Lead Scoring SOP

1. Purpose

The purpose of this SOP is to establish a standardized process for scoring and prioritizing leads based on ICP fit, engagement signals, and buying intent. Lead scoring helps the sales team:

  1. Focus efforts on the most promising prospects.
  2. Maintain consistency in qualification across SDRs and AEs.
  3. Enable data-driven forecasting and pipeline visibility.
  4. Reduce wasted effort on low-value or unqualified leads.

This SOP ensures lead scoring is structured, transparent, and consistently applied across the sales organization.

2. Scope

This SOP applies to all sales and marketing personnel involved in lead qualification, handoff, and prioritization.

  1. Roles Covered: SDRs, AEs/BDMs, Sales Managers, Sales Operations, and Marketing.
  2. Activities Covered: Lead qualification, scoring, prioritization, and routing.
  3. Systems Covered: CRM, lead scoring tracker, and integrated enrichment/marketing automation tools.

3. Definitions

  1. Lead Scoring: The process of assigning a numerical value to a lead based on ICP fit and engagement.
  2. Fit Score: Measures how closely a lead matches the ICP (firmographic, technographic, role).
  3. Engagement Score: Measures level of activity or interaction with the company (emails opened, webinars attended, website visits).
  4. Intent Score: Measures buying signals such as product searches, content downloads, or third-party intent data.
  5. Composite Score: A combined score from fit, engagement, and intent that determines overall priority.

4. Step-by-Step Process

  1. Define Scoring Criteria
    • Fit: Industry, company size, revenue, geography, role seniority.
    • Engagement: Email opens/clicks, webinar attendance, meeting booked.
    • Intent: Product-related searches, competitor comparisons, recent funding or expansions.
  2. Assign Weightages
    • Fit Score: 50% of total score.
    • Engagement Score: 30% of total score.
    • Intent Score: 20% of total score.
    • (Weights may be adjusted quarterly based on business goals.)
  3. Score Leads Automatically
    • CRM and integrated tools apply scoring rules to all new leads.
    • SDRs validate scores during manual review.
  4. Define Scoring Thresholds
    • 80–100 = High Priority (immediate outreach by SDRs/AEs).
    • 60–79 = Medium Priority (nurture sequence or scheduled follow-up).
    • Below 60 = Low Priority (long-term nurture list).
  5. Log Scores in CRM
    • All leads must have fit, engagement, and intent scores logged in CRM fields.
    • Composite score must be visible in dashboards.
  6. Review & Adjust
    • Sales Managers review scoring effectiveness monthly.
    • Adjust weights or thresholds if conversion rates indicate mismatch.
  7. Exception Handling
    • Strategic accounts may override scores if approved by Sales Leadership.
    • Overrides must be documented with justification in CRM.

5. Roles & Responsibilities

  1. SDRs: Validate automated scores, correct inaccuracies, and prioritize outreach accordingly.
  2. AEs/BDMs: Use scores to prioritize discovery and ensure low-fit leads are not progressed prematurely.
  3. Sales Managers: Review score accuracy, monitor conversions by score tier, and approve overrides.
  4. Sales Operations: Maintain scoring models, CRM configurations, and dashboards.
  5. Marketing: Align campaigns with scoring logic; ensure inbound leads pass through the scoring framework.

6. Governance, Violations & Consequences

  1. Governance Oversight: Head of Sales and Sales Operations.
  2. Monitoring: Monthly review of conversion rates by score tier; random CRM audits.
  3. Examples of Violations:
    • Ignoring lead scores when prioritizing outreach.
    • Manually inflating scores without approval.
    • Failing to log updated scores in CRM.
  4. Consequences:
    • Minor Violations: Retraining and coaching.
    • Moderate Violations: Formal warning and pipeline ownership review.
    • Severe Violations: Removal of lead ownership, escalation to HR/Leadership.

7. Review & Ownership

  1. SOP Owner: Sales Operations.
  2. Review Cycle: Quarterly review to ensure scoring aligns with ICP and market trends.
  3. Approval Authority: Sales Leadership.
  4. Training & Awareness: All SDRs, AEs, and Managers must be trained on lead scoring logic during onboarding and refresher sessions quarterly.
  5. Version Control: Updates logged in SOP Register with version number, date, and approvals.