Lead Scoring
Lead Scoring is A methodology for ranking prospects based on demographic fit (firmographic data) and behavioral engagement (actions taken) to prioritize sales follow-up.
Lead scoring assigns numerical values to leads based on two dimensions: who they are (fit) and what they've done (engagement). The combined score determines when a lead is "qualified" enough for sales attention.
Fit Scoring (Demographic/Firmographic)
- Company size, industry, and revenue
- Job title and seniority level
- Geographic location
- Technology stack (technographic data)
Engagement Scoring (Behavioral)
- Website visits (pricing page = high intent)
- Content downloads (case studies > blog posts)
- Email engagement (opens, clicks, replies)
- Demo requests, free trial signups
- Event attendance
Common Pitfalls
Most lead scoring models are too complex and never recalibrated. Start simple: 5 fit criteria, 5 engagement triggers, one threshold. Validate quarterly by checking if high-scoring leads actually convert at a higher rate. If they don't, the model needs adjustment.
Lead scoring is typically owned by Marketing Operations in collaboration with Sales. The threshold for MQL→SQL handoff is a key RevOps KPI.
Frequently Asked Questions
What is a good lead score threshold?
There's no universal number. Set your MQL threshold so that 25-40% of leads that reach it convert to SQL. If conversion is below 15%, your threshold is too low.
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