or service. This could involve looking at lead information such as the lead’s job title and company size, their level of interest in what you are offering, and how soon they will need it.

You’ll also want to consider other factors that may influence lead qualification, such as lead sources and customer personas. Lead sources refer to where your leads come from and could include referrals, lead generation campaigns, website forms, etc. Customer personas are detailed profiles of your ideal customers that help you refine lead criteria.

Once lead criteria have been identified, it’s important to move quickly to qualify leads. Qualifying lead quickly allows you to start a conversation with the lead in a timely manner, while also ensuring that leads who don’t meet your criteria don’t get lost in the pipeline.

Lead qualification is an essential part of any successful lead management system, and can lead to improved lead quality, faster conversions, and a greater return on investment.

The lead qualification process typically begins with lead scoring, which assigns points to each lead based on certain criteria. This ensures leads are categorized at the same point in the lead management process and can be dealt with accordingly.

Leads should also be segmented into different categories – for example, high-value prospects, new leads, etc. This will help to ensure that lead qualification is targeted and lead handlers are able to focus on those leads who are most likely to convert into customers.

Lead qualification should also take account of lead source – i.e., how the lead was acquired (social media, website form, etc.). Knowing a lead’s source is important for tracking lead conversions, as it helps to identify lead sources that are most effective and those with poor conversion rates.

Once lead qualification has been completed, lead handlers should be able to follow up with leads in a timely manner. If lead handlers wait too long to respond or fail to respond at all, they risk losing the lead to competitors. Therefore, it is essential for lead handlers to have a process in place that allows them to quickly respond to qualified leads in order to maximize lead conversions and minimize lead losses.

Lead qualification can also help lead handlers identify ideal customers and target marketing efforts accordingly. This enables lead handlers to create personalized campaigns tailored to each lead’s specific needs and interests. By understanding lead qualification, lead handlers can create targeted campaigns that lead to more conversions and ultimately help their organization save money while increasing lead conversion rates.

In order to properly qualify leads, lead handlers must first understand the different stages of lead qualification: initial contact, lead scoring, data gathering, lead segmentation and lead nurturing.

What is a qualifying question?

Qualifying questions are used to help lead handlers determine whether or not a lead is likely to become a customer. They can be asked in person, via email or even over the phone depending on the lead handler’s preference. Typical qualifying questions may include asking about budget and timeline, determining what solution best fits the lead’s needs, and finding out the lead’s level of interest in the product or service.

At this stage, consider asking the following questions:

1. What is the lead’s budget?

2. How quickly does the lead need a solution?

3. What type of solution is best suited to the lead’s needs?

4. What challenges are they currently facing that our product/service can help solve?

5. On a scale from 1-10, how interested is the lead in our product/service?

6. Is the lead ready to take the next step and move forward with purchasing a solution?

7.Is the customer in your territory?

8.Would your product or service be a good fit for their industry?

What is a qualified prospect?

A qualified prospect is an individual who has met the necessary criteria and can now be converted into a paying customer. Qualifying a lead involves assessing their needs and determining if your product or service is the right solution for them. This process helps to ensure that you are targeting prospects who can benefit from your offerings and increase the chances of conversion.

Organization-Level Prospect Qualification

The most basic level of qualification only tells you whether you should do more research or not. When qualifying a prospect, always reference your company’s buyer personas. Does the potential customer match up with the given persona in terms of demographics? Do they fit into the ideal customer profile? If not, there’s no need to spend time and resources pursuing them further.

You should ask questions such as:

  • Is the lead qualified to buy our products or services?
  • Are they located in an area where we can provide support?
  • Do they have a budget for the product/service?
  • Is their company size suitable for our offerings?
  • Does the lead have decision making power?

Opportunity- Level Prospect Qualification

When you hear the term “opportunity-level qualification,” this is probably what you think of. This is when you discover if your potential customer has a particular issue that your product or service can help resolve and whether it’s possible for them to use your solution. Opportunity-level characteristics provide information on whether someone could take advantage of what you’re offering, which makes up half of a persona profile for an ideal buyer.

Key lead qualification questions that could help you determine if an opportunity is worthwhile include:

  • Could the potential customer benefit from your product?
  • Do they need a solution that your product can provide?
  • Is there a team or individual who will be using the product?

Stakeholder-Level Prospect Qualification

When you’ve ascertained that your prospect’s company is an ideal candidate for your solution and they fit your buyer persona, it’s time to get down to the details — can your point of contact actually make a purchasing decision?

It’s essential to understand their role in the purchase process, their decision-making authority, and any other key stakeholders who are involved.

Questions that you can use to determine lead qualification on an individual level include:

  • Is this purchase going to affect your budget?
  • Who else makes the decision with you?
  • What are the criteria you’re using to make this purchase decision?

When to disqualify Prospects

For example, if the person you’re speaking to is very different from your company’s target customer, it would be a good idea to disqualify them as a potential customer. You may eventually serve their type of buyer, but right now you don’t have what they need – so there’s no use in trying to force your product on them.

Another example could be if the lead is not ready to make a purchase. Maybe they just want more information or are still in the research stage and haven’t narrowed down their options yet. In this case, you can qualify them as a lead but put them on an email list for future follow-ups.

Why Disqualifying Isn’t a Bad Thing

Lead qualification is important because it helps you focus your time and resources on the leads that are most likely to lead to sales. It also ensures that you don’t waste energy trying to pursue a lead that may not be worth anything in the long-term. By disqualifying leads, you can avoid wasting time by focusing your efforts on those who have a higher potential for converting.

Lead qualification: Conclusion

Lead qualification is an important step in lead nurturing and should not be overlooked when creating lead generation and marketing strategies. By qualifying leads, you can save time and

Close More Deals

Invido helps you build trust and authority with your prospects through asynchronous video messaging.

Streamline Your Operations

Record and share operational procedures with ease. Enhance productivity and efficiency today!

Latest Articles