What lead scoring is and what it gives you
Short definition
Lead scoring is the point-based rating of prospects (leads) in a CRM based on their attributes and behaviour. The higher the score, the higher the likelihood of a purchase - so sales reps work the most promising contacts first.
Lead scoring is a method of assigning points to leads according to predefined rules. Points come both from contact attributes (industry, company size, role) and from behaviour (opening an email, visiting the pricing page, downloading an offer). The total score tells you how ready a contact is for a sales conversation.
The point of lead scoring is simple: a sales rep has limited time, so should start with the highest-scoring leads. This stops the team from scattering across random contacts while hot leads go cold. Scoring also tidies up the handover of leads from marketing to sales.
Lead scoring is a CRM feature and feeds the sales pipeline - high-scoring leads move to later stages faster. To work well, the CRM needs behavioural data (from the site, emails, shop), which usually requires integration. When implementing a CRM, we help set scoring rules around your specific sales process.
Key facts about lead scoring
- Points come from a lead's attributes and behaviour.
- The rep starts with the highest-scoring contacts.
- It works best when the CRM has behavioural data.
Frequently asked questions
Is lead scoring only for large companies?
No. Even a simple point model in the CRM helps a small sales team focus on the best leads. The rules can grow over time.
Where does the CRM get scoring data from?
From attributes entered in the CRM and from behaviour - events from the site, emails or shop. This usually requires integration, which we set up during the CRM rollout.
Related terms
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