Identify and prioritise leads most likely to buy so sales focuses on hot opportunities.
Not all leads are created equal. Lead scoring assigns points based on demographics and behaviour, identifying which leads are hot and ready to buy vs. still early in journey. Sales focuses on highest-scoring leads first.
Lead scoring is a method of ranking leads by assigning points for how well they fit the ideal customer and how they behave, pages visited, emails opened, content consumed, so a business can tell which leads are warm and ready for sales and which still need nurturing. It’s one function of Sales Process within your Growth Hub , part of a connected back office.
Common problems we solve
All leads treated equally, sales doesn't know where to focus
Sales chasing leads that are never ready to buy
No criteria for what makes a qualified lead
Marketing and sales disagree on lead quality
Good leads get lost in the noise of poor-fit leads
Here's what you receive
Scoring Model Design
Analysis of past deals to identify characteristics of winners
Scoring Rules
Firmographic and behavioural attributes with point assignments
CRM Implementation
Scoring configured in your CRM with automatic lead scoring
Sales Process Integration
Hand-off criteria and workflows based on lead score
Model Optimisation
Quarterly adjustments based on actual conversion data
How it works
Lead scoring is the bridge between marketing and sales. It tells sales which leads to prioritise and marketing which leads to nurture longer. A good model lifts sales productivity by eliminating time wasted on poor-fit leads, so effort goes where it's most likely to convert.
Sales focuses on highest-probability opportunities
Reduced time wasted on poor-fit or early-stage leads
Consistent qualification criteria across team
Earlier hand-off from marketing to sales
Higher close rates from better-qualified leads
Improved sales productivity
How lead scoring works
Analyse past closed deals to identify winning characteristics
Define firmographic scoring (company size, industry, location)
Define behavioural scoring (page visits, email clicks, content consumed)
Assign point values to each attribute
Set threshold for 'sales-ready' (e.g., 40+ points)
Build scoring model in CRM
Who this service is ideal for
Sales teams with mixed lead quality
Companies with long sales cycles
Businesses spending on both lead generation and sales
Any team wanting to improve sales productivity
Related services to explore
Lead Qualification Process
Not all leads are equal. A proper qualification process separates tire-kickers from ready-to-buy prospects, ensuring your sales team spends time on opportunities that convert. We build frameworks, scoring models, and workflows that improve sales efficiency and conversion rates.
Pipeline Design
A sales pipeline in CRM is only valuable if it matches reality. We design a pipeline structure that reflects your actual sales process, sets clear stage criteria, and creates visibility into what's closing and when.
Sales Audit
If sales aren't where they should be, something in your process is broken. We audit your entire sales function, activities, conversion rates, sales team capability, and pinpoint what's limiting growth. Then we build a roadmap to fix it.
Frequently asked questions
The short answers are here. For anything else, ask below or get in touch.
Firmographic: company size, industry, revenue, location. Behavioural: visits to pricing page, demo request, email engagement, content consumption.
Ready to get started with lead scoring?
We can help you implement lead scoring and start seeing results. Talk to an advisor about your specific needs and how this service would fit your business.