Free template

Qualified meeting definition

A qualified meeting is one where an agreed buyer role from a net-new company, booked by the agency’s outreach, confirmed a relevant need and actually attended. This template turns that into a clause you can paste into any lead generation contract, including ours.

Use it before you sign with any agency that charges per meeting, or to check the definition you already signed.

How to use it

  1. Fill in the bracketed fields with your own buyer roles, lookback period and dispute window.
  2. Attach your exclusion list (current clients, open deals, companies you don’t want contacted) as a schedule.
  3. Send it to the agency before signing. If they won’t agree to a written definition, treat their meeting numbers as marketing.

Get it by email

I’ll send you the Qualified meeting definition as plain text, ready to paste and edit, plus links to the other free templates.

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The template

Contract clause
Qualified Meeting. A meeting counts as a Qualified Meeting only if all of the following are true:

1. Buyer role. The attendee holds one of these roles: [CISO, CIO, IT Director, Head of Infrastructure, or for companies under 100 staff the CFO or Managing Director].
2. Net-new company. The company is not a current client of [Client], was not a client in the last [24] months, is not in an open deal with [Client], and is not on the exclusion list in Schedule A.
3. Sourced by the campaign. The meeting was booked as a direct result of [Agency]'s outreach, not from an inbound enquiry, referral or event contact.
4. Confirmed need. Before booking, the prospect confirmed in writing or on a recorded call an interest in [managed detection and response / the services listed in Schedule B].
5. Attended. The attendee joined the meeting. No-shows and cancellations do not count until the meeting is rescheduled and held.

One Qualified Meeting counts per company. Meetings must be booked by the last campaign day and held within [30] days of booking.

Disputes. [Client] may object to a meeting within [5] business days of it being held, stating which condition was not met. Without an objection in that window, the meeting counts.

Why it’s written this way

  • Every condition is testable. Each line can be checked with a yes or no after the meeting. "Decision-maker" and "sales-ready" can’t, which is why they cause arguments.
  • Attended, not booked. A calendar invite costs the agency nothing. Paying only for meetings that happen puts the no-show risk on the side that controls it.
  • The dispute window protects both sides. You get a fair chance to reject a bad meeting. The agency gets certainty that a meeting nobody objected to is settled.

More free templates are on the templates page.

Questions about this template.

What is a qualified meeting in B2B lead generation?

A meeting with someone in an agreed buyer role, at a company that isn’t already yours, that came from the campaign, where the prospect confirmed a relevant need before booking and then turned up. Anything looser is a definition the agency can meet without helping you.

Should a no-show count as a qualified meeting?

No. Count it once the meeting is rescheduled and held. Otherwise you pay for a calendar entry, not a conversation.

How long should the dispute window be?

Three to five business days after the meeting is enough to judge it while it’s fresh. Longer windows tend to turn into renegotiations.

Turn this into pipeline.

Reading about demand doesn’t book meetings. A 30-minute call gets you an honest read on whether 10 qualified meetings is realistic in your market, and a written scope if it is.

Book a no-pressure call

Short of 10 qualified meetings in the 60-day campaign? You get your money back. You only pay for meetings that happen, and you decide what counts.