This is part 2 of a 4-part series on PQLs: What they are, how to find them, and how to build a winning Product Qualified Lead process

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

Building a Product Qualified Lead process for your simple product

Building a Product Qualified Lead process for your intermediately complex product

Building a Product Qualified Lead process for your complex product

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In case you haven’t heard, PQLs are leads that are more likely to convert because they’ve found value in your product. If you run a B2B SaaS business, you want to find these leads. So how do you do it? You need a Product Qualified Lead process.

So you’re convinced: you want to find PQLs and build a Product Qualified Lead process for your business. 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 (also known as an activation checklist).

Set guidelines for turning these leads into paying customers.

Let’s get started!

First off, how complex is your product?

The first question is: how hard is it for a new user (or small group) to self-serve to first value? Self-serve means no manual support or intervention from your team.

Your answer tells you how activated a new account should be before your team steps in.

This post covers a Product Qualified Lead process for simple products. Not sure if that’s you? Ask yourself: how many of your last 10 sign-ups self-served to first value? If the answer is more than 7, read on.

Slack and Dropbox are great examples of simple products. A single user (or a small team) can easily self-serve to initial value without outside help.

Next, how big is the opportunity?

Even with a simple product, the size of the deal matters. If a trial could bring in more revenue, involve Sales earlier.

At minimum, categorise new trials into Small, Mid-Size and Large opportunities. You can use company size as a proxy or any criteria that fits your business.

Putting it together with Activation Rate

The more complex your product, the earlier Sales should jump in. Likewise, the bigger the opportunity, the sooner you want them on it.

For a simple product:

Small deals can wait until about 75% Activation.

Mid-Size deals can involve manual touches at 60–80% Activation.

Large deals should get eyes at 25–50% Activation.

Keep your goal clear: drive as many paid conversions as possible with minimal manual work.

Product Qualified Lead process for the Small Opportunity

Simple products often attract small accounts that can self-serve to value and conversion. You don’t need heavy manual support here.

Still, treat accounts that hit 75% Activation as product qualified. Your Sales and CS teams should monitor them and step in with a light nudge.

How to engage these Product Qualified Leads

They know the value. A simple reminder or quick check-in can push them over the line.

Product Qualified Lead process for the Mid-Size Opportunity

Mid-Size accounts usually have more users and decision makers, which adds complexity. Aim to let them self-serve as much as possible.

Consider them product qualified at 60–80% Activation. Then get someone from Sales or CS involved to guide them through any blockers.

Product Qualified Lead process for the Large Opportunity

Big deals can be tempting to chase at first sight. But the initial sign-up is often a junior user doing research (a “heartbreaker”). Let them self-serve enough to show real interest.

Trigger manual outreach at 25–50% Activation. This balance keeps you engaged without chasing false signals.