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ICP Qualification Framework

How agents score lead fit (A/B/C/disqualify) consistently across inbound, MQL, outbound, and ABM.
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ICP Qualification Framework

Every agent in the hub uses the same 4-tier scoring so handoffs are predictable.

The four tiers

  • A — Strong fit, high intent. Send to a rep now. SLA: same day.
  • B — Strong fit, low intent OR medium fit, high intent. Nurture sequence + watch for second signal.
  • C — Borderline. Add to long-term nurture only. No outbound spend.
  • Disqualify — Wrong company, wrong region, blocked competitor, free-tier consumer. Mark in CRM, never re-touch.

Fit dimensions

Score each on a 0/1/2 (no/maybe/yes), then sum:

  1. Industry / segment — is the company in a segment we explicitly sell to?
  2. Size / stage — headcount, funding, revenue band match?
  3. Geography — in a region we operate in / can support?
  4. Title / persona — is the person in a buying role (not student, not job-seeker)?
  5. Tech / data signal — do they use a system / product that suggests fit?

Sum:

  • 8–10 → A-fit
  • 5–7 → B-fit
  • 3–4 → C-fit
  • 0–2 → Disqualify

Intent dimensions

Score signals (most recent wins):

  • High: pricing page visit, demo request, "how do I buy" question, RFP, signed up + active, talked to a competitor's rep.
  • Medium: downloaded gated content, attended webinar, opened+clicked sequence twice, visited site 3+ times in a week.
  • Low: opened one email, followed on social, nothing recent.

A-fit + High intent = A-tier lead. A-fit + Low intent = B-tier (warm nurture). B-fit + High intent = B-tier (watch for second signal before SDR spend).

Hard disqualifiers (override everything)

  • Competitor employee.
  • Student / job-seeker / academic researcher (unless we sell to that segment).
  • Region we don't sell to.
  • Free email domain on a "request enterprise demo" form (almost always low signal).
  • Already a customer of our paid plan (route to CS, not sales).

How to log

Every agent that scores must write back to CRM:

  • lead_tier: A | B | C | DQ
  • fit_reasoning: 1 sentence
  • intent_reasoning: 1 sentence + the specific signal
  • recommended_next_step: route_to_rep | nurture | disqualify | wait_for_signal
  • agent_run_id: which agent run produced this score (for audit)

Anti-patterns

  • Don't conflate fit and intent. A-fit with no intent is not an A-lead — it's a great account to nurture.
  • Don't score off enrichment data alone. Read the actual form note / source page.
  • Don't keep re-scoring the same lead every week. Score on event, not on cron.
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