Guide / Qualifying what comes in
The inbound qualification engine
Give every book-a-call form a verdict before anyone picks up the phone: write the checks down first, run two stages of checks, and end by giving the queue a reader who clears Needs review every morning.
- Motion
- Inbound
- Channel
- Website
- Steps
- 8
- Where it stands
- We built this for a company's book-a-call form. It is running as a pilot: it reads the CRM and writes nothing back yet.
01
Write the checks down
02
Fill the identity gaps
03
Read your own map first
04
Run Stage 1
05
Run Stage 2 if Stage 1 passes
06
Decide the verdict by rule
07
Keep the write-back off at first
08
Give it a reader
In order: Write the checks down, then Fill the identity gaps, then Read your own map first, then Run Stage 1, then Run Stage 2 if Stage 1 passes, then Decide the verdict by rule, then Keep the write-back off at first, and finally Give it a reader.
The steps.
- 01
Write the checks down before you build anything.
One file: each check, its sources, and what counts as pass, fail and unknown. The person who owns the definition of a good customer signs off on this file, not on the workflow.
- 02
Fill the identity gaps first.
Email to company domain. A free-mail address stops here and goes to Needs review. Name and company to a public profile and a job title. A title already in the CRM wins.
- 03
Read your own map before you spend.
If the company is already classified, reuse its segment. Otherwise buy one company profile (description, headcount, HQ) and use it for every check that needs it.
- 04
Run Stage 1.
Three checks, each returning pass, fail or unknown with its evidence. The stage passes on two or more passes, fails on two or more fails, and is unknown otherwise.
- 05
Run Stage 2 only when Stage 1 passes.
Revenue from enrichment, or implied by headcount with a range you have written down. Spend as a band with a confidence. A figure a rep confirms on a call replaces the estimate.
- 06
Decide the verdict by rule.
Both stages pass: in ICP. A stage fails with confidence: not ICP. Anything else: needs review. Then check the person's title against your personas.
- 07
Keep the write-back off at first.
Record the verdict, the five answers, the evidence and the persona in the workflow's own table. Have a person read them beside the real calls for a few weeks. Turn on the CRM write when the answers hold up and the field names are agreed.
- 08
Give it a reader.
Someone looks at Needs review every morning. Every wrong call becomes a change to the checks file, never a hand edit to one row.
Tools used.
This play names no tool. It describes each step by what it does, so it fits whichever tools you already run.
The full guide has the board, the reasoning behind each choice and a spec to copy. Read the full guide
Plays that sit next to this one.
Inbound
Lead Qualification PipelineAutomatically qualify and route new leads using intelligent scoring and CRM automation.
Systems
The ICP mapA raw company list becomes a segmented, tiered map in four passes, with the sources that cost no provider credits going first.
Inbound
The inbound-led outbound engineContent creates the demand, capture turns it into signals, qualification and suppression decide who is touched, and three tiers route each one to a rep or a sequence.
Or have us run it for you.
We build this play in your tools, run it with your team and hand it over.
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