Why Process Documentation Matters

When we ask "What's your lead qualification process?" and the answer is "It's in our heads" or "We just know it when we see it," we're both at risk.

Without documented processes, there's no shared definition of success.

What Happens Without Documentation

Scenario 1: The "Lead Quality" Debate

You say: "These leads aren't qualified."

We say: "They match the target profile we discussed."

The issue: We never documented what "qualified" means.

Result:

• We deliver leads based on our understanding
• You evaluate leads based on a different (undocumented) criteria
• Both sides feel the other missed the mark

What would have helped: Written qualification criteria agreed upon before launch.

Scenario 2: Routing Confusion

You say: "Leads aren't getting to the right people."

We say: "We sent them to the email address you provided."

The issue: The routing rules were never mapped out.

Result:

• Leads go to the wrong territory or sales rep
• Follow-up is delayed or doesn't happen