THE IDEA TO TAKE AWAY
Before you build the brief.
Give marketing, sales and delivery teams the same vocabulary. Define observable criteria and distinguish campaign acceptance from later sales outcomes.
A contact is a record
Business contact information alone does not show that a person engaged with your campaign or expressed a relevant need.
A campaign lead includes an interaction
Define which campaign-specific action or conversation qualifies. Add the audience criteria and required permission context to make the term useful.
Qualification adds agreed evidence
Qualification can range from role fit to responses to specific questions. Name what has been checked instead of relying on labels that different teams interpret differently.
An opportunity needs a sales definition
Sales acceptance, next steps and an active commercial process are separate from lead delivery. Record opportunity creation using your own agreed CRM criteria.
Put the definitions into the brief
Use the same wording in the proposal, capture fields, reports and handover. Revisit it when campaign scope changes.
Put it to work.
Use these three actions in your next planning session.
- Complete this sentence: a lead is accepted when it meets these criteria.
- List the evidence needed to check every criterion.
- Agree who can change the definition and how changes will be recorded.
TAKE IT INTO YOUR NEXT BRIEF
Agree the evidence behind each stage; a shared label is only useful when its meaning is shared.
Build your campaign brief