What is lead scoring?
TL;DR
Lead scoring is a system that ranks every lead by how likely they are to convert. Modern scoring uses three independent scores — Fit (ICP match), Intent (engagement), Quality (data reliability) — that combine into a Grade A–F. Unlike qualification (a yes/no gate), scoring is continuous and updates with every signal.
Here's the detail.
Lead scoring assigns every lead a grade based on structured signals. Each of the three scores ranges 0–100. Fit is static — does this lead match your ICP (industry, geography, role, budget)? Intent is dynamic — has the lead engaged recently, and is that engagement fresh (intent decays at −3/day after threshold)? Quality is a gate — is the data usable (valid phone, real company, meaningful inquiry)? Grade A = all three strong. Grade F = quality below 20, auto-discarded.
Teams also ask.
What is Fit Score?
Fit Score (0–100) measures how well a lead matches your Ideal Customer Profile. Weights: industry (30) + geography (20) + business type (20) + role (15) + budget (15). Fit is static — it doesn't change unless new ICP info arrives.
What is Intent Score?
Intent Score (0–100) measures engagement with time decay. Source baseline + call (+15) + WhatsApp reply (+10) + meeting (+25). Decays −3 points/day after crossing threshold. This is what keeps stale leads from lingering at Grade A forever.
What is Quality Score?
Quality Score (0–100) measures data reliability. Valid phone (30) + email (15) + company (15) + inquiry clarity (20) + source reliability (10). Leads under 20 = Grade F = junk, auto-discarded.
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