“Meetings booked” is a vanity metric if the wrong people show up. Agree on qualification before campaigns launch, then hold the work to that standard.
A qualified meeting usually means: the company matches your ICP, the person can influence or decide, they agreed to the call with a real reason, and they attend (or reschedule in good faith).
Share this with anyone handling replies. Ambiguity creates optimistic booking.
Students, vendors, competitors, tire-kickers who never book, and meetings outside the agreed ICP. Those conversations can still be polite — they just are not “qualified” for reporting.
Related: follow-ups that earn replies · homepage section on qualification.
About the author. Written by the Masi Digital team. Questions: joe@masidigital.co.