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.
The Challenge
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
What's Included
Analysis of past deals to identify characteristics of winners
Firmographic and behavioural attributes with point assignments
Scoring configured in your CRM with automatic lead scoring
Hand-off criteria and workflows based on lead score
Quarterly adjustments based on actual conversion data
Why It Matters
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 improves sales productivity 20-30% by eliminating time wasted on poor fits.
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
The Process
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
Best 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
Complementary Services
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.
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.
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.
FAQ
Firmographic: company size, industry, revenue, location. Behavioural: visits to pricing page, demo request, email engagement, content consumption.
Usually 30-50 points depending on your model. Start with 40 and adjust based on actual conversion rates.
Nurture in email sequences until they show more buying signals. Some leads need 6+ months of education before they're ready.
Quarterly. Once you have real data, you can see if your scoring actually predicts who buys. Adjust point values based on what you learn.
Can't find the answer you're looking for? Get in touch
We can help you implement lead scoring and start seeing results. Book a consultation to discuss your specific needs and explore how this service can transform your business.