What 'qualified opportunity' should actually mean for your organization
A practical guide to building a genuinely shared, usable definition.
A usable definition of a qualified opportunity needs to specify, concretely, the signals that indicate genuine buying intent and capacity — not a vague standard like 'a good fit' that different people interpret differently under pressure.
The definition should be built jointly with sales and marketing input, tested against a sample of real historical leads to check it actually distinguishes converting from non-converting opportunities, and revisited on a set cadence.
A definition that's too loose lets marketing claim credit for low-quality volume; one that's too strict starves sales of legitimate pipeline. Calibrating it against actual conversion data, not intuition, is what makes it durable.
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