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Sales & Revenue

Lead Qualification & ICP Fit Survey

Qualify inbound interest without a discovery call: problem urgency, budget authority, timeline, and current stack — plus an AI follow-up that captures the story behind the checkbox answers, so sales opens the first call already knowing the pain.

Sample questions

A preview of what’s in the template. Every question is editable before you launch.

11 questions · ~6 min
Q01
Message

A few quick questions so the right person can help you fast — and so your first call skips the twenty questions and goes straight to your situation. Under 7 minutes.

Q02
Contact formRequired

First, the basics:

Q03
DropdownRequired

How many people work at your company?

  • Just me
  • 2–10
  • 11–50
  • 51–200
  • 201–1,000
  • 1,000+
Q04
Multiple ChoiceRequired

What's driving your interest right now?

  • A specific project with a deadline
  • Replacing a tool that isn't working
  • Building a new capability from scratch
  • Comparing options for a future decision
  • Just exploring
Q05
Multiple ChoiceRequired

What are you using to solve this today? Select all that apply.

  • A competing product
  • Spreadsheets and manual work
  • An internal tool we built
  • An agency or consultant
  • Nothing yet
Q06
Multiple ChoiceRequired

When do you want a solution in place?

  • Within a month
  • This quarter
  • Within 6 months
  • No timeline yet
Q07
Multiple ChoiceRequired

What's your role in the decision?

  • I own the budget
  • I recommend to the budget owner
  • I'm researching for my team
  • Not sure yet
Q08
DropdownRequired

Is there budget identified for this?

  • Yes — approved
  • Yes — pending approval
  • No, but we can make the case
  • No budget
  • Too early to say
Q09
Short Text

Which other options are you evaluating, if any?

Q10
AI Interview

Capture the discovery-call story: the specific event that put this problem on their desk now, what failure with the current approach looks like concretely, how they'll judge whether a solution worked after 90 days, and who else is involved in the decision. Be efficient and respectful of time — three or four sharp follow-ups, no selling.

Q11
Message

Perfect — you're all set. The right person will reach out shortly, already briefed on your situation, so the first conversation starts where this one ended.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • An AI follow-up captures the discovery-call story — trigger, failure cost, success criteria, decision circle — before the first call happens
  • Covers budget, authority, need, and timeline without reading like an interrogation form
  • Competitor and current-stack questions map the deal landscape for the rep on day one
  • Contact details route with full context attached, so the first conversation starts where the form ended

Jotform

Lead Qualification Form Template

Comprehensive five-section form (contact, company profile & solution fit, role & purchasing readiness, current solution & competitive landscape, qualification outcome & sales assignment) with 25+ fields, conditional logic, and CRM integrations. Extremely thorough as a data-capture intake, but it is a static form with no conversational qualification or automated lead scoring/routing intelligence beyond show/hide rules.

What it does well

  • Very complete field taxonomy across contact, firmographics, budget, authority, timeline, incumbent solution, and competitor set
  • Conditional logic to show/hide fields based on prior answers
  • Dedicated outcome section capturing qualification status, next steps, and assigned rep
  • Integrates with CRM, email marketing, and automation tools

Where it falls short

  • Long static form can feel like an interrogation; no conversational, one-at-a-time adaptive flow to reduce drop-off
  • No AI follow-up that probes vague answers (e.g., asks a rep-style clarifier when 'budget: unsure' is selected)
  • No built-in lead scoring or AI qualification verdict; qualification status is manually entered
  • No attention/spam gating to filter junk inbound submissions

Typeform

Lead Qualification Form Template

BANT-oriented conversational form (problem, budget, timeline, decision-makers, company size, prior solution) with one-question-at-a-time flow, conditional routing, and 300+ CRM integrations. Feels less interrogative than a classic form, but routing is pre-authored logic and there is no generative AI probing or native scoring.

What it does well

  • BANT-framed question set (problem, budget, timeline, decision-makers) that maps cleanly to sales qualification
  • Conversational one-question-at-a-time flow that feels less like an interrogation and lifts completion
  • Smart conditional routing sends prospects down different paths by answer
  • Auto-sync to CRM with 300+ integrations and adaptable scoring criteria

Where it falls short

  • Routing is fixed logic, not AI that generates a tailored follow-up from a prospect's stated pain point
  • Scoring criteria are user-configured rules; no AI-derived qualification verdict or summary
  • No attention/quality checks to weed out low-intent or bot submissions
  • No transparent interviewer reasoning or auto lead-brief report handed to the sales rep

Frequently asked questions

What questions are in the “Lead Qualification & ICP Fit Survey” template?

The template includes 11 ready-to-use questions, starting with: “A few quick questions so the right person can help you fast — and so your first call skips the twenty questions and goes…” · “First, the basics:” · “How many people work at your company?”. The full set is previewed above, and every question is editable.

How long does this survey take to complete?

Respondents typically finish the 11 questions in about 6 minutes.

Can I customize this template?

Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.

Is this template free to use?

Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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Lead Qualification & ICP Fit Survey Template (11 Questions) | QuestionPunk