# Qualify a lead: is this worth a real conversation?

> A process map exported from forks.world (https://forks.world). Author: Brian. Source: https://forks.world/p/cmv0ie5w5002cjw06h8wl4kzq
> It describes who does what, in what order, and with which technology. Read the plain-language sections first; the JSON at the end is the exact, complete data.

## Summary

- 21 steps across 2 layers
- Persona: SDR, The lead, Account executive
- Technology / systems: CRM

## How to read this file

- A process is made of **layers**. The main layer is the top level; any step of kind `subprocess` opens a detail layer with its own lanes and steps.
- **Lanes** are either persona (people/roles) or technology (systems). Each step belongs to one lane; `using` lists tools a person uses for that step.
- Step kinds: `start`, `task`, `decision` (its arrows carry the answer as a label), `subprocess`, `end`.

## Qualify a lead: is this worth a real conversation?

Lanes:
- SDR: person / role (id `sdr`)
- The lead: person / role (id `lead`)
- Account executive: person / role (id `ae`)
- CRM: technology / system (id `crm`)

Steps, in the order they run:

1. **A new lead appears in the CRM** [start; SDR; id `q1`]
   - then Research the company and the person
2. **Research the company and the person** [task; SDR; id `q2`], using CRM
   - then Reach out by call, email and LinkedIn
3. **Reach out by call, email and LinkedIn** [task; SDR; id `q3`]
   - then Do they reply?
4. **Do they reply?** [decision; The lead; id `q4`]
   - if "Yes" go to Ask about budget, authority, need and timeline; if "No" go to Try a different channel, up to 6 touches in 2 weeks
5. **Ask about budget, authority, need and timeline** [subprocess; SDR; id `q5`], opens the detail layer "Budget, Authority, Need, Timeline"
   - then Qualified?
6. **Qualified?** [decision; SDR; id `q6`]
   - if "Yes" go to Convert the lead into an opportunity; if "No" go to Record why and send to nurture
7. **Convert the lead into an opportunity** [task; SDR; id `q7`], using CRM
   - then Book the discovery call and hand over the notes
8. **Book the discovery call and hand over the notes** [end; Account executive; id `q10`]
9. **Record why and send to nurture** [task; SDR; id `q8`], using CRM
   - then Parked with a reason code
10. **Parked with a reason code** [end; CRM; id `q9`]
11. **Try a different channel, up to 6 touches in 2 weeks** [task; SDR; id `q3a`]
   - then Any response after 6 touches?
12. **Any response after 6 touches?** [decision; The lead; id `q3b`]
   - if "Yes" go to Ask about budget, authority, need and timeline; if "No" go to Mark unresponsive and recycle to nurture
13. **Mark unresponsive and recycle to nurture** [end; CRM; id `q3c`]

```mermaid
flowchart LR
  subgraph l_sdr["SDR"]
    n_q1(["A new lead appears in the CRM"])
    n_q2["Research the company and the person"]
    n_q3["Reach out by call, email and LinkedIn"]
    n_q3a["Try a different channel, up to 6 touches in 2 weeks"]
    n_q5[["Ask about budget, authority, need and timeline"]]
    n_q6{"Qualified?"}
    n_q8["Record why and send to nurture"]
    n_q7["Convert the lead into an opportunity"]
  end
  subgraph l_lead["The lead"]
    n_q4{"Do they reply?"}
    n_q3b{"Any response after 6 touches?"}
  end
  subgraph l_ae["Account executive"]
    n_q10(["Book the discovery call and hand over the notes"])
  end
  subgraph l_crm["CRM"]
    n_q3c(["Mark unresponsive and recycle to nurture"])
    n_q9(["Parked with a reason code"])
  end
  n_q1 --> n_q2
  n_q2 --> n_q3
  n_q3 --> n_q4
  n_q4 -->|"Yes"| n_q5
  n_q4 -->|"No"| n_q3a
  n_q3a --> n_q3b
  n_q3b -->|"Yes"| n_q5
  n_q3b -->|"No"| n_q3c
  n_q5 --> n_q6
  n_q6 -->|"Yes"| n_q7
  n_q6 -->|"No"| n_q8
  n_q8 --> n_q9
  n_q7 --> n_q10
```

### Budget, Authority, Need, Timeline (detail of step "Ask about budget, authority, need and timeline")

Lanes:
- SDR: person / role (id `sdr`)
- The lead: person / role (id `lead`)

Steps, in the order they run:

1. **Budget: can they pay for this?** [start; SDR; id `b1`]
   - then Is money allocated?
2. **Is money allocated?** [decision; The lead; id `b2`]
   - if "Yes" go to Authority: are we talking to the decision-maker?; if "No" go to Find out who controls the budget and how it gets approved
3. **Authority: are we talking to the decision-maker?** [task; SDR; id `b3`]
   - then Are they the decider?
4. **Are they the decider?** [decision; The lead; id `b5`]
   - if "Yes" go to Need and timeline: what hurts, and by when?; if "No" go to Ask for an introduction to the real decision-maker
5. **Need and timeline: what hurts, and by when?** [task; SDR; id `b6`]
   - then Notes logged in the CRM
6. **Notes logged in the CRM** [end; SDR; id `b7`]
7. **Ask for an introduction to the real decision-maker** [task; SDR; id `b5a`]
   - then Are they the decider?
8. **Find out who controls the budget and how it gets approved** [task; SDR; id `b4`]
   - then Authority: are we talking to the decision-maker?

```mermaid
flowchart LR
  subgraph l_sdr["SDR"]
    n_b1(["Budget: can they pay for this?"])
    n_b4["Find out who controls the budget and how it gets approved"]
    n_b3["Authority: are we talking to the decision-maker?"]
    n_b5a["Ask for an introduction to the real decision-maker"]
    n_b6["Need and timeline: what hurts, and by when?"]
    n_b7(["Notes logged in the CRM"])
  end
  subgraph l_lead["The lead"]
    n_b2{"Is money allocated?"}
    n_b5{"Are they the decider?"}
  end
  n_b1 --> n_b2
  n_b2 -->|"Yes"| n_b3
  n_b2 -->|"No"| n_b4
  n_b4 --> n_b3
  n_b3 --> n_b5
  n_b5 -->|"Yes"| n_b6
  n_b5 -->|"No"| n_b5a
  n_b5a --> n_b5
  n_b6 --> n_b7
```

