New Business Fit Scorecard
A scorecard that grades an incoming lead against the clients your agency does its best work for. It weighs budget, scope and how they like to work, then gives your new-business team a fast, consistent way to decide what to pursue.
What the questions look like
Real questions from the template, shown in full. You can edit every one of them.
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What monthly budget do you have in mind for this?Comfortably in our rangeAt the lower endBelow our minimumNot sure yet
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How well defined is the work?A clear briefA rough directionJust a problem to solveStill forming
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How do you prefer to work with a partner?Trust the expertsClose collaborationTight control and sign-offNot sure
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How soon do you want to start?NowNext quarterLater this yearExploring
An example result
Answers weight across Budget fit, Scope clarity and Working style. The headline score sorts leads against your ideal client, and the category scores show whether a lead is worth nurturing or politely declining.
Budget and scope fit well, and the timing is near. Prioritise this lead, assign your strongest lead contact, and book the discovery call this week.
| Chase hard (80-100) | Ideal client, ready to go. Prioritise. |
| Pursue (60-79) | Good fit with a soft spot. Worth the effort. |
| Qualify further (35-59) | Unclear fit. Dig before committing time. |
| Politely decline (0-34) | Outside your sweet spot. Refer on and move on. |
Who it is for
For agencies drowning in mismatched enquiries. Put it on your contact page so leads arrive pre-scored, and your new-business team spends its energy where it pays off.
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Questions about this template
Can I set our ideal client profile?
Yes. Adjust the weighting and thresholds so the score reflects the clients your agency wins and keeps.
Will it lose us good leads?
No. Strong leads see an encouraging path forward. It just filters out the time-wasters faster.
Where do scored leads go?
Each is captured with its fit score, ready to push into your CRM through webhooks or Zapier.