Qualified conversion

Understanding the term

A submitted form measures an action. To establish whether the enquiry represents a potential customer, assess agreed criteria: need, location, project type and sufficient information to follow up.

The team can qualify the enquiry in a CRM after the first conversation. Keep separate statuses for enquiry received, qualified enquiry, quote and sale, so you can track the journey without confusing its stages.

Define the criteria before comparing months and remove duplicates. If the criteria change, record the date so you can interpret the trend correctly.