Free planning worksheet

Define a qualified lead before you count one.

Use the worksheet to agree on services, operating area, exclusions, and sales stages. Copy or print the result, then use the same rule in your forms, call reviews, CRM, and monthly reports.

No email gate or account required

Raw inquiries stay separate from qualified leads

Paid customers require verified payment

Step 1 · Define the operating boundary

Business or campaign nameServices that can qualifyOperating areaMinimum project or budget rule, if used

Step 2 · Select the qualification rules

The person is a new opportunity, not an existing open leadCoreThe inquiry is from a real prospective customer, not spam, a vendor, or a job seekerCoreThe requested work matches a service the business currently offersCoreThe property is inside the agreed operating areaCoreThe prospect provides a usable contact route and enough detail for follow-upCoreThe requested timing fits current availability or the agreed future windowThe prospect meets the documented budget or minimum-project ruleThe prospect owns the property or can participate in the buying decision

Explicit exclusions

Your working definition

Qualified lead definition

Services included: Complete before use
Operating area: Complete before use
Minimum project or budget rule: No rule selected

A lead qualifies only when all selected rules are true:
- The person is a new opportunity, not an existing open lead
- The inquiry is from a real prospective customer, not spam, a vendor, or a job seeker
- The requested work matches a service the business currently offers
- The property is inside the agreed operating area
- The prospect provides a usable contact route and enough detail for follow-up

Excluded: Duplicates, spam, vendors, job seekers, existing open opportunities

Count one unique opportunity. Keep inquiry, qualified lead, booked appointment, proposal, won customer, and paid customer as separate stages. Preserve technical attribution and the prospect's declared discovery source separately.

Agree on this rule before a campaign starts. Date any change and apply it to future reporting periods instead of rewriting earlier results.

Keep the stages separate

One customer journey, six different records.

01
Inquiry
A unique person contacts the business through a tracked call, form, message, or booking.
02
Qualified lead
The inquiry meets the written service, area, identity, and fit rules below.
03
Booked appointment
A real appointment or consultation is confirmed in the scheduling system.
04
Proposal
The business issues a real estimate or proposal for suitable work.
05
Won customer
The prospect accepts the agreement under the business's normal process.
06
Paid customer
Payment is verified in the financial or operating record.

Read the booked-job attribution guide Review your measurement plan with SF Web Tech

Define a qualified lead before you count one.

One customer journey, six different records.

Inquiry

Qualified lead

Booked appointment

Proposal

Won customer

Paid customer