Flowgrammer

Build a Lead Qualification Agent: Signals, Scoring, and Human Review

A practical design guide for a lead qualification agent that gathers context, applies clear rules, and routes judgment to a person.

— Craig Major

A lead qualification agent can collect context, compare it with agreed criteria, prepare a short brief, and route the next action. It should help a salesperson make a better decision. It should not quietly decide who deserves attention when the rules are unclear.

Define the input

Start with the information the team already uses:

  • company and role;
  • source and consent;
  • stated problem;
  • company size or operating context;
  • relevant technology or process;
  • timing;
  • prior conversation;
  • signals that require a closer look.

Do not add a data source simply because it is available. Each field should have a purpose and an owner.

Write the scoring rules

For each criterion, define:

  • the signal;
  • the acceptable values;
  • the score;
  • the evidence required;
  • what happens if the value is unknown;
  • the person who can override the result.

Unknown should not automatically mean unqualified. It should normally create a request for more information or a review.

Prepare context, not a verdict

A useful output may include:

  • a short account summary;
  • evidence for each score;
  • missing information;
  • likely workflow or business problem;
  • recommended next question;
  • proposed routing;
  • a confidence or review reason.

The salesperson should be able to see why the system produced the brief and correct it.

Keep human review explicit

Route a lead to a person when:

  • the evidence conflicts;
  • the score is close to a threshold;
  • the lead has a sensitive or unusual situation;
  • the data is incomplete;
  • the recommendation would change outreach or eligibility;
  • the system cannot explain the result.

The agent can do the preparation. The relationship and decision remain human.

Test the agent

Create test cases for:

  • a clear fit;
  • a clear non-fit;
  • an incomplete record;
  • conflicting evidence;
  • a duplicate;
  • a lead asking for something outside the offer;
  • a lead that should be escalated.

Record the expected routing before running the test. Review false positives and false negatives with the people who own the pipeline.

Connect the next action

A qualification result should lead somewhere useful:

  • request missing information;
  • create a review task;
  • route to a salesperson;
  • add a follow-up date;
  • invite the lead to a relevant guide or tool;
  • mark the record for later review.

The Lead Qualification System Planner provides the worksheet for rules, enrichment, human review, routing, tests, and metrics.

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