Agree what makes a demo commercially relevant
Submitting a form, attending a meeting and becoming an accepted opportunity are separate stages. A request can be genuine without fitting the product or current sales scope. Define the stage the report counts, who makes the decision and how rejected, duplicate or incomplete requests remain visible.
Illustrative SaaS team: request D-052 confirms an operations workflow the product supports and the person’s role in evaluating it. Sales accepts the request for a demo under the team’s written criteria. Request D-053 asks for an unrelated service and remains recorded as out of scope. Counting both forms as qualified opportunities would hide the difference the qualification step was meant to capture.
Separate completed forms from accepted sales opportunities
Qualification is an operating definition, not a guarantee of revenue. A lead score or a completed required field is evidence used by a process, not proof that the buyer will purchase. Criteria should also avoid unnecessary personal data and unsupported assumptions about a prospect.
Next, agree the minimum criteria with the sales owner and test them against a small set of recent requests. Record the decision, reason and stage separately from the original submission so marketing reports can be reconciled.
Website field guide · Trace a demo request from landing page to qualified opportunity · Lead attribution
Reference: Salesforce Help: assessing a lead’s fit; Salesforce: sales-qualified leads. Checked November 4, 2026.