wORKSHEET ONE Building Your Model, Part I When it comes down to it, building a customized scoring and grading model is all about asking the right questions. Use the questions below to guide your conversation with your sales team and ensure you’re collaborating effectively to establish a lead qualification system that you’ll both agree upon. Who are you selling to? SMBs, enterprise, Healthcare, etc. Do these companies need to be a certain size or in a certain location? Who within a company is qualified to buy your product? Director, CeO, CTO, etc. What actions on your website indicate an interest in your product? 16 / Pardot