Identity is the first layer, not the finish line
A sales-ready record gives the next owner enough context to understand who the person is, whether the account fits, what the person needs, why action makes sense now, and what should happen next. A name and work email often do not answer any of those questions.
| Layer | Required evidence | Sales use |
|---|---|---|
| 1. Identity | Name, verified contact method, profile | Reach the right person |
| 2. Company context | Account, role, market, territory | Confirm account fit and ownership |
| 3. Declared needs | Goal, challenge, current process | Lead with relevant context |
| 4. Fit and readiness | Score, segment, urgency, intent | Prioritize effort |
| 5. Next action | Book, route, nurture, self-serve | Avoid ambiguous handoff |
| 6. Follow-up state | Enrollment, activity, owner, status | Coordinate the next touch |
Use a readiness gate
Create a minimum gate for sales routing. A record might require verified identity, fit above a defined threshold, one declared problem, an urgency signal, and a specific next action. Records below the gate can enter nurture without being discarded.
- Define what must be known before sales owns the lead.
- Make negative qualification explicit.
- Keep unknown different from no.
- Attach the scoring reason to the score.
- Measure acceptance and progression by record completeness.