Lead Scoring: Quantifying Sales Readiness

Lead scoring is a mathematical model used to rank prospects against a scale that represents the value each lead represents to the organization.

Building Your Scoring Matrix

A lead's score should be a combination of Explicit Data (who they are) and Implicit Data (what they do).

1. Activity Points (Implicit)

2. Profile Points (Explicit)

• Job Title: +20 for "CEO" or "Marketing Director."
• Company Size: +15 for companies with >500 employees.
• Location: +10 if they are in your primary shipping zone.

Scoring Degradation (Points Decay)

A score of 150 points from last year is less valuable than a score of 50 points from today.

• Setup: Configure the system to subtract 10% of a contact's score if they haven't visited the site in 14 days. This ensures that only "Fresh" leads stay at the top of your sales queue.

graph TD
    A[New Contact] --> B{Email Clicked?}
    B -- Yes --> C[+10 Points]
    B -- No --> D[0 Points]
    C --> E{Visited Pricing?}
    E -- Yes --> F[+50 Points & Notify Sales]
    E -- No --> G[Continue Nurturing]