When every lead looks the same, sales chases the loudest, not the best. Scoring fixes that.
Score on fit and intent
Fit measures how well a lead matches your ideal customer — industry, size, geography. Intent measures behaviour — pages viewed, forms filled, replies. Combine both for a score that predicts conversion.
Keep it honest
Review your model quarterly against actual closed deals. A score that does not predict outcomes is just noise.
Route the hottest leads to humans instantly and let automation nurture the rest.
