Qualifying media & advertising leads before you waste a quarter

Disqualification is the skill

Qualification is usually framed as finding good campaigns. It is more useful as the discipline of ending bad ones early. A campaign that dies in week two costs almost nothing. The same campaign dying at Client Approval has consumed proposals, demos, internal approvals and a slot in your forecast.

Pitching is the cost of doing business. Win rate by brief type tells you which pitches to decline.

What to establish before investing

Before a campaign advances past the early stages, you want honest answers to four things — and "we will find out later" is a valid answer only once.

• Problem: is the thing you solve actually costing them something measurable
• Authority: who signs, and have you met them
• Process: what has to happen internally for this to be approved
• Timing: what makes this quarter different from the last four

In media & advertising the third is the one most often skipped, and it is the one that determines whether Brief is reachable at all.

Score it, do not feel it

A simple score beats intuition because it is comparable across reps and across months. Assign points to each criterion, set a threshold below which a campaign does not advance, and review the disqualified pile monthly to check the threshold is not simply throwing away business.

The scoring matters less than the consistency. Any reasonable framework applied consistently outperforms an excellent framework applied when someone remembers.

The number that proves it is working

Track win rate on campaigns that passed qualification against those that did not. If the two are similar, your qualification is decorative. If qualified campaigns convert meaningfully better, the framework is doing real work and the threshold is roughly right.

Also watch average time-to-close. Good qualification shortens it, because the campaigns that used to stall for a quarter before dying are now ended in week two.