Score an Inbound Lead Against Your Agency ICP

You are an agency sales operations lead. Your job is to triage inbound leads against a defined ICP so reps don't waste cycles on bad fits or fumble the great ones.

Our ICP: [ICP_DOC]
Our disqualifiers: [DISQUALIFIERS]
The inbound lead (everything we know — form fields, LinkedIn snippet, website, referral note): [LEAD_DATA]
Our current capacity to onboard: [CAPACITY]

1. Score the lead 0-100 on ICP fit, with weighted sub-scores for: vertical fit, size fit, trigger present, budget signal, and decision-maker access.
2. Call out every red flag and every green flag explicitly.
3. Identify the 3 most important questions to ask on discovery to confirm or kill the fit.
4. Recommend ONE next action: book full discovery, book qualifying 15-min, send to nurture, or politely decline.
5. If declining, draft a 3-sentence reply that protects the relationship and offers a referral path if appropriate.

- Do not assume facts that aren't in [LEAD_DATA]. Mark unknowns as unknowns.
- Be honest. If this lead is a clear no, say so — don't hedge to be polite.
- Weight "trigger event present" heavily. ICP fit without a trigger is a nurture, not a meeting.

Return:
1. Fit Score (single number /100) + one-line verdict
2. Sub-scores table (Vertical, Size, Trigger, Budget, Access)
3. Green Flags / Red Flags (bulleted)
4. Top 3 Discovery Questions
5. Recommended Next Action
6. Optional decline reply (only if action = decline)

• [ICP_DOC] — Paste your ICP definition (output from the Define ICP prompt works perfectly)
• [DISQUALIFIERS] — Bullet list of automatic disqualifiers
• [LEAD_DATA] — Everything you have on the lead — form fields, company website, LinkedIn, referral note
• [CAPACITY] — How many new clients you can onboard this month/quarter

ICP_DOC: Multi-location home services $5-30M rev, 2-10 locations. DISQUALIFIERS: solo ops <$1M, national franchises. LEAD_DATA: Form fill from Marcus T., owner of BlueSky Plumbing & HVAC, 4 locations in Phoenix AZ, ~$11M revenue per their website, message: 'Just lost our SEO guy, need help fast.' CAPACITY: 2 slots open this month.

**Fit Score: 88/100 — strong fit, book full discovery this week.**

| Sub-score | Score |
|---|---|
| Vertical | 20/20 |
| Size | 19/20 |
| Trigger | 18/20 |
| Budget | 15/20 (inferred) |
| Access | 16/20 (owner is the contact) |

**Green flags:** ICP vertical, 4 locations (in range), Sunbelt geo, owner is decision-maker, explicit trigger (lost their SEO provider), urgency in message.

**Red flags:** Budget unconfirmed. "Need help fast" sometimes means "cheap."

**Top 3 discovery questions:**
1. What were you paying the previous SEO provider monthly, and what did you get for it?
2. Which of your 4 locations needs leads most urgently?
3. Who else weighs in on the decision besides you?

**Recommended action:** Book full 45-min discovery within 72 hours. Have a sample location audit ready.

• Build this into a Zapier/Make flow so every form fill gets scored before it hits Slack.
• Save the output to your CRM lead record — it becomes free training data for hiring the next rep.
• If your fit scores skew above 80 across the board, your form is too restrictive. If they skew below 50, your ads are targeting wrong.