Why does my lead have a low grade?

The long answer

A low grade is not a single verdict. Fit being low means the lead does not match the industries, states, business types, roles or budget bands you set as your customer profile. The lead may be real and keen and still not be your buyer, and the fix is either to accept that or to revisit the profile. Intent being low means engagement has faded: intent decays as a lead goes silent, so a lead that was hot three weeks ago and has ignored two calls since will have dropped, and that is the system reflecting reality rather than a scoring error. Quality being low means the record cannot be trusted, an invalid phone, a duplicate, or too many missing fields, and Quality acts as a cap rather than an average, so a Quality score below 20 forces Grade F no matter how good the other two look. Check confidence alongside the grade before concluding the lead is weak: a thin record with only a name and a number might be an excellent opportunity that the system simply does not know enough about yet, and the enrichment checklist will tell you which two fields would move it most. If a whole cohort of leads grades badly and you disagree, the cause is almost always the customer profile rather than the individual leads.

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