1️⃣ Lead Scoring Objective Definition What “Qualified” Means A qualified lead: Matches the ideal company size and role Has shown clear intent (pricing page, demo, or trial interaction) Has engaged multiple times within the last 14 days When a Lead Moves to Sales Lead score ≥ 70 At least 1 high-intent action completed No major negative signals (unsubscribe, long inactivity) When a Lead Stays in Nurture Lead score between 30–69 Interest shown, but intent or urgency unclear Still learning or comparing options 2️⃣ Scoring Criteria Breakdown A. Demographic / Firmographic Fit (Max: 30 points) Condition Points Company size 10–100 +15 Decision-maker role +10 Target country +5 Outside ICP 0 B. Behavioral Signals (Max: 25 points) Behavior Points Email open +2 Email click +5 Website visit +3 3+ visits in 7 days +10 Webinar attendance +15 C. Intent Actions (Max: 40 points) Action Points Pricing page view +15 Feature comparison page +10 Demo request +30 Free trial signup +35 Case study download +10 D. Negative Signals (Max: –40 points) Signal Points 14 days inactivity –10 30 days inactivity –25 Email unsubscribe –40 Student / irrelevant role –20 3️⃣ Score Thresholds & Lead Stages Stage Score Range Status Cold Lead 0–29 Awareness Warm Lead 30–69 Consideration Sales-Ready (SQL) 70–100 Action Disqualified ≤ –10 Remove from funnel Reset / Disqualification Rules Unsubscribe → Immediate disqualification 60 days no activity → Score reset to 0 4️⃣ Automation Logic & Rules Score Increase Rules Real-time score update on: Page visits Email clicks Form submissions Score Decay (Time-Based) –5 points every 7 days without engagement Prevents old leads from staying “hot” forever Triggered Actions When score crosses 30 (Warm): Add to “Education Nurture” email sequence Send use-case & comparison content When score crosses 70 (Sales-Ready): Create sales task automatically Assign to sales rep Notify via Slack / CRM alert Pause marketing emails 5️⃣ Sales & Marketing Alignment Sales Team Actions Cold: No action Warm: Light check-in or LinkedIn connect Sales-Ready: Contact within 24 hours Personal demo or consultation Marketing Team Actions Warm leads → Problem + solution education Sales-ready → Proof, urgency, ROI messaging Feedback Loop Sales marks leads as: “Good fit” “Too early” “Not relevant” Marketing adjusts scoring weights monthly based on outcomes 6️⃣ Monitoring & Optimization Guidance Metrics to Track Lead → SQL conversion rate Sales response time Demo-to-close ratio Average score at close When to Adjust Scoring Too many low-quality SQLs → Increase intent weight Sales saying “leads too cold” → Raise sales-ready threshold Leads converting without high scores → Review missing signals Signs the Model Is Off Sales ignoring CRM alerts High scores but low close rates Long delays between score jump and contact Safe Optimization Tips Adjust weights, not structure first Change thresholds in small steps (±5–10 points) Review performance every 30 days