How-To: Scoring Leads Consistently

Purpose

To guide sales staff on applying the standard lead scoring model across all leads, ensuring consistent prioritization and qualification for outreach.

Step 1: Understand Scoring Components

  1. Fit Score (50%) – How well the lead matches ICP attributes.
    • Industry, company size, geography, revenue, technology stack, decision-maker role.
  2. Engagement Score (30%) – Level of activity/interaction.
    • Email opens, replies, meeting attendance, event participation.
  3. Intent Score (20%) – Buying signals.
    • Product research, competitor comparisons, funding activity, job postings.

Step 2: Apply Standardized Weightages

  • Fit = 50 points
  • Engagement = 30 points
  • Intent = 20 points
  • (Total = 100 possible points)

Step 3: Assign Scores to Leads

  1. Fit Score:
    • ICP-aligned company + decision-maker = 40–50 points.
    • Partial fit (ICP company but mid-level contact) = 20–39 points.
    • Non-ICP or irrelevant role = below 20 points.
  2. Engagement Score:
    • Multiple engagements (opened email, clicked, attended webinar) = 25–30 points.
    • Some engagement (1–2 touches) = 10–24 points.
    • No engagement = below 10 points.
  3. Intent Score:
    • Strong buying signals (recent funding, researching competitors, job hires in domain) = 15–20 points.
    • Mild intent (website visits, general interest) = 5–14 points.
    • No observable intent = below 5 points.

Step 4: Categorize Leads by Score

  • 80–100 = High Priority → Immediate outreach by SDR/AE.
  • 60–79 = Medium Priority → Add to nurture sequence, monitor for engagement.
  • Below 60 = Low Priority → Long-term nurture pool or disqualify if outside ICP.

Step 5: Log Scores in CRM

  1. Enter Fit, Engagement, and Intent scores in respective CRM fields.
  2. Composite Score auto-calculated (or updated manually if no automation).
  3. Apply CRM tags (High, Medium, Low) for reporting and dashboards.

Step 6: Review & Adjust

  1. Review conversion rates of each score category monthly.
  2. Sales Managers may refine weightages if results indicate mismatch.
  3. Overrides for strategic accounts must be approved by Sales Manager and documented in CRM notes.

Tips & Best Practices

  • Always use objective data, not gut feeling, when assigning scores.
  • Do not inflate scores to move leads forward prematurely.
  • Re-score leads every 90 days or when new activity/intent data emerges.
  • Align with Marketing to ensure inbound campaigns target high-scoring ICP segments.