Score each candidate keyword on three dimensions and sum them out of 20. Volume scores 1 to 5 relative to your market. Winnability scores 1 to 5, combining keyword difficulty with an honest read of your own domain authority. Deal proximity scores 1 to 10, based on how close a searcher is to a purchase decision: supplier and spec language scores 9 to 10, active evaluation of an approach scores 7 to 8, approach comparison scores 5 to 6, problem research scores 3 to 4, and definitional curiosity scores 1 to 2. Have a salesperson score the proximity column.