Template P7 · Paid & Lead Generation
Lead Quality Protection Sheet.
Whether cheap leads are quietly destroying the sales team's trust in marketing. In an era of automated buying, lead quality is an architecture problem rather than a filtering one.
The decision this template protects
What signal we are feeding the system, and what it is therefore going to bring us more of.
Paid & Lead Generation
Main Course Module 2 and 4 · Lead quality thinking
Version 1.0 · 19 August 2026
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Before you start, you need
What has to be true first.
- Sales feedback on recent leads, ideally with reasons.
- Your current conversion event configuration.
- The Client Knowledge Asset, particularly loss reasons.
What this template will not do for you
Its stated limits.
- It will not fix a sales process that is failing for its own reasons. Diagnose whose problem it is before acting.
- Feeding deeper signals back requires volume and time. In small accounts it may not be viable, and the honest answer is to say so.
- It cannot make a weak offer produce qualified interest.
What is in it
5 sections, and what each one makes you write down.
01
What signal are we actually sending
- Question
- Current answer
- Consequence
02
Lead quality audit
- Period
- Leads
- Contactable
- Qualified
- Became opportunities
- Closed
- What do the disqualified leads have in common
03
Friction as a quality filter
- Friction option
- What it filters out
- Cost in volume
- Use it?
04
Early warning signals
- Signal
- Threshold
- Checked by
- How often
05
The sales feedback loop
- Element
- In place?
- Owner
- Cadence
Judgment prompts
Questions the template makes you answer.
- If cost per lead halved next month, would you celebrate or investigate?
- Does the sales team believe your leads are good? Have you asked them directly and recently?
- What friction did you remove to hit a volume target, and what did it cost downstream?
- Are you optimising toward the thing you can measure or the thing that matters?
The defensible output
What you are left holding.
A documented signal architecture, a lead quality audit with sales input, and a named feedback loop with a cadence.
Published open. Copy it, adapt it, use it on client work. If you pass it on, keep the attribution line on it.
More from the library
Sixty-five instruments, eighteen published open.
Each one names the decision it protects, states what it will not do, and ends in something you could defend six months later.