Agree on what qualified means
Write down the characteristics of a useful inquiry. Consider service need, location, timing, and fit. Keep the definition practical enough for your team to apply consistently.
Track a few meaningful stages
Use a manageable set of stages such as new inquiry, contacted, qualified, appointment, and won. Record why an opportunity did not move forward when you can. Those reasons can point toward changes in targeting, messaging, or follow-up.
Review patterns together
Bring marketing and the team handling inquiries into the same review. Look for repeated questions, service mismatches, and missed handoffs. Treat a small sample as a signal to investigate rather than a final verdict.
Turn the review into an action
Choose one change and assign an owner. Update the campaign, page, or workflow, then revisit the relevant outcome. The value of reporting is the decision it helps you make.