## Full data (JSON)

```json
{
  "title": "Qualify a lead: is this worth a real conversation?",
  "maps": {
    "m_bant": {
      "id": "m_bant",
      "lanes": [
        {
          "id": "sdr",
          "name": "SDR",
          "type": "person"
        },
        {
          "id": "lead",
          "name": "The lead",
          "type": "person"
        }
      ],
      "steps": [
        {
          "id": "b1",
          "kind": "start",
          "lane": "sdr",
          "next": [
            {
              "to": "b2"
            }
          ],
          "uses": [],
          "label": "Budget: can they pay for this?"
        },
        {
          "id": "b2",
          "kind": "decision",
          "lane": "lead",
          "next": [
            {
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              "label": "Yes"
            },
            {
              "to": "b4",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Is money allocated?"
        },
        {
          "id": "b4",
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          "lane": "sdr",
          "next": [
            {
              "to": "b3"
            }
          ],
          "uses": [],
          "label": "Find out who controls the budget and how it gets approved"
        },
        {
          "id": "b3",
          "kind": "task",
          "lane": "sdr",
          "next": [
            {
              "to": "b5"
            }
          ],
          "uses": [],
          "label": "Authority: are we talking to the decision-maker?"
        },
        {
          "id": "b5",
          "kind": "decision",
          "lane": "lead",
          "next": [
            {
              "to": "b6",
              "label": "Yes"
            },
            {
              "to": "b5a",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Are they the decider?"
        },
        {
          "id": "b5a",
          "kind": "task",
          "lane": "sdr",
          "next": [
            {
              "to": "b5"
            }
          ],
          "uses": [],
          "label": "Ask for an introduction to the real decision-maker"
        },
        {
          "id": "b6",
          "kind": "task",
          "lane": "sdr",
          "next": [
            {
              "to": "b7"
            }
          ],
          "uses": [],
          "label": "Need and timeline: what hurts, and by when?"
        },
        {
          "id": "b7",
          "kind": "end",
          "lane": "sdr",
          "next": [],
          "uses": [],
          "label": "Notes logged in the CRM"
        }
      ],
      "title": "Budget, Authority, Need, Timeline",
      "parent": {
        "map": "m_root",
        "step": "q5"
      }
    },
    "m_root": {
      "id": "m_root",
      "lanes": [
        {
          "id": "sdr",
          "name": "SDR",
          "type": "person"
        },
        {
          "id": "lead",
          "name": "The lead",
          "type": "person"
        },
        {
          "id": "ae",
          "name": "Account executive",
          "type": "person"
        },
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          "type": "system"
        }
      ],
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        },
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              "to": "q3"
            }
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            }
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          "uses": [],
          "label": "Reach out by call, email and LinkedIn"
        },
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              "label": "Yes"
            },
            {
              "to": "q3a",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Do they reply?"
        },
        {
          "id": "q3a",
          "kind": "task",
          "lane": "sdr",
          "next": [
            {
              "to": "q3b"
            }
          ],
          "uses": [],
          "label": "Try a different channel, up to 6 touches in 2 weeks"
        },
        {
          "id": "q3b",
          "kind": "decision",
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          "next": [
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              "label": "Yes"
            },
            {
              "to": "q3c",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Any response after 6 touches?"
        },
        {
          "id": "q3c",
          "kind": "end",
          "lane": "crm",
          "next": [],
          "uses": [],
          "label": "Mark unresponsive and recycle to nurture"
        },
        {
          "id": "q5",
          "kind": "subprocess",
          "lane": "sdr",
          "next": [
            {
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            }
          ],
          "uses": [],
          "child": "m_bant",
          "label": "Ask about budget, authority, need and timeline"
        },
        {
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          "lane": "sdr",
          "next": [
            {
              "to": "q7",
              "label": "Yes"
            },
            {
              "to": "q8",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Qualified?"
        },
        {
          "id": "q8",
          "kind": "task",
          "lane": "sdr",
          "next": [
            {
              "to": "q9"
            }
          ],
          "uses": [
            "crm"
          ],
          "label": "Record why and send to nurture"
        },
        {
          "id": "q9",
          "kind": "end",
          "lane": "crm",
          "next": [],
          "uses": [],
          "label": "Parked with a reason code"
        },
        {
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          "lane": "sdr",
          "next": [
            {
              "to": "q10"
            }
          ],
          "uses": [
            "crm"
          ],
          "label": "Convert the lead into an opportunity"
        },
        {
          "id": "q10",
          "kind": "end",
          "lane": "ae",
          "next": [],
          "uses": [],
          "label": "Book the discovery call and hand over the notes"
        }
      ],
      "title": "Qualify a lead: is this worth a real conversation?",
      "parent": null
    }
  }
}
```