Lead Scoring
Also: Lead Score
Ranking leads by their likelihood to buy, using fit and behaviour signals, so sales focuses on the best ones first.
Why it matters
Lead scoring helps a team prioritise when there are more leads than sales capacity. It combines who the lead is (fit) with what they have done (behaviour) into a single priority. Done well, it gets sales to the right leads faster, done badly, it sends them chasing noise.
What good looks like
A useful score blends fit (matches the ICP) and engagement (meaningful actions), and it is validated against whether high scores actually convert. A model nobody has checked against outcomes is just a guess with a number attached.
In the European market
Scoring leads on behavioural data in Europe means processing personal data, so it needs a lawful basis under the GDPR and care about what you track and retain. Behavioural tracking that powers scoring is exactly the kind of processing privacy rules govern. Make sure the data feeding your model is collected on a defensible basis, not just whatever the tools happen to capture.
Related terms
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