Start with the outcome
A clear brief explains what the conversation should achieve. Is the goal to answer an enquiry, arrange an appointment, qualify interest, or hand over to a specialist? One defined outcome makes training and review more useful.
Define the audience and permissions
Document who the campaign is for, who should be excluded, and which contact permissions and calling rules apply. Agree how consent or source information will be recorded and checked.
Make qualification practical
Use questions that establish the facts your next team needs. Keep the criteria specific enough for consistent decisions and short enough for a natural conversation.
Plan the handover
Agree required notes, ownership, escalation contacts, and the format of the handover. A qualified opportunity is more useful when the next person understands the context.
Give quality a shared definition
Build a review checklist around the approved script, mandatory disclosures, accurate records, and respectful customer treatment. Calibrate decisions with the campaign owner.
Review and adjust
Choose a reporting rhythm and a route for feedback. Small changes to a question, a knowledge-base entry, or a handover step can improve the experience for everyone involved.
An original MAK guide. General process information; specific campaign requirements are agreed separately.