THE IDEA TO TAKE AWAY
Before you build the brief.
Turn “lead quality” into a reviewable agreement between your client, agency and delivery partner. The handover should use the same criteria as the original scope.
Use one shared definition
Write down the criteria a record must meet. Job function, seniority, company size and location should be explicit. Decide how broad job titles will be interpreted.
Agree the evidence you need
A usable handover includes more than contact details. Ask for the campaign identifier, engagement context and agreed qualification responses. Confirm how the appropriate permission record can be referenced.
Resolve operational details early
Small differences in file formats or field names can delay follow-up. Review a synthetic sample before launch.
- Mandatory and optional fields
- Duplicate and exclusion rules
- Delivery schedule and file format
- Feedback and dispute process
Protect the relationship
Agree who communicates with the client, who approves changes and how sensitive account information is handled. Clarify any commercial relationship protections in the actual agreement.
Review the first delivery promptly
Give delivery teams timely, specific feedback. Explain which criterion a disputed record fails rather than using an undefined quality label.
Put it to work.
Use these three actions in your next planning session.
- Ask the client to identify three reasons a lead could be rejected.
- Map each reason to a field, check or exclusion before launch.
- Agree one feedback owner and a review window with all parties.
TAKE IT INTO YOUR NEXT BRIEF
A shared lead definition and a reviewed sample record prevent many avoidable handover problems.
Build your campaign brief