The problem: Most teams treat all leads equally. Your best reps waste hours on poor-fit leads while Prime ICPs wait in the queue. The fix: a data-driven scoring system that tells you exactly which leads deserve attention, built from your own CRM data.

The 6 Scoring Dimensions

Every lead is scored across 6 dimensions. Each dimension gets weighted based on how strongly it predicts wins in your data.

Industry

Does the company operate in your target vertical?

HighMediumLow
Rank industries by historical win rate

Company Size

Is this company in your sweet spot range?

HighMediumLow
Map employee ranges to score tiers

Job Title

Is this person a decision-maker or influencer?

HighMediumLow
Score by role: buyer > influencer > end-user

Intent / Lead Source

How strong is their buying signal?

HighMediumLow
Demo request > trial > content download

Region

Are they in a market you can serve well?

HighMediumLow
Tier regions by win rate and deal size

Channel

How did they first find you?

HighMediumLow
Direct > referral > organic > paid

The weights for each dimension come from your own win/loss data, not assumptions. Every business is different.

The 4-Tier System

Total score maps to a tier. Each tier triggers a different response from your team:

Prime ICP
High-touch outreach. Best reps assigned.
Response: < 1 hour
Strong ICP
Priority follow-up. Personal outreach.
Response: same day
ACP
Standard nurture. Automated sequence.
Response: 24-48 hours
Out of Scope
Auto-nurture or deprioritize.
Low priority

The Bonus System: Reward Engagement

Demographics tell you who they are. Behavior tells you how serious they are. Leads earn bonus points as they move through your funnel:

Lead Created
Base score only
Activated
+ Bonus
Demo / Meeting
+ Bonus
Product Qualified
+ Big Bonus
Key insight: Product-qualified leads (PQLs) convert at dramatically higher rates than any other segment. Reward product engagement heavily in your scoring model. It's the strongest signal of buying intent.

Immediate Impact

What changes the moment you implement lead scoring:

✓
Team prioritizes differently. Each lead gets the attention it deserves. No more equal treatment for unequal leads. Your best reps focus on your best opportunities.
✓
Marketing measures quality, not just volume. Track what % of leads from each campaign are Prime or Strong ICP. Shift budget toward quality sources.
✓
The model improves over time. This is v1. As more deals close, win/loss data refines the weights. Add new dimensions. The system gets sharper every quarter.

Worked Example

Scoring a lead: step by step

Industry Financial Services High
Company Size 1,000 - 5,000 employees High
Job Title IT Infrastructure Manager High
Lead Source Free Trial Request Medium
Region United States High
Channel Organic Search Medium
Result: Prime ICP → Immediate high-touch outreach

This scoring runs automatically on every lead. Zero manual effort after setup.

The Refinement Loop

Lead scoring is not set-and-forget. It's a living system that improves with data:

V1: ICP Hypothesis

Score based on what you know about your ideal customer today.

V2: Win/Loss Data

Adjust weights based on which scored leads actually converted.

V3: Behavioral Signals

Layer in product usage, engagement depth, and funnel velocity.