Read this page as a quick path: scan the headings, use the step blocks, and escalate if the expected result does not happen.
All leads start as Pending when they first submit their details through a referral link. This is the default state — it does not mean anything is wrong.
A lead stays Pending until a qualification event occurs. What triggers qualification depends on how you've set up your program.
Common reasons a lead stays Pending longer than expected
Your qualification trigger isn't configured yet
If you haven't set up a qualification method, no leads will ever move to Qualified automatically. Go to the Leads tab, click Qualify Leads, and choose your qualification method.
Your integration isn't firing
If you're using HubSpot, Salesforce, Stripe, or a webhook to qualify leads automatically, check that the integration is connected and that the qualification rule is correctly configured. A common issue is the integration being connected but the specific qualification trigger not being set up.
The lead hasn't completed the qualifying action yet
If your qualification moment is tied to a purchase or a specific CRM status, the lead will remain Pending until that action happens. This is expected behaviour — it means the system is working correctly.
The lead's referral code doesn't match
If qualifying via webhook or API, the lead must be identified by their unique referral code, email, or ID. A mismatch will cause the qualification to fail silently.
What to do
If you believe a lead should be qualified but isn't, you can qualify them manually: go to the lead's row in the Leads tab, click the three-dot Actions menu, and select Qualify Lead.