Simple lead routing rules

When every lead enters the same queue, good opportunities get buried. This model creates fast, consistent decisions.

Routing outputs (only three)

• Pursue: clear fit + reachable contact path + immediate next action
• Nurture: possible fit, but timing or context is weak
• Skip: low fit or low probability of useful outcome

Scoring card (quick)

Rate each lead 0–2 on:

1. ICP fit
2. problem urgency
3. contactability
4. evidence quality

Interpretation:

• 7–8 → Pursue
• 4–6 → Nurture
• 0–3 → Skip

Operational rules

Pursue lane

• Assign owner within 24 hours.
• Require one explicit next step (call, audit, demo, or diagnostic email).
• If no next step is defined, demote to nurture.

Nurture lane

• Add one trigger for re-entry (funding event, hiring spike, tool change, etc.).
• Set revisit date now; no "someday" pile.

Skip lane

• Capture short reason code (No ICP fit / No signal / No channel).
• Skip reason must be searchable for later review.

Weekly calibration (20 min)

Review:

• pursue → meeting conversion
• nurture → reactivation quality
• skip → false-negative rate

If false negatives rise, adjust one scoring rule only (avoid major schema churn).

Next step

Apply this card to the next 30 inbound or sourced leads and compare review time vs. your current process.

Related links

• Qualification
• Build an AI sales system from zero
• Follow-up