Lead Scoring

Lead Scoring explained

Which contact merits a personal follow-up now? That task should come before assigning points. A useful model accounts for the offer, market and available handling capacity. A large company is not automatically a suitable customer, nor is a small one automatically unsuitable. What matters is whether relevant requirements match the offer.

Separate fit from activity: a suitable use case and a repeated visit provide different information. Points, time windows and exclusions can be configured depending on the tool. Also record missing or outdated information. A low value caused by missing data differs from a confirmed mismatch.

Limit signals that can accumulate easily: repeated requests, test contacts or automated clicks. Frequent email opens may have a technical cause. An explicit request for a conversation should not be blocked by an arbitrary point threshold. Sales needs the underlying information and a way to correct the assessment.

Review completed intake cohorts: which prioritised contacts were suitable, and which good enquiries were overlooked? Account for the different opportunities given to contacts receiving intensive attention versus those left unhandled. A high score is not evidence that the method works. Record rule changes and check their impact on existing handovers.