How the definition of a 'qualified opportunity' drifts over time
Research into why even a well-documented opportunity definition tends to erode without active maintenance.
Even organizations that have explicitly documented a shared definition of a qualified opportunity tend to see it drift over subsequent quarters, as individual sales reps and marketing campaigns quietly apply their own interpretation under time pressure.
The organizations that maintain definitional consistency longest tend to have a recurring review cadence — revisiting the definition against actual usage every quarter, rather than documenting it once and assuming it holds indefinitely.
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