AI lead qualification. Score records you already own.
CallMerlin qualifies leads that already exist in your CRM. Merlin reads the contact or company, applies your ICP rules in plain language, proposes field updates, and can ping Slack when fit is high. This is not a local-listing stack filter.
Point Merlin at a HubSpot or Salesforce lead. Get a fit score, reasons, and approved field updates. Optional Slack alert for hot leads.
Tired of unqualified demos? Start free for 7 days.
New HubSpot lead: Merlin scores ICP fit and drafts a Slack alert for #inbound.
Merlin scores fit and prepares field updates.
HubSpot lifecycle → MQL
Fit: strong · NL
Rules matched on region and segment. Alert #inbound after approval.
Your call
Qualification that sticks in CRM
A score in chat is useless if HubSpot stays empty.
| Step | What it does | Output |
|---|---|---|
| Ingest | Existing CRM lead/contact | Record |
| Context | Fields, notes, recent mail | Signals |
| Score | Your ICP rules in language | Fit + reason |
| Update | Write score fields after OK | CRM |
| Route | Owner or queue suggestion | Assignment |
| Alert | Slack/Teams if hot | 1 message |
Rules teams encode in prompts
You define ICP. Merlin applies it to CRM records.
Size + region
If company size and country match NL/ES targets, mark MQL.
Disqualify
Students or personal Gmail → nurture tag, no AE alert.
Hot lead ping
Score ≥80 → Slack #inbound with company summary.
CRM + alerts
HubSpot
Salesforce
Zoho CRM
Slack
GmailThis is just one example of the many combinations possible.
All integrations →Qualification vs business lookup
Business lookup finds new local establishments. Lead qualification scores leads already in CRM.
Do not expect business lookup to tell you who uses HubSpot. Qualification works on CRM fields, notes and connected context you already store.
Many teams chain both: local list → save to CRM → qualify against ICP → Slack if hot.
Where rules should live
Put ICP rules in PIN templates, playbooks or workflow instructions so every teammate gets the same scoring language.
Merlin proposes lifecycle or score field changes; you approve before CRM write.
Set up qualification
CRM first. Then rules.
- 1Connect HubSpot, Salesforce or Zoho.
- 2Write ICP rules into the PIN template or a playbook.
- 3Grant CRM read/write on the PIN.
- 4Optional: Slack alert channel.
- 5Ask: qualify this HubSpot lead against our NL ICP.
No silent lifecycle changes
Scoring can change pipeline quality. Keep the gate.
- CRM writes wait for approval by default.
- PIN rights limit which objects can change.
- EU-hosted CallMerlin.
- Works with your existing CRM permissions model.
FAQ: lead qualification
Qualify once. In the CRM of record.
Merlin scores. You approve. Slack alerts when hot.
Start free trialTired of unqualified demos? Start free for 7 days.