Qualification scorecard
Score Fit, Engagement, and Buying Intent separately. The default maximum is 100. These are operating thresholds, not universal industry benchmarks; recalibrate them against accepted handoffs and created opportunities after several comparable events.
Fit: 0–40
| Signal | Points | Rule |
|---|---|---|
| Account matches the defined company profile | 20 | Size, sector, operating model, geography, or other hard criteria match |
| Role belongs to the buying group | 10 | Economic buyer, champion, operational owner, or credible evaluator |
| Webinar use case matches a current company need | 10 | Registration answer, question, or known account context confirms relevance |
Do not award partial points because a company “looks interesting.” Record which criterion matched.
Engagement: 0–30
Add signals, then cap at 30.
| Signal | Points |
|---|---|
| Registered only | 2 |
| Attended less than 25% live | 5 |
| Attended 25–49% live | 10 |
| Attended at least 50% live | 15 |
| Watched a meaningful replay segment | 10 |
| Answered a substantive poll | 5 |
| Asked a substantive question | 10 |
| Clicked an event call to action or related resource | 10 |
If watch depth is unavailable, use only verified attendance or replay state. Never estimate it from registration or email opens.
Buying intent: 0–30
Add signals, then cap at 30.
| Signal | Points |
|---|---|
| Registration answer states a relevant operational problem | 8 |
| Asks a workflow-fit or implementation question | 10 |
| Asks a commercial, rollout, integration, compliance, or decision question | 15 |
| Visits a verified high-intent product, pricing, or meeting page after the event | 15 |
| Replies with a concrete problem, timing, stakeholder, or next-step request | 20 |
| Requests or books a meeting | 30 |
A meeting request becomes a sales handoff regardless of total score, but it still needs relationship and suppression checks.
Routing bands
| Total | Default action |
|---|---|
| 0–24 | Record only or low-frequency nurture |
| 25–49 | Topic-specific nurture; no sales task |
| 50–69 | Human sales review |
| 70–100 | Priority sales review and handoff |
Additional gates:
- A scored handoff requires Fit of at least 20 and Buying Intent of at least 10.
- Existing customers and active opportunities route to their owner, regardless of score.
- Unsubscribed and disqualified contacts receive no external nurture.
- An uncertain identity cannot become an automated handoff.
Calibration
After three to five comparable webinars, inspect:
- accepted versus rejected handoffs by score;
- meetings and opportunities by each component score;
- signals that added points but produced no commercial progression;
- high-value records the score missed;
- source and topic differences.
Raise or lower one component at a time. Do not change the score and qualification definition together, or cohort comparisons become unreliable.