Leads must be matched to products that deliver good outcomes for them - meaning lead forms, qualification and routing must filter out poor-fit enquiries rather than pushing volume.
Lead gen implications
- Qualification must assess suitability, not just intent - Route poor-fit leads to better options (education, alternative provider, no-action) - Document the decision-making logic - Outcome-monitor: do leads from this channel become clients who benefit?
Practical
Add a "not a fit" disposition that educates and releases the lead cleanly.