What is lead scoring?

Scoring assigns each lead a score based on who they are and what they have done, allowing sales to prioritize.

Two types of signals

Profile: Does the company fit what you sell—the right industry, size, and role? Behavior: Has the person downloaded something, opened several emails, or visited the pricing page? Combining the two is more accurate than using either one alone.

It requires volume

If you get ten leads a month, the sales team will call all of them anyway. Scoring starts to pay off when more leads come in than you have time to follow up on — that’s when prioritization actually comes at a cost.

The criteria need to be adjusted

A model that is set up once and never revised will gradually become inaccurate. Review it with sales a couple of times a year: which high-scoring leads went nowhere, and which low-scoring leads became customers? Without that feedback loop, sales will stop trusting the score.