Overview
LeadExec allows organizations to evaluate lead quality as part of the lead distribution process, helping determine whether a lead should be delivered, rejected, or sent to Quality Control before reaching a buyer.
Lead quality can be evaluated using information such as phone number, email address, physical address, IP address, lead data, validation results, and configured grading criteria.
The resulting quality information can then influence the lead workflow.
For example:
Lead Received → Validate Lead Data → Evaluate Quality → Assign Grade → Apply Quality Rules → Route, Hold, or Reject Lead
This allows lead generation companies and lead sellers to incorporate lead validation and quality scoring directly into lead distribution, rather than using quality data only for post-delivery reporting.
For an overview of LeadExec and its broader routing capabilities, see LeadExec Lead Distribution Software Platform Overview.
Lead Grading in LeadExec
LeadExec's Lead Grading functionality can evaluate multiple characteristics of an incoming lead and assign a quality grade.
Lead grading can incorporate information associated with:
Address • Phone • Email • IP Address • Comments
These signals can be evaluated according to configured grading rules to produce a lead grade.
The grade can then be used to determine what happens to the lead.
For example:
A or B Grade → Deliver Lead
C or D Grade → Send to Quality Control
F Grade → Reject Lead
This allows organizations to establish different workflows based on lead quality.
For configuration details, see Lead Source Settings – Lead Grading.
Lead Validation Before Distribution
Lead validation helps determine whether the information submitted with a lead meets the organization's requirements.
Rather than automatically sending every incoming lead to a buyer, LeadExec can apply validation and qualification rules before distribution.
Depending on the configuration and connected validation services, this can include evaluating information such as:
Phone Number • Email Address • Physical Address • IP Address • Required Lead Fields • Duplicate Lead Criteria
Validation results can then inform the decision about whether the lead should continue through distribution.
A simplified workflow may look like:
Lead Submitted → Validate Data → Apply Qualification Rules → Evaluate Quality → Continue Distribution
This helps prevent leads that fail configured requirements from automatically entering buyer distribution.
For information about advanced campaign validation and qualification settings, see Web Lead Campaigns – Advanced Settings.
Phone Validation & Quality Signals
Phone information can be particularly important when evaluating lead quality.
LeadExec can integrate with third-party validation services to evaluate phone-related information before the lead is distributed.
Depending on the validation provider and configuration, signals can include information such as:
Phone Validity • Line Type • VoIP Status • Fraud Risk • Other Phone Intelligence
These results can be incorporated into lead qualification and Quality Control workflows.
For example:
Valid Phone → Continue Distribution
High-Risk Phone → Send to Quality Control
Failed Validation → Reject Lead
LeadExec's IPQS integration can use phone and fraud-related intelligence as part of these workflows.
Quality Control
Not every questionable lead needs to be immediately rejected.
LeadExec supports Quality Control workflows that allow leads requiring additional review to be separated from normal distribution.
This creates a middle path between:
Automatically Delivering the Lead
and
Automatically Rejecting the Lead
For example:
High Quality → Distribute
Questionable Quality → Quality Control
Unacceptable Quality → Reject
This can be useful when a lead contains potentially valuable consumer information but fails or falls near a configured quality threshold.
Instead of automatically losing the lead or sending questionable data to a buyer, the organization can route the lead into a Quality Control workflow.
Quality-Based Lead Routing
The key difference between lead validation and quality-based routing is what LeadExec does with the result.
Validation answers questions such as:
Is this phone number valid?
Does this email meet the configured requirements?
Does this lead contain the required information?
Does the lead pass the configured quality criteria?
Quality-based routing then determines:
What should happen to this lead based on those results?
For example:
Validated + High Grade → Normal Distribution
Validated + Moderate Grade → Quality Control
Failed Required Validation → Reject
This allows quality information to become an active component of lead distribution.
Combining Quality with Buyer Qualification
Lead quality can also work alongside buyer qualification.
A lead may first need to satisfy quality requirements before LeadExec determines which buyers are eligible to receive it.
A workflow could include:
Lead Received → Validate → Grade Lead → Apply Quality Rules → Identify Eligible Buyers → Apply Buyer Qualification → Distribute
Buyer qualification can then consider additional factors such as:
Geography • Coverage • Pricing • Schedule • Capacity • Lead Type • Campaign Rules • Delivery Requirements
This creates two distinct qualification stages:
Is this a lead we want to distribute?
and then:
Which buyers are eligible to receive it?
That distinction is particularly important in complex lead-selling environments.
Quality-Based Routing with Geographic Rules
Quality rules can also work alongside geographic lead routing.
