CRM, lead flow and sales techniques · Lead management
Sort every lead into one of six buckets by how well it fits and how ready it is.
A fit and readiness qualification matrix sorts leads by two questions: does this buyer fit your ideal customer, and have they shown they are ready to talk. Three levels of readiness cross two of fit to give six buckets. The page ends with routing rules that send each bucket to sales or to nurture.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A fit and readiness qualification matrix sorts leads by two questions: does this buyer fit your ideal customer, and have they shown they are ready to talk. Three levels of readiness cross two of fit to give six buckets. The page ends with routing rules that send each bucket to sales or to nurture.
A solar installer in Pune gets two enquiries on the same morning. One is a housing society treasurer who WhatsApps 'send quote, 60 kW, rooftop, site visit Saturday'. The other is a student who downloaded the brochure. Both land in the same list, and the rep calls them in the order they arrived.
The matrix puts a fit score on one side (does the buyer match your ideal customer on its must-have criteria) and a readiness signal on the other: hand-raised, sales-ready, or only interested. Six buckets result. A good-fit hand-raiser goes to sales today. A good-fit contact who is not ready goes to nurture. A poor-fit contact is counted and parked.
The marketing person classifies, the sales head confirms the routing rules, and the owner settles disputes. It replaces the single 'hot or cold' tag, and it differs from the sales process section's qualifying pages, which teach the conversation. This one is the grid in your CRM.
It follows the contact segments and comes before scoring and the nurture plan.
Where this sits
Topic 7 of 13 in crm, lead flow and sales techniques: lead management. Segmenting, qualifying, nurturing, scoring, routing and measuring leads inside the CRM.
- The topic before
- Inbound selling: advise
- The topic after
- CRM setup and data
If you want this done for you
Ask about budget, authority and timeline on every call, not just enthusiasm.
The work
What this is actually like.
“Count the last ninety days first”
Before you set rules, put the past three months of leads into the six buckets and add how many became customers from each. If poor-fit leads closed better than good-fit ones, your fit criteria are wrong. The numbers will tell you which rule to change.
“A WhatsApp call-me request is high readiness”
In India, a buyer who messages 'call me' with a quantity or a site name has done the hard work. Treat it as a hand-raise even when the form was never filled in. Buyers who give one-word answers on the phone need careful reading: one word can be polite refusal or a busy shopkeeper.
“Pick a framework for your deals”
A short sale with one decision-maker needs a short check, such as budget and authority. A long one with committees needs more. Choose the framework by the length of your last twelve months of deals, then use only its questions on the call.
“Routing must match capacity”
If sales gets sixty leads a week and can work twenty, tighten the fit rules until the flow matches. Sending everything to sales means the good ones wait behind the poor ones, and the replies slow down for all of them.
What we do
What you end up with.
The documents this topic produces, what each one is for, and how you know it is finished.
The six-bucket matrix
A two-way table: leads are sorted by fit into good and poor on one axis, and by readiness into hand-raiser, sales-ready and not ready on the other. Each cell holds the lead count for the last ninety days and the number won.
Result: Finished when each cell shows a count and a close rate, even if some are zero.
The fit checklist
Four to six yes-or-no must-have criteria with the evidence for each, such as city served, size band, and decision-maker reached. Written so two staff would mark a lead the same way.
Result: Finished when two staff score ten sample leads and agree on at least nine.
The routing rules
One line per bucket: who takes it, how soon it is called, and what happens if there is no answer. The owner signs them.
Result: Finished when a new person can route any lead from the rules without asking.
The qualifying signals log
A short log after each discovery call: good signs heard, red flags heard, and the decision (advance, disqualify, re-qualify with another contact).
Result: Finished when a quarter's log can be compared with what actually closed.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How is this different from lead scoring?
What if our fit criteria change?
Who decides if a lead is a hand-raiser?
Do poor-fit leads get ignored?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Where to go next
The work that carries this topic further.
The rest of lead management
Or read all of crm, lead flow and sales techniques.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.