Lead qualification
Leads qualified by AI,decisions made by salespeople.
The AI lead qualification agent talks to everyone who asks for information, finds out their need, timeline and indicative budget, scores the enquiry against the criteria set by your team and sends it to the colleague who handles that type of client. The salesperson confirms the score and decides the next step.
Salespeople lose time on enquiries that are not a fit
A completed form says little: a name, a phone number, maybe a short message. Someone has to call, find out what the person wants and whether the company can serve them. Meanwhile, good leads wait alongside those that will never buy, and allocation to colleagues is based on who is free, not on who is the right fit.
- Forms do not collect enough information to tell whether an enquiry deserves priority
- Leads are allocated by hand, late and without a clear rule
- Qualification criteria vary from one salesperson to another
- It is hard to see which marketing source brings genuinely relevant enquiries
Who it is for
- Companies that receive many enquiries through forms, ads or chat, of which only some are a good fit
- Sales teams split by region, product or client size, where manual allocation delays the response
- Companies that pay for lead generation and want to know which sources bring relevant enquiries
- Service businesses where the first clarification call takes up a lot of the specialists' time
What the lead qualification agent does
- 01
Asks the qualification questions
It talks naturally with the person and finds out their need, volume, location, timeline and indicative budget, following the agreed script.
- 02
Scores the lead against clear criteria
It applies the qualification criteria agreed with the team and explains in a few lines why it gave that score.
- 03
Routes to the right person
It assigns the lead in the CRM to the colleague responsible for that region, product or client type, following your rules.
- 04
Proposes a meeting
For qualified leads, it offers free slots from the salesperson's calendar and prepares the invitation.
- 05
Replies politely to enquiries that are not a fit
For enquiries outside what you offer, it sends an approved message or flags them for a human check.
How it works
How a lead is qualified
The steps marked in yellow are approved by a person.
- Input
- AI
- Action
- Human in the loop
- Result
- 01
Input
New enquiry
Someone fills in the form or writes in the website chat.
- 02
AI
Qualification questions
The agent finds out the need, timeline and context, following the approved script.
- 03
AI
Score against criteria
It applies the agreed criteria and notes the reason for each score.
- 04
Action
Assignment in the CRM
It creates the lead and allocates it to the right salesperson.
- 05
Human in the loop
Salesperson confirms
The colleague checks the score, can correct it and decides the next step.
- 06
Result
Meeting scheduled
The qualified lead receives a meeting proposal.
What information and tools the qualification agent uses
- The qualification criteria agreed with the team: criteria, weightings and thresholds
- The question script and approved wording for each type of enquiry
- Allocation rules by region, product or client type
- The CRM, for creating the lead, checking for duplicates and assigning it
- Salespeople's calendars, for proposing free slots
Possible integrations
- HubSpot
- Pipedrive
- Salesforce
- Zoho CRM
- Website forms (WordPress, Webflow, Next.js)
- Meta Lead Ads
- Google Calendar / Outlook Calendar
- Calendly
- Slack or Microsoft Teams (notifications)
- HubSpot
- Pipedrive
- Salesforce
- Zoho CRM
- Website forms (WordPress, Webflow, Next.js)
- Meta Lead Ads
- Google Calendar / Outlook Calendar
- Calendly
- Slack or Microsoft Teams (notifications)
Each integration's compatibility is checked during the analysis phase, for the systems and versions you use.
Control and transparency
What stays in human hands
- Setting and changing the qualification criteria and score thresholds
- Confirming the score for high-value leads or those close to the threshold
- The decision to drop a lead, which is never based on the automatic score alone
- Regularly checking disqualified leads, so that good opportunities are not lost
Limits and how we manage them
- The score reflects only what the person said, and answers can be incomplete or inaccurate
- Scores are only as clear as the qualification criteria, which is why we test them on real leads and adjust them regularly
- Some people prefer to talk directly to a person, so we recommend keeping the option of human contact always visible
- The agent does not assess leads on sensitive or discriminatory criteria, and these are excluded from the criteria
How we measure qualification quality
We agree the indicators together before launch and track them afterwards. The values depend on the process, the data and the volume.
- Agreement between the agent's score and the salesperson's assessment
- Salespeople independently score a sample of leads, and we compare the results.
- Accuracy of allocation
- We track how many leads are reassigned by hand after the agent's assignment.
- Conversation completion rate
- We measure how many people answer all the questions and where they drop off.
- Time to first human contact
- We compare the interval between the enquiry and the first conversation with a salesperson, before and during the pilot.
- Progress of qualified leads
- We track in the CRM what percentage of well-scored leads reach the quote stage.
How we implement the qualification agent
- 01
Defining the right client
With the sales team, we analyse past leads and formulate the qualification criteria.
- 02
Script and allocation rules
We write the questions, approved messages and allocation rules, then connect the CRM.
- 03
Calibration on real leads
The agent scores leads in parallel with the salespeople, and the differences show us what to adjust.
- 04
Activation and regular review
We switch the agent on in the chosen channels and review the criteria monthly, based on CRM results.
Use cases
The scenarios below are conceptual examples, not delivered implementations.
- Solar PV installations
Quote requests from the website
The agent asks about the type of building, approximate consumption and county, scores the enquiry and sends it to the consultant for that area.
Conceptual example - B2B software
Demo requests
The agent finds out the team size, the systems in use and the decision timeline, then proposes a demo with the right specialist.
Conceptual example - Logistics and transport
Quotation requests
The agent clarifies routes, volumes and shipping frequency and routes the request to the domestic or international department.
Conceptual example
Frequently asked questions
Who sets the criteria used to score leads?
Your team does. We formulate them together during the analysis, test them on real leads, and you can change them at any time. The agent applies the criteria; it does not invent them.
What happens when the agent cannot decide on a lead's score?
It flags the lead as unclear, notes what information is missing and sends it to a salesperson for assessment, without disqualifying it.
How is the data of people who contact us handled?
We collect only the information needed for qualification, store it in your CRM and inform the person about the processing, in line with your privacy policy and GDPR.
Can leads be rejected automatically?
You can choose to have enquiries that are clearly outside what you offer receive a standard reply, but we recommend that a colleague reviews them regularly.
Is it different from a longer form?
Yes. The agent adapts its questions to the answers it receives and can clarify a vague answer, which a fixed form cannot do.
Can it also qualify leads who phone in?
This page describes qualification through chat, forms and written messages. For phone calls there is a dedicated voice lead qualification solution, which can use the same criteria and the same CRM.
How do we get started?
With the sales team, we analyse the leads from recent months, formulate the qualification criteria and calibrate them on real leads, scored in parallel by the agent and the salespeople, before activation.
Can’t find the answer? Write to us and we’ll reply directly.
Want good leads to reach your salespeople faster?
Show us where your enquiries come from and how you allocate them today, and we will look at how an agent could qualify them against your criteria.
Related solutions
- Voice lead qualificationThe first qualifying questions asked by phone, right after a lead asks to be contacted, with the record completed for sales.
- AI agent for salesPrepares quotes, follow-ups and replies from your CRM data, while the salesperson reviews them and decides what goes to the client.
- AI agent for workflowsRuns multi-step processes that need decisions along the way, where fixed automation stops at the first exception, with human approval at the sensitive points.