# Lead and Appointment Quality Scorecard

Use this worksheet before buying leads or booked appointments. Agree on what counts, then use the same definition when reviewing delivery. A researched contact, an interested lead, a booked appointment and a completed meeting are different outcomes.

## 1. Define the opportunity

| Decision                                                         | Your answer |
| ---------------------------------------------------------------- | ----------- |
| Service you sell                                                 |             |
| Ideal customer or household                                      |             |
| US states or Canadian provinces served                           |             |
| Person who should participate                                    |             |
| Problem or need they should acknowledge                          |             |
| Minimum project or customer fit, if applicable                   |             |
| Conditions that disqualify an opportunity                        |             |
| What you are buying: lead, qualifying call or booked appointment |             |

Keep required criteria observable. "Interested in discussing a roof replacement" can be documented. "Will definitely buy" cannot be known before a sales decision.

## 2. Review each delivered opportunity

Mark **Yes**, **No** or **Needs review** for each applicable item. Do not average away a failed required criterion. Any required item marked No needs review before you accept the opportunity.

| Check                                                       | Required? | Result | Evidence or note |
| ----------------------------------------------------------- | --------- | ------ | ---------------- |
| Fits the agreed geography                                   |           |        |                  |
| Fits the agreed customer type                               |           |        |                  |
| Has the agreed relevant need or interest                    |           |        |                  |
| Includes usable contact details                             |           |        |                  |
| Is not an excluded duplicate                                |           |        |                  |
| Relevant person has agreed to the next step                 |           |        |                  |
| Appointment time and timezone are clear, if applicable      |           |        |                  |
| Meeting link or call instructions are usable, if applicable |           |        |                  |
| Qualification notes support the agreed criteria             |           |        |                  |
| Your team can respond or attend as agreed                   |           |        |                  |

## 3. Set the review process before launch

Write down who reviews opportunities, the review window, evidence needed for a dispute and the agreed replacement conditions. Keep invalid details, poor fit, cancellations, no-shows and a valid meeting that does not close as separate categories.

Reviewer: \***\*\_\_\*\*** Review window: \***\*\_\_\*\***

Evidence required: \***\*\_\_\*\***

Replacement conditions: \***\*\_\_\*\***

Client response and attendance responsibilities: \***\*\_\_\*\***

## 4. Track the funnel without mixing stages

| Metric for one cohort                            | Count |
| ------------------------------------------------ | ----- |
| Delivered leads or booked appointments           |       |
| Accepted against the agreed criteria             |       |
| Appointments booked                              |       |
| Appointments held                                |       |
| Sales opportunities created after discussion     |       |
| Customers won                                    |       |
| Customer payments collected in the chosen period |       |

Acceptance rate = accepted opportunities ÷ reviewed opportunities.

Show rate = held appointments ÷ appointments due to occur, excluding future bookings and documented reschedules to a future date.

Close rate = customers won ÷ held sales appointments in the same tracked cohort. Allow enough time for the sales cycle before comparing cohorts.

If a denominator is zero, record "not available" rather than 0%.

## 5. Check your economics

Estimated contribution per new customer = collected customer revenue minus direct costs of serving that customer, before acquisition expense.

Allowable acquisition spend per customer = the portion of that contribution you are willing to spend to acquire the customer.

For a booked-appointment offer: planning ceiling per booking = allowable acquisition spend per customer × expected show rate × expected close rate from held appointments. Use your own observed rates where available. This is a planning estimate, not a forecast or a recommended purchase price.

Your allowable acquisition spend: \***\*\_\_\*\***

Your expected show rate: \***\*\_\_\*\*** Expected held-meeting close rate: \***\*\_\_\*\***

Your planning ceiling per booking: \***\*\_\_\*\***

## Put the scorecard to work

Bring this completed worksheet to a discussion with Vivin. We can use your customer criteria and sales process to scope leads, qualifying calls or booked appointments for your business.

**Next step: Discuss leads and appointments for your industry.**