This is part 3 of a 4-part series on PQLs: What they are, how to find them and how to build a winning Product Qualified Lead process

Part 1: PQLs (Product Qualified Leads) are hiding in your data — find them!

Part 2: Building a Product Qualified Lead process for your Simple Product

Part 3: Building a Product Qualified Lead process for your Intermediately Complex Product

Part 4: Building a Product Qualified Lead process for your Complex Product

So you’re convinced you need a PQL process. But where do you start?

To build a proper Product Qualified Lead process, you will need to:

Define the criteria that make a lead product qualified.

Set guidelines for turning these leads into paying customers.

First off, how complex is your product?

Ask yourself: how hard is it for new users to reach first value without any manual support? Your answer sets the starting point for your PQL definition. It tells you how activated an account should be before your team steps in.

If 4–7 of your last 10 signups self-served to value, you’re in the intermediately complex category. About 50% of users in this group can reach first value on their own.

Next, how big is the opportunity?

After complexity, deal size decides when your team joins the party. Group new trials into Small, Mid-Size and Large deals based on whatever criteria makes sense for your business.

Putting it together with Activation Rate

More complex products and larger deals call for earlier involvement. For intermediately complex products, trigger action based on deal size:

[Activation Rate guidelines table to be inserted]

Product Qualified Lead process for the Small Opportunity

Small opportunities need a light touch. Wait until they hit at least 75% activation before stepping in. Early interest alone isn’t enough to justify manual effort.

How to engage these Product Qualified Leads

When they reach 75% activation, offer a customer success check-in. Congratulate and encourage. Focus on support, not a sales demo.

Product Qualified Lead process for the Mid-Size Opportunity

Mid-size trials often have multiple users and decision makers. Engage when they hit 50–75% activation to help them find value together.

How to engage these Product Qualified Leads

Let a customer success rep guide these accounts first. Boost their activation level before involving sales. It’s about helping users, not pitching.

Product Qualified Lead process for the Large Opportunity

Large deals deserve room to prove themselves. Wait for 25–50% activation before jumping in. This ensures you’re chasing real interest, not a free trial from a junior user.