Emilio Garcia maps prospects on fit and intent to sort leads into four quadrants: high fit and high intent are qualified; high fit but low intent need nurturing; high intent but low fit are poor matches; low on both aren't worth pursuing. Outbound and inbound sourcing surface different quadrants, so qualification questions must confirm both intent and fit before moving forward.
And so in that matrix, you have people that obviously falls in any of the 4 possible combinations. Ideally, you have someone that is the right fit and has intent, and those are the ones that typically you will call qualified leads. You will have people that have intent, they want help, they want it now, but you won't or can't help. So you have great intent, you don't have great fit. Obviously you have people that are the great, you know, the right fit is the type of company that you want to work with, but for some reason they don't want to take action today. And finally, the combination that nobody wants, right? Not the great fit, not intent. You don't even care about them. You don't know them. So our go-to-market motions where we do outreach or where we wait for someone to come in will be strong in one of those two facets, right? So typically people that come to you will have great intent, but you will have to determine if they're a great fit for the organization. And then therefore you have to qualify them. You have to ask them questions, learn more about their business, to really understand if that intent is real. One, first thing. And second, if, if they have intent, if they're the right fit for you.
