Configuring qualifiers in Lead Settings

Qualifiers are how reps capture structured data about leads at events — lead type, follow-up intent, raffle entries, products of interest, anything you want a rep to record in a single tap. You define what qualifiers exist and what values each one has in Lead Settings.

This article covers configuring qualifiers. For applying qualifier values to leads during capture, see How to use qualifiers to manage leads. For mapping qualifier values to your CRM or Marketing Automation tool, see the per-integration Qualifiers tab.

Where qualifiers live

In the Hub, Lead Settings → General → Qualifiers.

The Qualifiers section shows every qualifier in your organization with these properties at a glance: name, value count, selection mode, required-ness, scope, status, and an Actions menu.

Anatomy of a qualifier

Each qualifier has:

• Name — what the rep sees in the Mobly app (e.g., "Lead Type," "Follow up," "Product Interest")

• Qualifier values — the discrete options reps can pick from (e.g., for Lead Type: Hot, Warm, Cold, Disqualified)

• Selection mode — Single (one value per lead) or Multiple (reps can pick more than one)

• Required — if Required, reps must pick a value before they can save the lead. If Not required, the field is optional.

• Scope — All Events (the qualifier is available at every event) or Specific Events (only available at the events you assign)

• Status — Active (in use) or Archived (hidden from the app, not deleted, can be restored)

Creating a qualifier

1. Go to Lead Settings → General → Qualifiers

2. Click + Add Qualifier

3. Name it, pick Single or Multiple, decide if it's Required, choose All Events or specific events

4. Add qualifier values (the options reps will see)

5. Save

The qualifier appears immediately in the Mobly app for the events you assigned it to.

Editing, archiving, or deleting

From the Action menu on any qualifier row:

• Edit — change name, values, mode, required-ness, scope

• Archive — hide from the Mobly app without deleting. Toggle the Archived filter at the top of the table to see archived qualifiers; you can restore them.

• Delete — permanent. Use only when you're certain you'll never want the historical values back.

Re-ordering: drag the handle on the left of any row to reorder how qualifiers appear in the Mobly app. Reps see them in this order when working a lead.

Single vs Multiple — when to use which

Single is right when there's one correct answer per lead — Lead Type, Approval Status, Follow-up Decision. Forces clean data, easy reporting.

Multiple is right when a lead can legitimately fall into more than one bucket — Interests (product A, B, C), Content Requested, Follow-up Channels (email, phone, LinkedIn).

Default to Single unless you have a clear reason to allow multiple — Single produces cleaner downstream data and simpler reports.

What happens if a single-select qualifier gets two answers

It's possible for the same Single qualifier to get answered twice on the same lead — two reps capture the same person at different moments, or the same rep changes their mind. For Single qualifiers, you pick which behavior wins:

• Last Value Wins (the default) — the most recent answer overwrites the previous one. Use for most "current status" qualifiers — Lead Type, Follow-up Decision — where the latest read is usually the most accurate.

• First Value Wins — the first answer is preserved; later answers are ignored. Use for qualifiers where the initial impression matters most and shouldn't be overwritten by later interactions.

• Send All Values — both answers are preserved and sent downstream as a list. Use when you genuinely want to capture both reps' takes (rare).

Set the behavior when you create or edit the qualifier; it lives on each qualifier independently.

Required vs Not required — when to use which

Required forces reps to pick a value before saving the lead. Use sparingly: only for qualifiers where every captured lead genuinely needs a value (e.g., Lead Type at most events). Over-using Required slows reps down and increases the chance they'll pick something arbitrary just to save the scan.

Not required is the default for most qualifiers. Reps fill in only when relevant.

All Events vs Specific Events

All Events — the qualifier shows up at every event in your org. Use for org-wide qualifiers (Lead Type, Approval Status).

Specific Events — the qualifier only shows up at events you explicitly assign it to. Use for event-specific qualifiers (Pickleball Raffle, ConfX Booth Demo, etc.). When the event is over, you can archive the qualifier without affecting other events.

For event-by-event qualifier overrides at scale, see also How to configure qualifiers by event.

Mapping qualifier values to your CRM or MA tool

After you've configured qualifiers, the next step (if you sync to a CRM or MA tool) is mapping each qualifier value to the right field option on the CRM/MA side. That's a per-integration step:

• For CRM mapping: Qualifiers (CRM)

• For MA mapping: Qualifiers (Marketing Automation)

Unmapped values trigger sync errors in the integration's Reconciliation tab — see Reconciliation (CRM) or Reconciliation (MA).

Best practices

• Keep qualifiers short. 4–8 values per qualifier. More than that and reps slow down.

• Match CRM picklists 1:1 where you can. Easier mapping, fewer surprises.

• Use open-text CRM fields when picklists change frequently. Fewer mapping breakages, at the cost of CRM-side data hygiene.

• Archive obsolete qualifiers instead of deleting. Lets you recover historical values if a customer asks "what did this lead get tagged with at SaaStr 2024?"

• Review qualifiers quarterly. Field marketing teams accumulate qualifiers quickly. A periodic clean-up keeps the rep experience tight.

Related articles

• How to use qualifiers to manage leads — applying qualifier values during capture, downstream use cases

• How to configure qualifiers by event — per-event qualifier setup

• Per-integration qualifier mapping: CRM · Marketing Automation