Qualified Lead Generation Guide and Checklist for Morocco (Part 2): the Checklists

Here are the Morocco lead generation checklists to tick with your team: qualified lead, offer and landing page, forms and WhatsApp, response and follow-up, CRM and cost per sale. Every unticked box becomes an action, with an owner and a date.

In Part 1, we set the framework: key figures, a budget worksheet, metrics and a 90-day plan. This second part is the working tool.

1. Morocco lead generation checklists: defining a qualified lead

• Your ideal customer is described in one sentence: sector, city, size, need, budget.
• The criteria for a qualified lead are written down: real need, budget, timing, decision maker.
• The signs of a poor lead are listed: outside your area, outside your budget, simple curiosity.
• Marketing and sales use the same definition and the same statuses in the CRM.
• Every lead source has a name: Google, Meta, TikTok, website, trade show, referral.
• The monthly target is set in sales, not only in number of forms.
• The person who judges lead quality has been named.

2. Offer and landing page

• One offer per campaign: assessment, quote, visit, trial or meeting.
• The landing page headline repeats the promise of the ad.
• The page says who the offer is for, what the customer gets and what the next step is.
• Proof is visible: past work, logos or reviews, only with the clients' written consent.
• One main button, repeated at the top and bottom of the page.
• The WhatsApp button is easy to see on mobile.
• The page loads fast on mobile and the form has been tested.
• The page exists in French, and in Arabic if your customers prefer it.

3. Forms, WhatsApp and consent

• The form asks for the minimum: name, phone, need, city.
• A consent box and a link to the privacy policy are in place (Law 09-08).
• Data processing is declared to the CNDP where required.
• No contact list is ever bought.
• The opening WhatsApp message is pre-filled with the offer and the source page.
• An automatic WhatsApp reply welcomes the prospect and gives the callback time.
• Every enquiry, form or WhatsApp, lands in the same place: the CRM.

4. Response and follow-up sequence

• A first-response time is set and tracked, within the hour where possible during opening hours.
• Someone is in charge of replies for every time slot, weekends included if your campaigns run then.
• A short first-call script is ready: need, timing, budget, next step.
• The follow-up sequence is written down: call, WhatsApp, email, over several days.
• Every unreached prospect gets at least two follow-ups before being closed.
• Frequent questions have ready answers: prices, lead times, area covered.
• "Not now" prospects are contacted again on a planned date.

5. CRM and cost per sale

• Every lead has a source, a status and an owner in the CRM.
• Statuses are simple: new, contacted, qualified, quote sent, won, lost.
• The reason is recorded for every lost lead.
• Cost per lead and cost per sale are worked out every month, channel by channel.
• Campaigns that do not produce sales are fixed or stopped.
• Sales are reported back to the ad platforms where possible, to improve targeting.
• A monthly meeting brings marketing and sales together around the same numbers.

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