For example, a home-services lead may need to:
Pass Validation → Meet Quality Requirements → Match Service Territory → Qualify for Buyer → Enter Distribution
A lead with the correct geography but unacceptable quality can be held or rejected before buyer distribution.
Likewise, a high-quality lead that does not match a buyer's geographic coverage would not qualify for that buyer.
This allows lead quality and buyer eligibility to work together within the routing process.
For information on geographic distribution using Delivery Groups, see "How to Create Delivery Groups."
For large ZIP, postal code, and other routing lists, see Client Settings – Distribution Lists.
Quality-Based Routing with Ping/Post
Lead validation and quality rules can also be applied before a lead enters a Ping/Post distribution workflow.
For example:
Lead Received → Validate → Evaluate Quality → Identify Eligible Buyers → Ping Buyers → Evaluate Responses → Post Full Lead
This helps ensure that leads entering a buyer-bidding or marketplace workflow have already passed the applicable quality requirements.
Lead quality can therefore become part of a larger distribution process involving validation, buyer qualification, pricing, geography, real-time bidding, and final lead delivery.
For a detailed explanation of Ping/Post lead distribution, see Ping Post Lead Distribution Explained.
For technical Ping/Post setup, see Setting Up a Ping Post Lead Delivery in LeadExec.
Duplicate Lead Validation
Lead quality can also involve determining whether an incoming lead is a duplicate.
Duplicate criteria can be important for lead sellers because a technically valid consumer record may still fail to meet a campaign's business requirements if the same consumer has already been submitted within a defined period or workflow.
LeadExec campaign settings can include duplicate-checking requirements as part of the lead qualification process.
This allows duplicate detection to occur before inappropriate or duplicate leads are distributed to buyers.
For campaign validation options, see Web Lead Campaigns – Advanced Settings.
Example: Quality-Based Lead Distribution
Consider an insurance lead submitted through an online lead form.
1. Lead Received
LeadExec receives the consumer's contact and lead information.
2. Validate Lead Data
Configured validation processes evaluate information such as the consumer's phone number, email, address, IP information, and required lead fields.
3. Grade the Lead
LeadExec applies the configured lead-grading criteria.
The lead receives a B grade.
4. Apply Quality Rules
The campaign is configured so:
A/B → Continue Distribution
C/D → Quality Control
F → Reject
Because the lead received a B grade, it continues through distribution.
5. Identify Eligible Buyers
LeadExec evaluates buyer requirements, including geography, coverage, schedules, capacity, pricing, and campaign criteria.
6. Apply Distribution Logic
The lead enters the configured distribution workflow, which may use:
Price • Priority • Weighted • Percentage • Round Robin • Ping/Post • Waterfall • Geographic Routing • Other Configured Rules
7. Deliver the Lead
The qualified lead is delivered in accordance with the selected distribution opportunity. In this workflow, LeadExec does not simply determine which buyer receives the lead. It first helps determine whether the lead should enter buyer distribution at all.
Lead Quality for Lead Generation Companies
Lead generation companies need to manage two different sides of lead distribution:
Lead Supply Quality — Is the incoming lead valid and suitable for distribution?
Buyer Eligibility — Which buyers are qualified to purchase or receive the lead?
LeadExec allows these decisions to be incorporated into the same lead distribution process.
By combining lead grading, validation, fraud, and contact signals, Quality Control, buyer qualification, geographic rules, Ping/Post, and advanced routing, LeadExec helps organizations control both the quality of leads entering their buyer network and how qualified leads are ultimately distributed.
This is especially valuable for lead sellers managing multiple lead sources because lead quality can vary by publisher, affiliate, campaign, source, traffic type, and acquisition channel.
Lead Quality & Distribution Reporting
LeadExec records lead and distribution activity, enabling organizations to investigate individual lead outcomes and understand what happened during the distribution process.
This can help teams evaluate:
Lead Quality • Distribution Outcome • Buyer Acceptance • Rejection • Return Activity • Source Performance
Connecting quality information with downstream distribution results can also help organizations identify lead sources producing stronger or weaker lead inventory.
For information about reviewing distribution activity, see Distribution – How to Use This Screen.
Quality as Part of Advanced Lead Routing
Lead quality is one component of LeadExec's broader advanced lead routing and distribution capabilities.
LeadExec can combine quality and validation rules with:
Buyer Qualification • Price-Based Routing • Priority • Weighted • Percentage • Round Robin • Geographic Routing • Ping/Post • Waterfall • Distribution Lists • Concurrent Delivery • Custom Routing Logic
This allows organizations to determine both whether a lead should be distributed and how an eligible lead should move through the buyer network.
Related LeadExec Resources