What are "Good Leads" Anyway?

High-quality leads are (unfortunately) all too rare—and they’re almost never defined by a prospect’s title, company size, or how they found you.

The best leads can articulate a real business problem in their own words. They don’t need to be convinced the problem matters. There’s already pressure inside their organization to do something about it. Ideally, they can also explain what happens if nothing changes.

If a lead like this comes in (and your product can genuinely address the problem they’re describing) that’s exactly where the conversation should begin.

+

And just as important: if you understand their business need and your product doesn’t fit what they’re trying to solve, it’s not a lead worth chasing—no matter how interested they seem. In those cases, I usually recommend replying politely and being clear that it’s not a good fit.

I know nobody likes walking away from a lead, but leads that don't fit the above description are often a waste of your valuable time.