Field Notes

Here’s a quiet reason most funnels underperform:

Companies don’t lose leads because they lack demand.

They lose leads because they lack routing rules.

A lead comes in… and then:

• someone replies when they remember

• someone “means to” follow up

• someone tags it inconsistently

• someone books time with the wrong people

• someone assumes marketing will nurture it

That is not a system.
That’s hope with a CRM.

The real issue: temperature is undefined

Most teams can’t agree on:

• what “qualified” means

• what “warm” means

• what deserves a call vs nurture

• when something becomes sales’ responsibility

So follow-up becomes emotional:

• “This feels promising.”

• “This feels like a waste.”

• “Let’s wait.”

Predictable growth requires predictable classification.

The model we install: Cold → Warm → Hot

This is not theory. It’s an operating rule set.

Cold leads

Definition: low intent / unclear need / no timeline / no buying signal yet
System action: nurture, not calls

Cold leads don’t need pressure.
They need education + clarification.

What cold gets:

• “what this is”

• “who it’s for”

• “what outcomes look like”

• soft prompts to self-qualify

Cold rule:
Never send cold leads to a calendar. You’ll burn sales and train your team to hate marketing.

Warm leads

Definition: fit + interest, but not urgent / not committed / needs proof
System action: conversion sequence + light human touch

Warm leads need:

• objections handled

• proof provided

• next steps framed

• consistency without desperation

Warm gets:

• a structured follow-up sequence

• a clear “next action” prompt

• optional human check-in at the right time

Warm rule:
Warm leads should not be “followed up whenever.” They require a pre-defined cadence.

Hot leads

Definition: clear intent + timeline + readiness (or a direct request)
System action: immediate response + booking path

Hot leads are where speed matters.

Hot gets:

• instant confirmation

• fast response standards

• booking access (or checkout access)

• escalation logic if unanswered

Hot rule:
Hot leads require a time standard. If you treat hot like warm, you convert like cold.

What “routing” actually means (practically)

Routing isn’t just tagging.

Routing is:

• where the lead goes

• what they receive

• who owns the next step

• what happens if nobody responds

• what triggers escalation

• what stops the sequence

A real system answers:
“If X happens, then Y occurs automatically.”

A real-world pattern we see constantly

A team believes they have “lead gen” because enquiries come in.

But:

• 40% go unanswered long enough to cool

• the rest get inconsistent replies

• the calendar fills with low-fit calls

• good-fit leads get buried in noise

Fixing this doesn’t require a new tool.

It requires:

• definitions

• routing

• sequences

• governance

The minimum viable routing system (what most businesses should start with)

If you want a simple version:

1. Three entry questions on every form (or in the first message):

• What are you trying to achieve?

• What’s your timeline?

• What have you tried already?

2. One classification rule:

• timeline + clarity + fit determines temperature

3. Three paths:

• cold nurture

• warm conversion

• hot booking / checkout

4. One operating discipline:

• weekly review of drop-offs and conversions by temperature

This alone stops more revenue leakage than most “marketing optimisations.”

Closing note

Cold/warm/hot isn’t a marketing gimmick.

It’s a governance model for attention.

If your team is busy and still leaking leads, start by fixing classification—then automation becomes simple.