Qualification
Defining fit and intent as separate criteria
Assess whether an inbound enquiry fits your service and what the person actually wants to do next, without relying on a single lead score.
For an enquiry already received, assess fit and intent separately. Fit asks whether the organisation and proposed work fall within what your business can serve. Intent asks what the person wants to do next, based primarily on what they said. A strong answer to one question cannot fill a gap in the other.
Ask two different questions
For fit, ask: ‘Could we reasonably provide the work described if the person proceeds?’ Check the service, project type, location or delivery requirement that changes that answer. A preferred customer profile can help prioritise work, but job title or company size should not override the stated need unless it affects the service decision.
For intent, ask: ‘What action has the person requested now?’ A project discussion differs from a guide request. A page visit, download or webinar attendance gives context but does not state a buying timetable. Read even a demo form alongside what the person wrote.
Fit vs Intent: Key Differences in Lead Qualification
- Fit AssessmentCan we reasonably provide the work described?
- Intent AssessmentWhat action has the person requested now?
- Key Factors for FitService capability, project type, location, delivery requirement
- Key Indicators of IntentProject discussion request, guide download, webinar attendance, demo form submission
- What to AvoidUsing job title or company size as a fit override unless it affects service delivery
Keep unknowns visible
| Fit assessment | Intent assessment | First response to consider |
|---|---|---|
| Fits | Project discussion requested | Assign a scoped response |
| Fits | Information requested only | Answer that request and leave a later enquiry route |
| Does not fit | Project discussion requested | Explain the service boundary |
| Unknown | Any | Ask for the missing fit fact |
| Fits | Unclear | Ask what help the person wants |
‘Unknown’ is a finding, not a poor score. Missing organisation details do not prove poor fit, and silence does not prove low intent. An urgent message cannot make unavailable work feasible.
Consider a hypothetical equipment supplier serving commercial sites in a defined region. A facilities manager requests an installation discussion but gives no site location. The request shows intent to talk; fit remains unresolved. Ask for the broad location.
A company in the region that downloads a checklist may fit the supplier's market, but it has asked for the checklist, not a sales call.
Next Steps Based on Fit and Intent Assessment
- Fits + Project Discussion RequestedAssign a scoped response
- Fits + Information Requested OnlyAnswer the request and leave a later enquiry route open
- Does Not Fit + Project Discussion RequestedExplain the service boundary clearly
- Unknown Fit + Any IntentAsk for missing fit information (e.g. site location)
- Fits + Unclear IntentAsk what help the person wants
Record the basis for each assessment
Write the evidence beside each conclusion: ‘requested an installation discussion’, ‘site location missing’ or ‘asked for a checklist’. Separate the person’s words from an inference based on activity. If a CRM score is used, keep the request available so a reviewer can question the score.
When sales and marketing disagree, identify which question they answered differently. Did they disagree about service eligibility, or did someone treat content engagement as an explicit request? Clarify the relevant rule or ask for the missing fact. The outcome is a justified next action, with uncertainty visible until resolved.
Best Practices for Recording Fit and Intent Assessments
- Document evidence directly from the enquirye.g., ‘requested an installation discussion’ or ‘site location missing’
- Separate observed actions from inferred intentDo not assume a download means a sales call is imminent
- Keep CRM scores transparent and reviewableEnsure the original request remains accessible for verification
- Clarify disagreements between teamsDetermine if conflict is about fit eligibility or misinterpreting engagement as intent
