When this scope is useful
The business can describe target accounts or customers and has a process for accepting and responding to leads.
If the offer is not understood by the intended audience, first test the message and sales conversation.
Questions that distinguish the team
- What makes a lead acceptable?
- Which markets and languages have a relevant delivery example?
- How are rejected leads classified and fed back?
Inputs before work starts
Customer profile, market, offer, exclusions, sales capacity and examples of qualified demand.
Three ways to scope the work
These are buyer-side scope models, not an agency price list. Use the inputs, client responsibilities and exclusions below for each model.
01 / Diagnose
- Work
- Audit the lead definition and existing handoff.
- Handover
- Qualification and rejection definitions.
02 / Deliver a defined project
- Work
- Launch a bounded channel mix and qualification workflow.
- Handover
- Channel plan, routing rules and first test journey.
03 / Manage and improve
- Work
- Review accepted leads, meetings and sales outcomes as separate stages.
- Handover
- Cohort-based handoff and outcome report.
Acceptance and shared responsibility
Each lead has a recorded source, status and owner; rejection reasons are usable for learning; sales remain distinguishable from meetings.
Client responsibilities
Provide product expertise and actual sales feedback, and respond within the agreed operating window.
What needs separate agreement
Sales closing, country office presence and guaranteed revenue are not inferred from a lead-generation offer.
Ask for a cost estimate based on the actual access, production volume, integrations and review cadence. A comparable price requires the same scope.
Take this into the brief
Service: International lead generation Inputs: Customer profile, market, offer, exclusions, sales capacity and examples of qualified demand. Acceptance: Each lead has a recorded source, status and owner; rejection reasons are usable for learning; sales remain distinguishable from meetings. Questions: What makes a lead acceptable? Which markets and languages have a relevant delivery example? How are rejected leads classified and fed back?
Common buying questions
Is a booked meeting a sale?
No. Track attendance, qualification and commercial outcome separately.
Can a country be treated as one audience?
No. Define the relevant segment, language and buying conditions.
Evidence to examine
Evidence review
Omnicharge: meetings and deals use different time windows
Do not divide the deal headline by the annual appointment count: the time windows differ. A conversion rate needs the same cohort followed through its sales cycle.
Sources and review date
Sources read on: 2026-09-11. A source review is not an audit of the agency’s systems.