Lead Qualification and Sales Handoff System Planner
A printable workbook for defining ICP evidence, lead scoring, MQL and SQL handoffs, routing fallbacks, tests, measures and owners.
Use this printable workbook with the free course Build a Lead Qualification and Sales Handoff System. It helps a founder, sales leader, or revenue operations team turn informal judgments into an inspectable operating agreement.
What the workbook contains
- An ICP evidence model for one offer
- Separate fit, engagement, timing and negative-signal rules
- MQL, sales acceptance and SQL definitions
- AI-support and human-decision boundaries
- Routing precedence, availability and failure fallbacks
- Positive, negative, incomplete, duplicate, stale, ambiguous and failure tests
- Baselines, measures, owners and a 14-point capstone rubric
How to use it
Complete one section after each course lesson. Use recent sanitized lead examples. Write the expected result before testing a system. Keep unknown information marked unknown, and have the people who own marketing, revenue operations and sales review the final planner together.
The workbook is a business and operating specification. Technical discovery must still confirm platform behavior, integrations, permissions, security, privacy and implementation effort.
Start the free lead qualification course.
Separate fit from readiness to buy
Use the nine-page PDF to record the evidence required for one lead-routing decision. Define fit criteria, exclusions and unanswered questions before assigning scores. A company can match the target profile while having no current project, budget or appropriate contact.
As a fictional exercise, compare a well-matched enquiry with missing timing information against an urgent request outside the service area. Decide which record needs clarification, which needs a polite decline and which can move to a sales conversation. Avoid making an unknown answer equivalent to a confirmed negative.
Check the handoff as carefully as the score
Name the receiving owner, required CRM fields and action expected next. Write the reason for each routing rule in language a salesperson can challenge. Include a duplicate enquiry and conflicting answers in the test set; define who can override the proposed decision and how the override is recorded.
Review a small set of examples before applying the rules broadly. Use the lead qualification course to work through the design. The planner records criteria and responsibilities; it does not make purchase-intent claims or replace the team’s judgement about individual enquiries.