Lead Scoring
Ranking every lead by how likely they are to buy.
Workflow
Step 1Behavior Data
ObjectiveCollect the engagement signals.
InputLead activity
OutputBehavior data
Key activities
Track content, email, web, intent behavior
Decision points
What are they doing?
Tools: Analytics, CRMRoles: RevOps
Success: Behavior captured
Quality gate: Go: rich. Loop back: thin.
Why it matters
- Reps are expensive. Scoring routes the best leads to the best people first and keeps garbage out of the pipeline.
Best practices
- Score behavior AND fit — intent plus qualification.
- Set thresholds that map to actions: route, nurture, disqualify.
- Calibrate against outcomes (closed-won), not activity.
- Keep the model explainable.
Common mistakes
- Scoring engagement, not purchase intent.
- Thresholds that send everything to reps.
- Never re-testing the model.
Key questions
- Does a high score mean likely to buy, or just active?
- What converts a score into an action?
Agents that drive this
QualifierHygiene
Tools we use · alternates in [ ]
HubSpot[ Salesforce, Pipedrive, Attio ]Supabase[ Postgres, Firebase ]Clay[ Bitscale, Enrow, Insycle ]