First off, let’s define what a lead qualification is. Lead qualification is a requirement that a prospect meets and this contributes to, whether or not they have a high chance of purchasing and are ready for sales engagement.

There is no precise way of telling they are ready or not. This would be like asking for a specific definition of good music (not really possible because it is all based on opinion). It basically comes down to Sales and whether not they deem the lead as qualified, or not. So it is your job to bring your own lead qualifications to the table and sell them to sales. Here are some parameters you should consider when you propose your case to Sales.

Contact Information
Although contact information is one of the weakest qualification criteria, it can be useful for developing businesses that have rapidly growing competition in the field (rare cases). Gaining a prospect’s contact information might be all you are able to acquire due to your new business, so in this case gather all this information and try to close as many leads as possible before more competition comes your way.
In this type of situation, Sales just needs the contact information in order to close the deal.

Firmographics

Again, not every sales department will need this, but simple firmographics is also very easy to come by.
For example, when your organization is the leading service provider in a certain geographic area or industry this can be enough information for Sales to consider a lead qualified.

Budget Authority Need Timeline (BANT)

This is a scoring and methodology for lead qualification that was developed by IBM, but is now commonly used. Depending on how you organize your information, you may want all or just some of these factors to define what you qualify as a lead. Even if this information doesn’t qualify for your lead, it will help you identify potential leads and you can nurture them into becoming a lead.

Behavior Analytics and Lead Scoring

Lead scoring has a more thorough and complex system of identifying leads. This is most effective when coupled with Behavior Analytics. With Lead Scoring you are giving different point values to different characteristics.
A benefit that comes from including behavior analytics is that you are able to use a prospect’s actions to qualify them. For example, a prospect might download a whitepaper off of your company’s website. This may warrant a certain amount of points on a qualification you have for leads. By scoring, you can see how interested a person is in your product, rather than just going by a checked box that doesn’t display the strength or weakness of a prospects interest.

Predictive Analytics

This is where math gets involved. This is a non-traditional way to qualify a lead but is more often used for lead generation. Discussing terms like predictive analytics or regression analysis with your data analysts my help you find hidden resources. Another aspect you want your analyst to be on the lookout for commonalities between potential leads and current leads.

Hand Raiser

This is one of the hardest ways to qualify a lead, but also the most valuable qualified leads. “Hand raiser” means that someone from your company is actively looking for sales engagement and is offering up information and urging you to get in contact with them.

This is usually done well with good lead nurturing and inbound marketing programs.

~ Chelsea Jensen, Prospectr Marketing