A checklist for FMOs, IMOs, and agencies developed by Graylon Perkins, VP of Performance Marketing at Qualfon.
“Quality over quantity” is certainly not new, and I won’t pretend that it’s a groundbreaking idea that I’m giving you. However, I do believe that now more than ever, the volume game is over. It worked for a while, but those days are over. Now it’s time to optimize for lead quality and outcomes.
Something I want to reinforce is that one of the most important things you can do is to take your time selecting your lead vendors. Thoroughly vet each one and focus on identifying partners who prioritize:
- Data integrity
- Compliance protection
- Conversion efficiency
- Long-term value
Below is a checklist to help you assess lead sources. Ask these questions when vetting a new source, and be sure your current vendors can confidently answer them too.
Compliance & Risk (Non-Negotiable)
- How is consumer consent captured, stored, and verified?
- Is every lead fully TCPA compliant, with documentation?
- How do you ensure alignment with CMS marketing guidelines?
- Is DNC scrubbing performed before delivery or after?
- Can you provide a defensible audit trail for every lead?
Lead Quality & Intent (Where Value Is Created)
- What specific criteria define a “qualified lead”?
- How do you validate intent beyond a form fill or click?
- How recent is the consumer’s action or inquiry?
- Are leads exclusive—or how widely are they distributed?
- What percentage of leads result in meaningful conversations?
Performance & ROI (Beyond CPL)
- What is the expected CPA based on real performance data?
- How does conversion vary by channel or source?
- What timeline should we expect to reach ROI?
- How does performance hold up during AEP/OEP?
- Does lead source impact retention or policy persistence?
Volume & Scalability (Controlled, Not Chaotic)
- What level of volume can you deliver consistently?
- How do you scale without degrading lead quality?
- What safeguards prevent duplication and lead fatigue?
Transparency & Accountability
- What level of reporting and visibility do we have into performance?
- Can results be tracked back to a source with closed-loop attribution?
All in all, you have to trust your gut. If compliance isn’t clear, quality doesn’t matter because the risk outweighs the reward.
If you find this information helpful, be sure to check out my recent blog post on why lead quality matters more than ever in Medicare marketing.
About Qualfon
Qualfon is a global provider of omnichannel customer experience and business support solutions. From call center support to lead generation to ecommerce fulfillment, we support our clients and their customers throughout the customer journey.
Learn more about Qualfon’s Lead Generation Services, Direct Mail Marketing Services, and Customer Data Platform Solution. Qualfon is also a proud member of Lead Quality Alliance, a consortium of businesses committed to practicing and promoting fully compliant lead generation and marketing standards.
About the Author
Graylon Perkins is Vice President of Operations, Performance Marketing at Qualfon, where he oversees lead-generation operations across both digital and traditional channels, including mail, email, social, search, and programmatic media. His work focuses on scaling performance, improving efficiency, and ensuring consistent execution across complex, multi-channel programs.
Before joining Qualfon, Graylon spent more than a decade as an insurance agency owner and operator, leading sales teams and managing nationwide operations across property, casualty, life, and health markets. Based in Daytona Beach, Florida, he brings an operator’s perspective to the same growth and customer-experience challenges faced by Qualfon’s clients and partners.
Connect with Graylon on LinkedIn.
