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B2B meeting qualification scorecard

A “qualified” meeting only means something if its definition is written down before launch. This is the scorecard we use in scoping workshops: knock-out criteria, scored criteria, the question to ask for each one and a column for your threshold. Print it or save it as a PDF from your browser.

1. Knock-out criteria (all required)

Criterion	Question to ask	Expected answer	Score
Company in target	Do sector, size and area match your ideal customer?	Yes / no
Legitimate contact	Does this person decide, or can they bring in the decision-maker?	Yes / no
Acknowledged need	Has the prospect described, in their own words, a problem you solve?	Yes / no
Explicit agreement	Has the prospect accepted the meeting and confirmed the slot in writing?	Yes / no
No objection	Has the contact not asked to stop being contacted?	Yes / no

2. Scored criteria (0, 1 or 2 points)

Criterion	Question to ask	Expected answer	Score
Timing	When do you want this solved?	2: specific date within your window · 1: “this year” · 0: none
Budget or buying process	How is this kind of purchase decided at your company?	2: budget or process known · 1: to be defined · 0: unknown
Current solution	How do you handle it today?	2: clear limit of the current setup · 1: partly satisfied · 0: satisfied
Stakes	What happens if nothing changes?	2: cost or risk quantified by the prospect · 1: annoyance · 0: none
Preparation	Who else should attend the meeting?	2: decision-makers invited · 1: to be confirmed · 0: nobody

3. Your threshold

How to use the scorecard

1. 01 Fill in the “Expected answer” column with your own thresholds before launch.
2. 02 Have it approved by the person who will take the meetings: they are the judge.
3. 03 Attach it to the contract or purchase order of an outsourced campaign.
4. 04 Review it after the first ten held meetings: adjust the scorecard, don't redefine meetings after the fact.

Go further

B2B appointments by sector

→ Get qualified meetings booked