Free Lead Quality Assessment
Score inbound lead quality by source, ICP fit and intent, then compare the marketing and sales views — an AI report shows which channels really build pipeline and where the handoff leaks.
Quick answer
Marketing and sales rate the same lead flow on five dimensions — ICP fit, intent, data completeness, MQL→SQL conversion and follow-up speed — on an anchored 1–5 scale. The AI report ranks every lead source by closable output and puts both teams' scores side by side, so you can see whether you have a volume problem, a quality problem or an undefined-MQL problem.
About this template
"The leads are bad" and "the leads are fine, sales just doesn't follow up" are the same meeting in different costumes. This assessment ends that argument with data both sides agree to produce: five lead-quality dimensions, rated independently by demand-gen and sales, plus three rough numbers per source (leads, SQLs, wins). The composite score separates volume from quality; the dual-rater view exposes grading criteria that were never written down; the AI report ranks channels by closable pipeline rather than raw form fills and lists the two moves with the highest payback.
It is an internal audit — not a prospect-facing quiz. If you want a form that lets visitors self-qualify before your team calls them, use the Lead Qualification Score instead, and use this one to fix what that quiz feeds you.
Live Preview
Sample form and AI report preview (fillable once the app is published).
What's Included
Everything you need to audit lead quality in one sitting.
Five anchored dimensions
Fit, intent, data completeness, MQL→SQL rate and follow-up speed, each rated 1–5 with written anchors.
Per-source numbers
Three fields per channel — leads, SQLs, wins — estimates accepted.
Dual-rater comparison
Marketing and sales score sets aligned side by side; gaps flagged.
AI source ranking
Channels ordered by closable pipeline, not form-fill volume.
How It Works
From copy to pipeline review in four steps.
Copy the template
Import the form, scoring and report settings into your workspace — free.
Collect both views
Send to demand-gen and sales leads separately so ratings stay independent.
Add last quarter's numbers
Leads by source, SQLs, wins and spend — rough figures are fine.
Work the AI report
Read the source ranking and MQL-definition gap, then rebudget one channel.
Who Is This For
Pick your role — see how it fits your workflow.
Demand-gen managers
Defend budget with a closable-pipeline ranking instead of cost-per-lead.
Revenue-ops leads
Get an agreed MQL definition and the scoring rules your CRM is missing.
Marketing agencies
Run it at onboarding and in QBRs to reset client expectations on volume vs quality.
Key Features
What makes this template work as a professional deliverable.
- 1–5 anchored scale, so "3" means the same thing to both teams
- Separate fit score and conversion score — volume and quality never blended
- Dual-rater view that surfaces undefined MQL criteria
- Source ranking by closable pipeline and cost per SQL
- Printable PDF for monthly pipeline reviews
- Quarterly re-run with trend comparison
- QR to an AI consultant on lead scoring and funnel metrics
- Free to copy, customize and rebrand
Sample Questions Inside
A preview of real questions — the full version adds scoring and a personalized report per respondent.
- ICP fit: what share of last quarter's leads matched your ideal customer profile on segment and size? (1–5)
- Intent: do leads arrive with a live problem and a timeframe, or curiosity? (1–5)
- Data completeness: can you route a lead without a discovery call? (1–5)
- MQL→SQL conversion: what percentage actually becomes an opportunity? (1–5)
- Follow-up speed: how long from form fill to first human touch? (1–5)
- Leads / SQLs / wins by source last quarter? (three numbers per channel)
- Which source feels strongest to you, and which closes best? (open)
- Is an MQL definition written down anywhere both teams accept? (yes / no / disputed)