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The FIT, INTENT, PAIN, ACCESS framework

Prospecting 11 min
Business problem

Two leads in the same company can have completely different value: one is a decision maker with a trigger, the other is a user without budget. Without a qualification framework you assess leads intuitively — and intuition favors good-looking emails, not real potential.

Proven method

Qualification = 4 dimensions, each with a weight:

  1. FIT (30 pts) — ICP fit (
  2. , company fit (
  3. , role fit (
  4. ,
  5. INTENT (25 pts) — buying signals (
  6. , timing (
  7. ,
  8. PAIN (25 pts) — problem strength (the more concretely described, the more points),
  9. ACCESS (20 pts) — whether you have a path to the decision maker (verified email, LinkedIn, a warm referral). AI workflow: for each lead AI scores the 4 dimensions from research and returns: 'FIT 28/30, INTENT 15/25, PAIN 20/25, ACCESS 15/20 → total 78/100 → WARM'. You verify only the leads above the threshold. The rule: qualification must be THRESHOLD-based — you don't sort 100 leads by hand, you set a bar (e.g. 70+) and work with what clears it.
Market example
BAD
Unstructured prospecting without ICP filters and generic outreach to random accounts.
GOOD
Lead A: performance agency, 18 people (fit 28/30), hiring salespeople + a new website (intent 20/25), loses leads between phone and Excel (pain 22/25), verified email + Head of Sales on LinkedIn (access 18/20) → 88/100 HOT. Lead B: same industry, but 4 people, no signals, unclear pain, unverified email → 45/100 BAD. You write only to A.
Ready-to-use prompt 
You are a lead qualification judge.

Context: I sell [PRODUCT]. ICP: [CARD SUMMARY].

Task: Qualify the lead:
Company: [NAME], size: [X], industry: [X]
Person: [ROLE]
Research: [RESEARCH SUMMARY — FACTS]
Signals: [LIST OF SIGNALS]
Access: [EMAIL VERIFIED? LINKEDIN?]

Score:
1. FIT (0-30): ICP fit / company fit / role fit
2. INTENT (0-25): signals / timing
3. PAIN (0-25): problem strength
4. ACCESS (0-20): path to the decision maker
5. TOTAL (0-100) + category HOT/WARM/COLD/BAD + 2 justification sentences

Format: sections + total.
Model rekomendowany: Claude 3.5 Sonnet / GPT-4o Copy and paste into ChatGPT, Claude or Perplexity
ALTERNATYWNE SCENARIUSZE

Variations & alternative scenarios

'Maybe' leads version: AI lists what's missing to raise the score by 15 points.

Team version: AI splits leads into A/B/C by score, with owners assigned.

Practical exercise

Take 5 leads from your list. Score the 4 dimensions by the framework for each (you can use AI). Write down the score and category. Check whether your intuition matches the score — where do you differ?

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Steps to take

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