Lead Scoring Models: What Actually Works
Scoring leads on fit and behavior so sales can prioritize who to contact first.
Samir Haddad
What is at stake
Not all leads deserve the same attention, and scoring focuses limited sales time on the most promising ones.
The playbook
- Score fit and behavior separately
- Validate scores against closed deals
- Decay scores over time
- Review thresholds with sales regularly
- Keep the model simple enough to explain
Where it goes wrong
Avoid:
- Scores nobody trusts
- Models built without sales input
- Points for irrelevant actions
- Scores that never get recalibrated
The numbers behind it
| Measure | Figure |
|---|---|
| Fit | company size, industry and role indicate suitability |
| Behavior | page visits, downloads and email engagement show interest |
| Decay | scores should fall when activity stops |
| Validation | scores must be checked against real outcomes |
Getting outside help
When to hand it over: Bring in help when sales ignores marketing leads.
Where this comes from
- Microsoft Learn — Customer data platform
- Google Analytics Help — Audiences
The figures and practices above come from the sources listed.
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Where to go next
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