When a sales rep gets a lead — whether it’s an inbound lead, a referral, or sourced through the rep’s own efforts — they have to prioritize it against the other opportunities they’re working. And this can be a challenge, because while one lead might look great on paper, another could ultimately prove to be the better-quality lead.So how should a rep prioritize which leads they pursue first, second, third, and so on? Today, most reps prioritize leads based on the time they come in or are sourced by the rep. Instead of embracing data to inform their prioritization, reps often work one lead before another simply because it arrived in their pipeline an hour before the second one.However, there’s a better way to go about this. In the era of inbound sales, reps should be pursuing prospects based on the level of interest they have expressed, and not when a given lead appears in the pipeline.The four-step strategy below can help reps prioritize their leads based on prospect interest, ensuring that the hottest leads are always worked on first.