What is lead scoring?
Lead scoring is a method of ranking leads by assigning points for fit and engagement, so sales can focus on the most promising ones first.
Why it matters for sales teams
When there are more leads than reps can call, order matters. Lead scoring gives each lead a number based on how well it matches the target profile and how much interest it has shown. Reps work the highest scores first, and leads below a threshold go to nurturing instead of sales.
A scoring model can combine two kinds of signal:
- Fit: job title, seniority, industry, company size and other firmographics
- Engagement: website visits, email clicks, content downloads, event attendance and demo requests
Some models also subtract points, for example for students, competitors or long inactivity.
Example
A team gives 20 points for a director title, 15 for a company in the target size range, 10 for a pricing page visit and 30 for a demo request. A lead that reaches 50 points becomes a marketing-qualified lead and is routed to an SDR.
Scores should be checked against results. If high-scoring leads rarely turn into opportunities, the weights need adjusting.